Persuasion and writing winning proposals - PowerPoint PPT Presentation


PPT – Persuasion and writing winning proposals PowerPoint presentation | free to download - id: 7a96f6-ZWQ2O


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation

Persuasion and writing winning proposals


Persuasion and writing winning proposals Logos, ethos, pathos Persuasion and proposal writing Proposals are persuasive documents They seek to move readers to a ... – PowerPoint PPT presentation

Number of Views:24
Avg rating:3.0/5.0
Slides: 19
Provided by: westgaEdu
Learn more at:


Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Persuasion and writing winning proposals

Persuasion and writing winning proposals
  • Logos, ethos, pathos

Persuasion and proposal writing
  • Proposals are persuasive documents
  • They seek to move readers to a particular action
  • Your proposal should make an argument
  • What are the components of argument?
  • Logic
  • Credibility
  • Emotional appeal

Logic in a proposal
  • Logic refers to the internal consistency of your
  • You make a series of claims, supported by
  • Claims develop the main points you want to make
    about your proposed solution
  • The evidence supports the claims to convince the
    reader that you can develop and deliver the
    solution you proposal

How do I create a strong logical appeal?
  • Show the need for a solution to the problem you
  • Show how your solution will be superior to other
    proposed solutions
  • Explain the benefits of your approach

Credibility or trustworthiness
  • Refers to the extent to which your readers
    respect you and trust what you say as a writer
  • You are selling yourself and your ability to
    implement the solution

How do I demonstrate trustworthiness?
  • By appearing knowledgeable about your subject
  • Provide a thorough and detailed discussion of the
    issues relevant to the topic
  • Use appropriate technical language
  • Include details about your qualifications and

How do I demonstrate trustworthiness?
  • By submitting a realistic and detailed work
  • Work schedule maps out the scope of the project
    and predicts the amount of time each stage of the
    process will take
  • Accuracy of your work schedule supports your
    claim that you can complete the project to

Emotional appeal
  • Legitimate use of readers emotions and feelings
    to engage their minds
  • Include truthful and clear evidence to support
    your claims so readers can understand the
    importance of the situation you describe
  • Successful emotional appeal is critical to
    getting readers to act on your logical appeal and
    your appeal to credibility

How do I create an effective emotional appeal?
  • Use concrete examplesspecificity improves
    readers ability to imagine what you are
  • Use examples and illustrationsmake abstract
    ideas concrete and real by adding examples or
    visuals to make your points vivid
  • Use suitable word choice, metaphors, and
    analogiesappropriate connotations and
    comparisons can help readers to understand and
    feel the importance of your ideas

How do I incorporate persuasion into the format
of a winning proposal?
  • All three appeals work throughout the proposal,
    but sometimes one or two form the dominant appeal
    in a particular section
  • E.g., the problem statement requires a logical
    discussion of the issues, which also supports
    your credibility by showing your sophisticated
    grasp of the problem

How do I make my problem statement clear and
  • Use informal logic to help you develop your
    claims and support them properly with evidence
  • Use informal logic to identify your assumptions
    and assess whether your readers will share those

Quick review of informal logic
  • Claim a statement
  • You should replace your worn-out shingles with
  • Stated reason
  • If you do, you will not need to replace your roof
    again in your lifetime.
  • Grounds evidence supporting stated reasonfacts,
    statistics, data, examples
  • Galvanized metal will not rust or erode for
    decades, and these roofs are guaranteed for 50
  • Cite engineers tests on durability of galvanized

Unstated Assumptions
  • Warrant (the unstated assumption that underlies
    the stated reason)
  • Reader values not having to replace the roof a
    second time
  • Saving money in the long run is a good thing
  • Backing (evidence to support the warrant)
  • Testimonials from homeowners with metal roofs
  • Statistics about the annual cost of the roof
    averaged over 50 years
  • Backing is only needed if you expect disagreement
    with your unstated assumption (warrant)

Conditions of rebuttal
  • Explore the limits of your claim and evidence
  • Under what conditions might someone disagree with
  • How can a roof that costs 3 or 4 times what an
    asphalt roof would cost be cheaper?
  • Will interest on money borrowed to pay for the
    roof negate the long-term savings?
  • If homeowner ends up moving, the purchaser will
    reap the benefits

Based on rebuttals, qualify your argument
  • After assessing the weaknesses of your initial
    claim, revise it to make it less open to
  • E.g., If you have sufficient savings and plan to
    stay in your house for several decades, you
    should replace your asphalt shingles with a
    galvanized metal roof because you will not have
    to replace it again in your lifetime.

How can you use informal logic in your proposal?
  • Develop your claims in the problem statement as
    well as in the qualifications and resources
    section using informal logic
  • Assess your underlying assumptions and ensure you
    include evidence to support them
  • Evaluate the strength of your claims and evidence
    and revise them to reduce counter-arguments

Lab Assignment 6.1 or 6.2
  • In groups of two or three or individually, spend
    the rest of the class drafting a response to
    either Lab Assignment 6.1 (on emotional appeals
    in proposal writing) or Lab Assignment 6.2 (on
    rhetorical appeals). See pages 171 and 179.
  • Hand in a draft of your assignment at the end of

In-class Lab Assignment
  • Draft a problem statement for a technical
    communication project that you have the knowledge
    and ability to create.
  • Enhance the emotional appeal using the strategies
    outlined in your text (pp. 167-70).
  • Employ as many of the rhetorical schemes and
    tropes as possible in your statement (see handout)