Page 293 - Writing Winning Business Proposals

284 Appendix E

you always seem to know, in the flow of ideas, where you’ve been, where you are,
and where you’re going. As we’ve seen, parallelism is one technique you can use
to achieve coherence. There are at least four others:

◉ Pronouns
◉ Forecasting
◉ Transitions
◉ Key repetitions

The paragraphs in Figure E.1 use these techniques (as well as parallelism). Read
the paragraphs; then we can talk about them.

1. Top Notch Corporation’s goal is to maintain or enhance its position of
2. market leadership by being the best producer in the industry. To achieve
3. this goal, you have adopted three overall strategies:

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5. ‡ %HFRPH WKH ORZ FRVW SURGXFHU
6. ‡ ,QFUHDVH PDUNHW VKDUH WKURXJK GLfferentiated positioning
7. All three of these strategies have significant implications for Top Notch’s
8. distribution strategy.

9. ***
10. Top Notch Corporation has attempted to become more flexible by
11. developing partnerships ZLWK FXVWRPHUV VXFK DV WKH ([FHO 0DUW

12. HOHFWURQLF OLQNV UHODWLRQVKLS WKH 6XSHUZD\ H[FOXVLYH SURYLGHU SURJUDP
13. and various hospital contractual relationships. However, these partner
14. relationships VWLOO ZRUN EHVW ZKHQ WKH FXVWRPHUV DJUHH WR IROORZ the Top
15. Notch system. Unfortunately, Top Notch’s system is not flexible enough
16. WR PHHW WKH GLYHUVH YDOXH DGGHG UHTXLUHPHQWV RI LQGLYLGXDO FXVWRPHUV

17. This flexibility ZLOO EH D SUHUHTXLVLWH IRU IXWXUH VXFFHVV LQ WKLV FKDQJLQJ
18. market.

e thr
ough parallelism, pr
oher
enc
or
ecasting
onouns
, f
chieving paragraph c

E.1
FIGURE
FIGURE E.1 Achieving paragraph coherence through parallelism, pronouns, forecasting, ,

A
transitions, and key repetitions
transitions, and key repetitions