Preface HIS EDITION OF PERSUASIVE BUSINESS PROPOSALS has been thoroughly revised to reflect changes in the world of work that affect proposal writing and, more important, to incorporate lessons I have learned from working with some wonderful clients. The basic principles of persuasion have remained consistent from the first edition onward, but thanks to insightful client feedback I have de- veloped more effective ways to explain those principles. For example, the NOSE pattern that I present in Chapter 5 is an important instance of finding a simpler, more memorable way to communicate the key con- cept of persuasive structure. Likewise, the characterization of bad writ- T