By Michael W. McLaughlin, Contributing Editor
Sometimes I think consulting proposals should include a bright red label warning that persistent drowsiness is a known side effect of reading them.
Not long ago, a consultant wrote to ask me how to make proposals come alive, especially in highly competitive bidding situations. My answer was simple: Write for the first reader and the last reader of each proposal. Otherwise, you're likely to lull your readers to sleep and find yourself without a sale.
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