Index_C

C

captions, 170

case studies, 27, 163–164

Cecil, Jim, 24

certifications, 182

channels, in persuasion, 40–41

Churchill, Winston, 214

Cicero principle, 55–71

adjusting for level of expertise, 62–67

audience analysis and, 56–57

decision maker role and values, 68–71

personality types and, 57–62

clear writing, 213–215

clich s, 124, 225–226

client-centered messages, 42–54

checking for client focus in, 54

Cicero principle and, 55–71

client problem or need and, 43–46, 51–54, 72

importance of need or problem and, 46–47

key goals in, 47–49

likely results and, 51

priority of goals in, 49–50

recommendations in, 51

redefining customer need in, 51–54

solutions to problems and, 50–51, 75

value propositions and, 109–110

see also persuasion

clip art, 169

cloning technique, see boilerplate technique

closing, of letter proposals, 124

cognitive webbing, 99–106

colors of customer, 170

company history, proposals versus, 12

compelling value, 47–49

competence, 15, 72

competitive advantage, 111

complex information, 13

complexity of sentences, 227–228

compliance matrix, 167–169

compliment/complement, 222

concise writing, 213–215

concrete writing, 76–77, 154–157

confirmation and clarification, 187–188

consensus seeker personality type, 59, 60–61

consultative proposals, 53–54

Consumer Reports, evaluative writing and, 30–31

contracts, 175

copyright protection, 134

cost/benefit analysis, 26–27, 122–123

cover letters, 135–141, 176, 178

credibility, 40, 72–77

crisis communications, 194–197

customer satisfaction, 210