Page 208 - Writing Winning Business Proposals

Writing the Benefits Section 199

major element can be much more persuasive by discussing the expected benefits
of your efforts and, as I will show you, much more.

The Kinds of Benefits

You have already done most, if not all, of the groundwork necessary to think
about benefits and value. As Figure 12.3 reminds us, we’ve discussed and you’ve
identified in the work sessions four kinds of benefits:

◉ baseline logic benefits (Logics Worksheet, Cell 6, discussed in Chapter 3)
◉ individual buyer’s benefits (Psychologics Worksheet, Cell 1, Chapter 6)
◉ hot button benefits (Psychologics Worksheet, Cell 2, Chapter 7)
◉ themes benefits (Themes Development Worksheet, Benefits column, Chapter 7)

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