Includes index.

Section 1. Seven deadly sins --
A good proposal is hard to find : but it's worth looking --
Recognizing reality --
Rushing to the exits --
Section 2. A primer on persuasion --
Understanding persuasion --
Winning by a nose: the structure of persuasion --
Seven magic questions : how to develop a client-centered message --
Why the inuit hunt whales and other secrets of customer behavior --
The cicero principle : how to avoid talking to yourself in print --
Fluff, guff, geek and weasel : the art of saying what you mean --
Weaving your web : how to pull it all together from the start --
Section 3. The art of the part : where to put your effort --
Letter proposals --
The structure and key elements of formal proposals --
Writing the business case --
Recommending and substantiating your solution --
Persuasive answers to rfp questions --
Presenting evidence and proving your points --
Gathering and tailoring reusable content --
Section 4. How to manage the process without losing your sanity --
Deal or no deal? : qualifying the opportunity --
An overview of the proposal development process --
The pursuit of perfection : editing your proposal --
The packaging is part of the product --
Presenting your proposal --
Tracking your success --
Creating a proposal center of excellence --
Special challenges