Journalism students are advised to learn to write with these questions in mind: Who, what, where, how, when, and why.

• Who will do the work, who will supervise/manage the work, and who does the customer contact if there is a problem?

The customer will want to know who is responsible for what and whom to call when there is a question during the process. They may wish to know the credentials of the person(s) performing the operation(s). The customer reserves the right to have this information. Many times customers complain about learning that someone other than who they expected has performed a job for them. Be clear about this in the proposal.

• What needs to be done/delivered, what will be required to do it, what can the customer expect, and what it will cost?

The customer has the right to know when to expect his product/service and if there are any hidden pieces of information. He/she also needs to know how to deal with the unknown or unexpected, so it is vital to provide the customer with honesty. Imagine going through a surgery and not knowing all the risks up front so you can make an informed decision about proceeding. And of course cost is always important. If there are phases of cost/payment involved, be up front about that in the proposal.

• Where will the work be done and where will it be delivered?

Again, it may make a difference to the customer where the product/service will be produced or delivered, for whatever reason. The reason may be of no importance or significance to you, but the customer is always right. Be sure the customer knows if delivery is up to him or if your company provides that, in your proposal.

• How will be work be produced and managed, how will you achieve quality assurance and customer satisfaction, how will risks be lessened, how long will it take, and how will the work benefit the customer?

Even if the customer has already signed on the dotted line, be sure you reiterate the benefits of dealing with your business, in the proposal. A little extra advertising mention in the proposal is not a bad idea. Include any significant slogan that demonstrates top initiatives such as customer service, quality, or uniqueness. Be clear about your intent to follow up or correct mistakes, in the proposal.

• When will you start, when will key milestones occur, when will the project be completed, and when is payment due?

Customers need and want to know when their payment(s) is/are due. Establish any milestones involved, such as half down up front and one quarter paid after 90 days. The proposal must include this information. Typically, the proposal is the final step in the customer’s Yeh or Nay. Establish a start and stop date and keep the customer posted as to any delays in production. Provide acceptable reasons in these cases.

• Why have you chosen the process and why should the customer select you?

The customer wants to be sure he/she is making the right choice. Encourage them in the proposal. Again, include a statement about how your proven track record or customer service is second to none. Ensure they are confident in their decision and do not experience much or any cognitive dissonance, that is, buying regret.