Or, in other words, to buy the product or service you are selling. The Proposal as a Technical Document. You will focus on technical details without linking them to specific needs the client has in wanting those details. And the document will likely read like a technical report, which can be the kiss of death. The Proposal as a Marketing Document .
Marketing is pre-selling.
It's the stuff you do before you submit a proposal. It includes direct mailing brochures to potential clients, advertising in trade journals, and visits to the client's shop. It includes phone calls and meetings with the client in which you learn of her needs and offer solutions. Marketing is the process of influencing the client in your direction. When you market the client, you are priming her for the sale.