Here are some general rules to follow in preparing such proposals:
STYLE OF WRITING Be brief and concise. * Use short, simple sentences of no more than 12 to 14 words. * Use short paragraphs, six to eight sentences maximum. Use active, not passive, verbs. Adopt a conversational tone. Limit the,use of accounting jargon. Organize your thoughts to make sure you * Discuss important issues early in the document. * Keep extraneous information separate or omit it. * Write a convincing summary or closing. CONTENT Exhibit an understanding of the client's problems, needs and concerns. Present a sensible work plan. Propose competitive but commensurate fees. Ask for the business. FORMAT Make sure the pages and text layout flow smoothly. Use clear, easy-to-read typefaces (two fonts at most). Make sparing use of words in all capital letters. Format text ragged right. Package the letter attractively in a store-bought or custom designed folder with a business card slit. Use bullets to highlight key points. Number pages if there are more than two. Use a laser printer and your corporate stationery or good quality bond paper. CREDIBILITY Emphasize problem-solving skills in specific areas. Have the letter proofread by more than one person.
GARY E. LOFSTROM is president of Lofstrom & Co. Marketing Communications in Kansas City, Missouri. This checklist is adapted from a presentation made at the 1996 American Institute of CPAs Practitioners Symposium in Las Vegas.
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|Publication:||Journal of Accountancy|
|Date:||Nov 1, 1996|
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