Business proposals: using formal language for persuasion
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Think about these questions before reading. Share your ideas with a partner.
- Think about a time you had to persuade someone of an idea, either professionally or personally. What made your argument effective?
- In what kinds of professional communication is it essential to be very formal? When might a more informal style be more persuasive?
- If you were deciding whether to approve a new business project, what key elements would a written proposal need to include to win your support?
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Reviewing a Project Proposal
Listen to the dialogue. Notice how the vocabulary and grammar from the lesson are used.
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Answer these questions in your own words. Support your answers with evidence from the article.
01According to the article, what key language skills are developed when studying the topic of business writing?
Sample answerThe article mentions that students work on their reading and listening comprehension, but also focus on improving their specific vocabulary and grammar for a professional context.
02What are some examples of specialized vocabulary mentioned in the article as being important for business writing?
Sample answerIt gives a few examples like 'meticulous', which is an adjective, 'articulate', a verb, and some noun phrases like 'value proposition' and 'evaluation criteria'.
03In what way does the use of the modal verb 'should' help convey commitment or obligation in a business proposal?
Sample answerThe article explains that 'should' is used for strong recommendations. So, in a proposal, it shows you are not just suggesting something lightly, but are advising a specific course of action with confidence, which is a form of professional commitment.
04Based on the article's approach, why is it important to combine learning specific phrases with practising them in a role-play scenario?
Sample answerThe article implies that just memorizing phrases isn't enough. By using them in a realistic role-play, you get to practice applying the formal language and vocabulary in a natural way, which probably helps you feel more confident using it in a real job.
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Key vocabulary for business writing
Vocabulary
The following expressions are useful for discussing and writing business proposals. Try to use them in the next speaking activity.
Examples
to flesh out (an idea/a proposal) — to add more details or substance to something that is currently only a general concept.
Usage note: This phrasal verb is common in project planning. You might start with a basic concept and then have meetings 'to flesh out the details' before writing the final proposal.
a compelling case (for something) — a set of arguments that is very strong and persuasive, making it difficult to disagree with.
Usage note: Often used with verbs like 'make' or 'present'. A good business proposal should 'make a compelling case' for why the client should choose your solution.
key deliverables — the specific, measurable outcomes or results that must be produced to complete a project.
Usage note: This is standard business terminology. In a formal proposal, you should clearly list the 'key deliverables', such as a final report, a new software application, or a training programme.
to get buy-in (from someone) — to get agreement or support for a plan or project from the people who need to approve it or will be affected by it.
Usage note: This is essential for moving a project forward. For example, 'Before we can proceed, we need to get buy-in from the finance department'.
a ballpark figure — a rough estimate of a cost or amount, not an exact calculation.
Usage note: This phrase is common but slightly informal. It's useful in initial discussions ('Can you give me a ballpark figure?'), but a formal written proposal should contain a detailed quotation instead.
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Key phrases for business proposals
These phrases are common in professional business proposals. Can you match the two halves to form complete sentences?
Match each item on the left with the correct item on the right.
Drag or click to match
Definitions
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Grammar: The passive voice in formal writing
Grammar
In formal business writing, such as proposals and reports, the passive voice is often used to sound more objective and impersonal. It shifts the focus from the person doing the action (the 'agent') to the action or result itself, which can make your writing sound more professional.
Examples
The proposal will be submitted by the end of the week.
Here, the focus is on the proposal and the deadline. It sounds more formal than 'We will submit the proposal...'
Several potential risks have been identified in the initial analysis.
This emphasizes the 'risks' that were found, rather than the team who found them, keeping the tone objective.
It is recommended that the project timeline be revised.
This impersonal structure ('It is recommended...') is very common for giving strong advice in a formal context without being too direct.
Key points
- Use the passive voice to focus on the action or result, not the person performing it.
- It is formed with the verb 'to be' (in the correct tense) + the past participle.
- Avoid overusing it, as too much passive voice can make writing sound unclear or evasive.
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Correct the errors
Each sentence contains one error related to grammar or vocabulary. Find and correct it.
01To win the contract, we need to present a compelling case of our unique value proposition.
Corrected version
To win the contract, we need to present a compelling case of for our unique value proposition.
02The final proposal will be send to the client for review by Friday afternoon.
Corrected version
The final proposal will be send sent to the client for review by Friday afternoon.
03The complete list of key deliverables are detailed in the appendix of the document.
Corrected version
The complete list of key deliverables are is detailed in the appendix of the document.
04According to the guidelines, all applicants must to submit their proposals through the online portal.
Corrected version
According to the guidelines, all applicants must to submit their proposals through the online portal.
05Before we can start the project, we need to make buy-in from all the department heads.
Corrected version
Before we can start the project, we need to make get buy-in from all the department heads.
06The project's objectives need to be articulate explained in the introduction to avoid any confusion.
Corrected version
The project's objectives need to be articulate articulately explained in the introduction to avoid any confusion.
07Could you provide a ballpark number so we can start working on the budget?
Corrected version
Could you provide a ballpark number figure so we can start working on the budget?
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Useful phrases: Discussing a draft proposal
Vocabulary
When you've written a business proposal, you'll often need to review it with a manager or colleague before sending it to the client. These phrases will help you ask for feedback, make suggestions, and agree on changes in a professional and collaborative way.
Examples
I'd love to get your eyes on this draft. — a friendly and collaborative way to ask someone to review your work.
Register: Neutral/Slightly informal. Use this with a colleague or a manager you have a good relationship with. It sounds more like a request for help than a demand for a review.
I'm not entirely sure about the section on [the budget]. What are your thoughts? — used to highlight a specific area where you need advice or a second opinion.
Register: Neutral. This is a great way to guide the feedback. It shows you've already thought critically about your own work and value their specific expertise.
It might be a good idea to add... — a soft, polite way to suggest an improvement without criticising the original work.
Register: Neutral/Formal. Use this when giving feedback to a colleague to avoid sounding too direct or critical. For example: 'It might be a good idea to add a clearer timeline.'
I see where you're coming from, but my concern is that... — a classic phrase for disagreeing politely.
Register: Formal/Neutral. Use this to acknowledge the other person's point of view before presenting your own counter-argument. It shows you are listening but have a different perspective.
That's a great point. I'll incorporate that. — used to show you agree with a suggestion and intend to act on it.
Register: Neutral. This is a positive and efficient way to accept feedback. It makes the person feel that their contribution is valued.
So, to recap, I'll make those changes. Are we aligned on the next steps? — a professional way to summarise the agreed actions and confirm you're ready to move forward.
Register: Formal/Neutral. Use this at the end of the discussion to ensure everyone is clear on what needs to happen next and to prevent any misunderstandings.
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Crafting a business proposal
Read the text about the process of developing a business proposal.
Fill in each blank with the correct word or phrase from the word bank.
Word bank
Before you can present a full business proposal, you need to start with a basic concept. The first step is to the initial idea with more specific details. To persuade stakeholders, you must build a for your project, clearly outlining its benefits. It's crucial to from key decision-makers early in the process to ensure support. You should also define the so everyone understands the expected outcomes. While you might not have final costs, providing a can help manage financial expectations from the start.
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From idea to approval
The journey of a business idea often depends on how well it is presented. A strong proposal can make all the difference.
Read the passage below, then answer the comprehension questions.
Many brilliant ideas are rejected not because they lack merit, but because they are poorly presented. An informal chat by the coffee machine is not enough to get buy-in from senior leadership. To be taken seriously, a concept must be fleshed out into a formal proposal. This document needs to make a compelling case for change, clearly outlining the key deliverables and the resources required. While a ballpark figure might be acceptable in early discussions, the final submission must be supported by more detailed financial projections. A well-structured proposal ensures that an idea is evaluated on its strengths, rather than being dismissed due to a lack of clarity. It transforms a simple suggestion into a strategic plan that demands attention and consideration from decision-makers.
01According to the passage, what is a common reason for good ideas to be rejected?
Sample answerThey are often rejected because they are presented poorly, not because the ideas themselves are bad.
02What two essential elements must be clearly outlined in a formal proposal?
Sample answerThe proposal must clearly outline the key deliverables and the resources required.
03What is the difference between the financial information needed in early discussions versus the final submission?
Sample answerIn early discussions, a rough estimate or 'ballpark figure' is acceptable, but the final submission needs more detailed financial projections.
04Who is the implied audience for a formal proposal as described in the text?
Sample answerThe implied audience is senior leadership or the decision-makers within a company.
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Discuss these questions with a partner. Try to use vocabulary from the lesson.
- Is it always better to present a fully detailed proposal, or can starting with just a 'ballpark figure' be a more effective strategy to 'get buy-in' initially? Why?
- Thinking about the business culture in your country, how do people typically 'flesh out' an idea for a new project? Is it more common to collaborate openly from the start or to develop a 'compelling case' privately before seeking support?
- Some argue that focusing too much on formal language can stifle creativity in a proposal. To what extent do you agree that a proposal's success depends more on the idea itself than on its presentation and the clear definition of its 'key deliverables'?