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Writing a Research Paper Introduction | Step-by-Step Guide
Published on September 24, 2022 by Jack Caulfield . Revised on March 27, 2023.
The introduction to a research paper is where you set up your topic and approach for the reader. It has several key goals:
- Present your topic and get the reader interested
- Provide background or summarize existing research
- Position your own approach
- Detail your specific research problem and problem statement
- Give an overview of the paper’s structure
The introduction looks slightly different depending on whether your paper presents the results of original empirical research or constructs an argument by engaging with a variety of sources.
Table of contents
Step 1: introduce your topic, step 2: describe the background, step 3: establish your research problem, step 4: specify your objective(s), step 5: map out your paper, research paper introduction examples, frequently asked questions about the research paper introduction.
The first job of the introduction is to tell the reader what your topic is and why it’s interesting or important. This is generally accomplished with a strong opening hook.
The hook is a striking opening sentence that clearly conveys the relevance of your topic. Think of an interesting fact or statistic, a strong statement, a question, or a brief anecdote that will get the reader wondering about your topic.
For example, the following could be an effective hook for an argumentative paper about the environmental impact of cattle farming:
A more empirical paper investigating the relationship of Instagram use with body image issues in adolescent girls might use the following hook:
Don’t feel that your hook necessarily has to be deeply impressive or creative. Clarity and relevance are still more important than catchiness. The key thing is to guide the reader into your topic and situate your ideas.
This part of the introduction differs depending on what approach your paper is taking.
In a more argumentative paper, you’ll explore some general background here. In a more empirical paper, this is the place to review previous research and establish how yours fits in.
Argumentative paper: Background information
After you’ve caught your reader’s attention, specify a bit more, providing context and narrowing down your topic.
Provide only the most relevant background information. The introduction isn’t the place to get too in-depth; if more background is essential to your paper, it can appear in the body .
Empirical paper: Describing previous research
For a paper describing original research, you’ll instead provide an overview of the most relevant research that has already been conducted. This is a sort of miniature literature review —a sketch of the current state of research into your topic, boiled down to a few sentences.
This should be informed by genuine engagement with the literature. Your search can be less extensive than in a full literature review, but a clear sense of the relevant research is crucial to inform your own work.
Begin by establishing the kinds of research that have been done, and end with limitations or gaps in the research that you intend to respond to.
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The next step is to clarify how your own research fits in and what problem it addresses.
Argumentative paper: Emphasize importance
In an argumentative research paper, you can simply state the problem you intend to discuss, and what is original or important about your argument.
Empirical paper: Relate to the literature
In an empirical research paper, try to lead into the problem on the basis of your discussion of the literature. Think in terms of these questions:
- What research gap is your work intended to fill?
- What limitations in previous work does it address?
- What contribution to knowledge does it make?
You can make the connection between your problem and the existing research using phrases like the following.
| Although has been studied in detail, insufficient attention has been paid to . | You will address a previously overlooked aspect of your topic. |
| The implications of study deserve to be explored further. | You will build on something suggested by a previous study, exploring it in greater depth. |
| It is generally assumed that . However, this paper suggests that … | You will depart from the consensus on your topic, establishing a new position. |
Now you’ll get into the specifics of what you intend to find out or express in your research paper.
The way you frame your research objectives varies. An argumentative paper presents a thesis statement, while an empirical paper generally poses a research question (sometimes with a hypothesis as to the answer).
Argumentative paper: Thesis statement
The thesis statement expresses the position that the rest of the paper will present evidence and arguments for. It can be presented in one or two sentences, and should state your position clearly and directly, without providing specific arguments for it at this point.
Empirical paper: Research question and hypothesis
The research question is the question you want to answer in an empirical research paper.
Present your research question clearly and directly, with a minimum of discussion at this point. The rest of the paper will be taken up with discussing and investigating this question; here you just need to express it.
A research question can be framed either directly or indirectly.
- This study set out to answer the following question: What effects does daily use of Instagram have on the prevalence of body image issues among adolescent girls?
- We investigated the effects of daily Instagram use on the prevalence of body image issues among adolescent girls.
If your research involved testing hypotheses , these should be stated along with your research question. They are usually presented in the past tense, since the hypothesis will already have been tested by the time you are writing up your paper.
For example, the following hypothesis might respond to the research question above:
The final part of the introduction is often dedicated to a brief overview of the rest of the paper.
In a paper structured using the standard scientific “introduction, methods, results, discussion” format, this isn’t always necessary. But if your paper is structured in a less predictable way, it’s important to describe the shape of it for the reader.
If included, the overview should be concise, direct, and written in the present tense.
- This paper will first discuss several examples of survey-based research into adolescent social media use, then will go on to …
- This paper first discusses several examples of survey-based research into adolescent social media use, then goes on to …
Full examples of research paper introductions are shown in the tabs below: one for an argumentative paper, the other for an empirical paper.
- Argumentative paper
- Empirical paper
Are cows responsible for climate change? A recent study (RIVM, 2019) shows that cattle farmers account for two thirds of agricultural nitrogen emissions in the Netherlands. These emissions result from nitrogen in manure, which can degrade into ammonia and enter the atmosphere. The study’s calculations show that agriculture is the main source of nitrogen pollution, accounting for 46% of the country’s total emissions. By comparison, road traffic and households are responsible for 6.1% each, the industrial sector for 1%. While efforts are being made to mitigate these emissions, policymakers are reluctant to reckon with the scale of the problem. The approach presented here is a radical one, but commensurate with the issue. This paper argues that the Dutch government must stimulate and subsidize livestock farmers, especially cattle farmers, to transition to sustainable vegetable farming. It first establishes the inadequacy of current mitigation measures, then discusses the various advantages of the results proposed, and finally addresses potential objections to the plan on economic grounds.
The rise of social media has been accompanied by a sharp increase in the prevalence of body image issues among women and girls. This correlation has received significant academic attention: Various empirical studies have been conducted into Facebook usage among adolescent girls (Tiggermann & Slater, 2013; Meier & Gray, 2014). These studies have consistently found that the visual and interactive aspects of the platform have the greatest influence on body image issues. Despite this, highly visual social media (HVSM) such as Instagram have yet to be robustly researched. This paper sets out to address this research gap. We investigated the effects of daily Instagram use on the prevalence of body image issues among adolescent girls. It was hypothesized that daily Instagram use would be associated with an increase in body image concerns and a decrease in self-esteem ratings.
The introduction of a research paper includes several key elements:
- A hook to catch the reader’s interest
- Relevant background on the topic
- Details of your research problem
and your problem statement
- A thesis statement or research question
- Sometimes an overview of the paper
Don’t feel that you have to write the introduction first. The introduction is often one of the last parts of the research paper you’ll write, along with the conclusion.
This is because it can be easier to introduce your paper once you’ve already written the body ; you may not have the clearest idea of your arguments until you’ve written them, and things can change during the writing process .
The way you present your research problem in your introduction varies depending on the nature of your research paper . A research paper that presents a sustained argument will usually encapsulate this argument in a thesis statement .
A research paper designed to present the results of empirical research tends to present a research question that it seeks to answer. It may also include a hypothesis —a prediction that will be confirmed or disproved by your research.
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Caulfield, J. (2023, March 27). Writing a Research Paper Introduction | Step-by-Step Guide. Scribbr. Retrieved May 23, 2023, from https://www.scribbr.com/research-paper/research-paper-introduction/
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Q: How to write the introduction of a research proposal?
What do I include in the introduction of a research proposal?
Asked on 05 Jun, 2019
Writing an effective research proposal is essential to acquire funding for your research. The introduction, being the first part of your proposal, must provide the funders a clear understanding of what you plan to do. A well written introduction will help make a compelling case for your research proposal.
To begin with, the introduction must set context for your research by mentioning what is known about the topic and what needs to be explored further. In the introduction, you can highlight how your research will contribute to the existing knowledge in your field and to overall scientific development.
The introduction must also contain a hypothesis that led to the development of the research design. You can come up with this hypotheis by asking yourself questions like:
- What is the central research problem?
- What is the topic of study related to that problem?
- What methods should be used to analyze the research problem?
- Why is this research important, what is its significance, and how will its outcomes affect the funders and the society on the whole?
Here are some excellent resources to help you write a great proposal:
- COURSE: How to write a grant proposal
- 10 Tips to write an effective research grant proposal
- INFOGRAPHIC: 9 Core parts every grant proposal must contain
- INFOGRAPHIC: 15 Key tips for writing a winning grant proposal
Answered by Editage Insights on 10 Jun, 2019
- Upvote this Answer
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How to Write a Proposal and Get What You Want (Free Templates)
A proposal has a lot of different purposes, but there’s only one good way to write one: the way that pulls together all of the information in a concise and persuasive way and helps you get what you want … whether that’s a whole new software system, or just a tweak to your marketing strategy.
This Process Street article isn’t about a business proposal — also known as a quote — but instead about the document required when formally pitching an idea for action and execution by managers or department heads .
To explain how to write a proposal document and get what you want, we’ll go through the following:
Free proposal writing template
When are proposals necessary, why are proposals important, examples of proposals, how to write a proposal: step-by-step, last steps before submitting the proposal, more free proposal writing checklists, even more free proposal writing checklists, customize your proposal checklists with process street.
Let’s get started.
If you fancy taking a quick look at a free interactive template, that will help you write your proposals right away, feel free to dive straight into this!
Writing a Proposal: Step-by-Step Guide
There are more templates, like this one, further down in this post, so stick around.
Any project you don’t have the clearance or authority to start without a higher-up’s approval, you need to submit a proposal for.
According to SSWM , a proposal is “a detailed description of a series of activities aimed at solving a certain problem”.
That problem could be anything, from:
- Process improvement
- Cost reduction
- A new marketing strategy
If it’s an idea you need to ask permission to execute, or to get action on, it needs a proposal.
A proposal is a way to pitch an idea and state your requirements, so it’s important for supervisors because they can get information in writing (not casually in the elevator), and be able to act knowing the full implications of their decision.
They’re also a chance for you to make a structured, logical argument and lay down everything in favor of your idea. A well-written proposal shows your manager you care about the cause, and it’s not just a mid-meeting whim you blurted out.
To write a top proposal you need to scrutinize it before you present it.
It’s a broad topic, but it’s best explained with examples.
- Proposal for Process Improvement
- Proposal for Server Replacement
- Proposal for Cost Savings
Below is a simple proposal example with some basic sections.
Now let’s take a look at how to write a proposal — whether it’s as simple as the one above, or more complex.
Here’s the general structure of a proposal:
As you can see, a proposal generally consists of:
- Introduction : A brief overview of the problem, solution, costs, and benefits.
- Issue : The main definition of the issue, including subject, purpose, main argument, background information and importance.
- Solution : The main definition of the solution, including your step-by-step plan, the benefits, and how potential obstacles will be overcame.
- Qualifications : Overview of the personnel required, experience.
- Conclusion of the costs and benefits, and wrap-up : Balance the cost against the benefit, reinforce your point one last time.
1. Identify and define your reader
Just like with any kind of persuasion, it helps if you understand how to appeal to your audience. Who will be reading your proposal and deciding if it’s accepted or rejected? What do they care about? What kind of language and benefits would resonate with them? This is the first step because it’s an important thing to keep in mind as you go along and as information that informs the way you write from here on.
2. Define the problem your proposal will solve
Who : Who will the proposal affect?
What : What’s the reason for you to write the proposal in the first place? Explain the current situation and the problems that come with it.
3. Define the solution
How : How are you going to solve the problem? Explain step-by-step in detail.
Who : Identify the personnel you need, along with their prior experience to add persuasion to the proposal
4. Conclusion: costs, benefits and wrap-up
Reiterate : The purpose and main argument
Costs : Break down the projected costs involved for different elements of the project
Benefits : Break down the benefits to the organization, monetary and non-monetary, to persuade the reader there’ll be a return on investment
Thanks : Thank the reader for their time.
Contact information : Where can the reader get in touch with you? Make sure to be crystal clear to make the details easily discoverable.
Clear writing is your best friend when you’re trying to write persuasively. For that reason, there are a few checks to run before you submit your proposal.
Remember, what’s clear to you might not always be clear to other people.
1 .Check for jargon (then destroy it)
Although jargon is popular in the business world, not everyone shares the equal love for it. It’s terms like right-size, blue sky (verb), turn-key, and synergize. They might mean something to you, or make you feel intelligent, but there are simpler alternatives that will help people understand what you mean !
2. Change the passive voice to the active voice
The passive voice is defined as :
“The noun or noun phrase that would be the object of an active sentence (such as Our troops defeated the enemy) appears as the subject of a sentence with passive voice (e.g. The enemy was defeated by our troops).”.
It’s a long-winded way of expressing something that could be expressed in simple terms:
The passive voice sounds distant and even deceptive, and, since the reader might even just be skimming your proposal, you don’t want to add extra words to cloud your point.
3. Proofread the proposal
Install a tool like Grammarly and check the proposal in an online text editor. Grammarly will manage to pick up on anything that is grammatically incorrect and sometimes even flags up stylistically poor phrases. Poor spelling and grammar will only discredit the value of what you’re saying and could be a problem that leads to your proposal being rejected.
As promised, check out the below five templates that have each been designed by the team at Process Street — makers of the finest remote work software for processes around — to help you write winning proposals.
Proposal Template Checklist Process
This proposal template is a checklist that should be used alongside the proposal document you are planning to submit. Use it to make sure that all the elements have been considered, that the proposal contains everything it needs to and that it meets all set requirements.
Click here to access the Proposal Template Checklist Process!
Business Proposal Template Checklist
Whether your business proposal is solicited or unsolicited, use this business proposal template checklist to ensure you include all the required information in your proposal and cover key areas such as these the problem the organization is facing, the proposed solution, the budget, and a key CTA.
Click here to access the Business Proposal Template Checklist!
How to Write a Grant Proposal Checklist
Use this template to make sure your grant proposal includes all the relevant information, that it contains everything it needs to, and that it meets all stated RFP requirements.
Click here to access the How to Write a Grant Proposal Checklist!
Research Proposal Example Checklist
Use this template to convince others that you have a worthwhile research project and that you have the competence and the work-plan to complete it.
Click here to access the Research Proposal Example Checklist!
Project Proposal Template Checklist
Use this template, alongside the proposal document you are planning to submit, to set the project vision, define the project requirements, describe the deliverables, and specify the deadlines.
Click here to access the Project Proposal Template Checklist!
If you’re looking for more inspiration, give these alternative proposal writing templates a go too.
- Bid Proposal Template Checklist
- Budget Proposal Template
- Construction Proposal Template Checklist
- Consulting Proposal Template Checklist
- Continuation Project Proposal Template
- Contractor Proposal Template Checklist
- Event Proposal Template Checklist
- Marketing Proposal Template Checklist
- Project Proposal Template
- Renewal Project Proposal Template
- Simple Proposal Format Checklist
- Sponsorship Proposal Template Checklist
- Supplemental Project Proposal Template
- Website Proposal Template Checklist
If the above templates don’t quite fit your company, industry, or the proposal document you are writing, don’t worry!
Process Street to the rescue!
Process Street is super-powered checklists . We are a super-charged, state of the art BPM SaaS platform which allows you to create templates and run individual checklists from these. You can check tasks off as you work through them, set deadlines, request approvals, assign various tasks , and work through your proposal workflows with ease.
Watch this to get an idea about who we are and what we do:
To help you customize your proposal writing template, and make your proposal wriitng easier, you can use all these different types of Process Street features:
- Dynamic due dates
- Task permissions
- Conditional logic
- Approval tasks
- Embed widget
- Role assignments
You can also connect your templates to thousands of apps through Zapier , webhooks, or API access to automate your proposal processes and workflows.
If you’re unfamiliar with process automation, what it means, and the benefits it can bring to your business, watch this Process Street webinar on automation:
Remember, if you want to get access to any of our proposal writing checklists, just click the links above and they will be added to your Process Street account where you can use them over and over again. Or, if you haven’t yet signed up for a Process Street account, click here and start your free trial.
Has this guide helped you out? I’d love to hear about it in the comments.
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Benjamin Brandall
Benjamin Brandall is a content marketer at Process Street , and runs Secret Cave on the side. Find him on Twitter here .
90 Comments
I am strongly looking forward to learning how to write a proposal, thanks
Thanks Honar, it’s an honor to have you here 😉
I am looking forward to learning how to write a great proposal. Thanks for posting this site.
Practice makes perfect, just keep it up and you will get there!
Looking forward for you to checklist and using it to edit my proposal…. thx a lot
Awesome, and remember you can sign up for a free account for life, no credit card required to run up to 5 checklists for proposals or anything else!. Check out more about Process Street here: https://www.process.st/product/
I really loved your paper on how to write a proposal. I looked up others and found total satisfaction when I came across yours! Thanks again Tanya Palacios
We are very pleased to hear that.
thanks a lot for helping me understand proposal writing more clearly. Am very grateful.
Of course, proposal writing can be tricky, but if you follow the templates we provide you will quickly see it’s not that difficult. Proposals follow the same structure most of the time, once you learn that structure it’s easy to create proposals quickly.
Very nice and excellent advice and coaching on proposals writing. I will always keep in touch for more information.
Excellent writing Benjamin. Definitely agree with the destroying jargons part. There’s no need for these kinds of words for project proposals. Anyway, here’s an informative step-by-step guide that I’d like to share regarding writing project proposals: https://www.freenvoices.com/how-to-write-project-proposal . I believe that this will complement your well-written article and your readers too. 🙂
Great post Evatt, thanks for sharing!
I am in the process of drafting a proposal for a multi-million deal. Looking forward to getting pointers to make my proposal a seller!
After reading your post,it now became crystal clear that proposals are not easy…But thanks alot. You’re a good teacher
Hey Vitalis, yes they take some practice but you will get there. Just keep it up!
i want to write proposal for study PhD but i dont know how to write it can you send to me example thank you very much best regards
Hi Mays, There’s some good advice here in regards to writing a PhD proposal: https://www.findaphd.com/advice/finding/writing-phd-research-proposal.aspx
My personal advice would be to really demonstrate strength when outlining your methodology. This section is a great opportunity to display deep knowledge of methodological approaches and their academic grounding. Make sure to cite the foundational texts for the approach you want to take and to reference current academic discussions pertinent to your particular application of that approach. If you can find a recently published PhD thesis which takes a similar methodological approach to you own then you can read through their methodology section to give yourself both inspiration and a great starting point for building a methodology reading list for yourself.
Best of luck!
Además, asimismo desarrolla otros proyectos de formación en línea sobre marketing digital y nuevas tecnologías con la finalidad de instruir a emprendedores de qué forma crear un proyecto digital para vender sus conocimientos.
Your blog is very informative. Nice you tried to provide a crystal clear information on this topic!
Nice one, at least have got an idea now about proposal writing
Appreciate the guidelines on how to write an explicit formal proposal.
You are most welcome Ogoh, we’d love any feedback you may have in the future!
Appreciate for providing knowledge on proposal writing
I’m really happy to learn from this paper.I’ve increased my knowledge in proposal writing.Thanks
Wow! You’re really doing a nice work, really haven’t got it detailed and simplified before.
Nice job. I am a professional proposal writer in lagos Nigeria and I must confess that you have done a good job on this article. I learnt a few new things. Keep up the god work
Thanks Mr Sam, always good to have the support of an expert.
the explanation is very complete I am happy to be able to find articles on various types of letters and I can learn here thanks for all the articles
We tried our best Zaki, thanks for the kind words
nice suggestions. thanks
Thanx for the great work U have done towards my exprienc on Proposal writing.May God bless U.
You did a great job in outlining all the nitty-gritty of writing a great proposal in this article. Kudos!
Thank for sharing this knowledge
It was a pleasure!
Write a comment…great work but I need a proposal on how to start car wash business inside school
Thank you for the little experience I have achieved on proposal writing. Can you give me a broad idea on a proposal I wan to write, I want to do a Clean City proposal…
Hey Darious, check out these posts we wrote on sustainability: https://www.process.st/corporate-sustainability/ https://www.process.st/sustainable-business/
so grateful for the information.
Very happy to learn how to write a proposal from you.
Very happy to help you 🙂
Very informative, really appreciated your expertise. I learned quite a bit. Thank you, I’m all set, also number two (2.) Change the passive voice to the active voice is something for me to remember when I’m writing.
Yes that’s a great tip!
It is really great, I would like to know more about writing a great proposal about enhancing bank customer service
Sounds like an important project, you might also enjoy this post: https://www.process.st/enterprise-risk-management/
I sincerely appreciate you for this brilliant presentation. I still need to know more about the solicited proposals. Thanks!
I would like to know how to write a good proposal .
I’m looking forward to be the best in writing proposal, in the organization
Good luck with your endeavors Paul!
I want to learn how to write project proposals
I have an idea of how to write the proposal but would am unsure and would rather see what the experts have to say about it. Thanks!
I want to write a proposal to get a generator for my hospital as a back up
This piece has given me a clearer understanding on how to and what to look out for in writing a proposal. But I will be more grateful if u can give me a template and points on how to write a proposal to a state government to train their young people on drug abuse and how to minimize the current menace it is causing to our society. Thanks, it was a nice experience.
Glad to hear you liked it. We don’t have any templates specific to that use case, but we will look to create some more soon. Cheers, Adam
Glad you enjoyed the experience 🙂
Thanks very much for the well explained presentation.
Hello. This is very good and helpful, I need help to write a proposal for freelancing and content writing. Thanks
I’m not sure if this is what you’re looking for, but we have an article here about pitching to TechCrunch: https://www.process.st/write-for-techcrunch/
I hope it helps!
Cheers, Adam
You are most welcome!
I never knew on how to write a proposal but now I have got something from you thank you. But I would like an example of a professional proposal …… as for me am writing a proposal on the need to make clubs for youth of East Africa based science, technology and arts plz I need it very soon even today
We don’t currently have any examples for you, but we are working on a set of processes to follow to help people write proposals like these. It should be published in a few weeks.
For the time being, perhaps look at what different organizations say they want. Here are a few examples from the UK:
– Warwickshire Community And Voluntary Action (CAVA) have this document where they ask people to send them proposals to start youth programmes. They explain what they are looking for and how they will judge the proposal.
– Here is another example but this time from an organization in Manchester, UK. This has instructions and requirements, and you can use its specifications as inspiration for how to create your proposal.
I hope some of this makes the proposal writing process clearer.
Best of luck, Adam
This may also help: https://www.process.st/proposal-template/
Good luck with your proposal Naomi! Sounds like it’s for a great cause..
Thats great. I have learned alot thanks.
I need to know how to write a proposal writing. Can u give an example plzz…..
Hi Sapioamoa, you can find a collection of examples here: https://www.process.st/proposal-template/
I hope this helps! Adam
i thank you for that and now i am requesting for help, i am a student first year and my ambition is to help the orphans i would like you to help me how to write a proposal of that kind. thank you.
Hey Deo. It sounds like you’re doing great work. Check out these proposal templates . They should help you!
thank you so much sir
Living in a rural setting in Uganda- am writing a proposal to ask for financial donations to buy agricultural inputs, medical assistance etc for my community- this website has helped to put ideas together and to hopefully come out with a winner! Thank you!.
That’s great to hear we’ve been able to help! Best of luck Catherine!
am very greatful to receive such an skillful knowledge from you,but may i pls receive a sample of how to write a proposal for starting a small scale printing firm just in kenya.
thank you in advance
Thanks for the kind comment, Elijah. You might be able to find some more useful information in our most recent article about proposals (with lots more templates) here: https://www.process.st/proposal-template/
Nice one. Thanks for this.
Glad to hear it helped, Deji!
Glad you enjoyed this, Lillian! ⭐️
This is what i was looking for so long. Thanks for summing up all these informations about how to write a proposal. I’m really glad that you add these free template 🙂
Awesome, glad you enjoyed the templates. Was there a particular one that you found most helpful?
Are you still free to give feedback? Happy New Year btw.
Sure we are here to give feedback! Just leave your question about proposal writing in the comments and we will get back to you as soon as we can.
I feel this is among the most vital information for me.
And i’m glad reading your article. But want to statement on few normal things, The web site style is perfect, the articles is truly excellent : D. Excellent activity, cheers
Glad to hear you enjoyed it!
Hi,have learned a lot from you,could you please help me to write a proposal how to spend on projects in a christian organization Thanks
Not sure how that would be any different, but if you have a specific question about writing proposals I’d be happy to answer it 🙂
Thanks sir for your post. I’am very greatful to receive such an skillful knowledge from you
Any organization needs a visual identity these days. It includes a unique logo, colors, wordmark, typeface, and some visual elements like illustrations and iconography that makes a memorable first impression and sets the brand apart from the competitors.
Am glad to have gotten more ideas than I expected on how to write a proposal. All in one article.
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- How to Write a Better Executive Summary
How to Write a Better Proposal Introduction
By Carl Dickson (edited)
- April 28, 2018
A lot of proposals have really bad introductions. It's not that hard to write a great proposal introduction. You just have to start off by saying something of value to the customer.
A blank page can be intimidating. Most people go through a "warm up" process while they try to figure out what to say in their introductions. They start off with something traditional that sounds uncontroversial. Here are some examples:
- Our company is pleased to submit this proposal to…
- Founded in 1901, our company is an industry-leading firm that…
- Our company is located in Somewhere, USA and specializes in…
- Our company provides…
It's easy to describe yourself, but it's the wrong way to introduce your proposal. Proposal writing is very much like having a dialogue with the reader. You are a salesperson and the reader is the customer. How would you like it if you visited a store, and after you told him what you are interested in, he started his response with one of the openers above? What if a competing salesperson approached you and instead started off by talking about how he could deliver something that fulfills your needs and has a number of other benefits? Who would get your attention?
Your introduction should be about the customer — not about you. The customer has two crucial questions:
- How you are going to fulfill their needs?
- What benefits they will derive from doing business with you?
So when you are faced with a blank page, you should start by telling them how you can fulfill their needs. Even better is to say what benefits you will deliver while fulfilling their needs. And even better still is to deliver benefits while fulfilling their needs in a way that discriminates you from the competition.
Here is the formula:
- Tell them that you will fulfill their needs or deliver what they want.
- Tell then that you will do it in a way that will provide benefits that are important to them.
- Introduce yourself by showing that you have the right qualifications to fulfill their needs.
- Then, explain why you are better positioned than anyone else to deliver the benefits you described.
How you continue from this point depends on what is most important to the customer. You can discuss:
- Fulfilling individual requirements
- Features of your solution
- Anticipated results
- Implementation process
- Project schedule
For every item you discuss, be sure to describe:
- How it relates to their needs
- How it will benefit the customer
- How capable or qualified you are in that area
- How it relates to their evaluation criteria
- The answers to any questions the customer might have
If you have a written RFP, be sure to follow any instructions regarding the outline for the proposal, and to tailor your proposal to any evaluation criteria presented in the RFP.
Once your dialogue has the reader's attention, then you get a chance to tell your story. The story is what makes them want to select you. The formula above will work only if your story is compelling. If there is a formal evaluation process, then you must score well to win. It is much easier to do that when the customer wants you. That is why it is important to tell a story that makes the customer want you.
It is not sufficient to merely fulfill their requirements or respond with what they asked for. In a competitive environment with a written RFP, you should assume that everyone will do that. It is not even sufficient to merely describe the benefits that you will bring to the customer. The benefits must add up to something that matters to the client. How you articulate this is your story. The question is: Can you articulate it?
So going back to the blank page in front of you... Instead of writing until you stumble across your story, take a few moments to articulate the main points to yourself. Then follow the formula above, making sure the elements add up to your story. While most of your competitors will deliver a traditional descriptive proposal that puts the reader to sleep, yours will engage them in a dialog about the thing that matters most to them — themselves.
Edited February 20, 2020 by Carl Dickson
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How to Write an Introduction on a Proposal Letter
by Anam Ahmed
Published on 18 Jun 2019
There are different kinds of proposal letters businesses use to intrigue prospects and close sales. Some proposal letters act as an introductory letter to a full proposal. In this kind of letter, businesses identify the main problems their clients are having and speak about the benefits of their solution. The purpose is to capture the attention of the prospects enough so that they will be interested in reading the full proposal.
Another kind of proposal letter acts as the proposal itself. It contains the problems and benefits, in addition to the solution and the next steps. In either case, the introduction of your proposal letter needs to provide the reader with enough interesting information that they will want to read on.
Start by Laying the Groundwork
The introduction for your proposal letter should start off by giving the reader some context . If you’re responding to an earlier conversation with the prospect, for example, say so in your letter: “Thank you so much for the engaging call yesterday. As promised, I’ve enclosed our proposal outlining the ways in which we can help your organization to achieve your goals.”
On the other hand, if your proposal letter is going to a cold prospect, one with which you haven’t had previous contact, you’ll need to engage them with an attention-grabbing question in your introductory paragraph. Try to figure out what your prospect’s main goals may be that you can help them with, and speak directly to that. If your organization sells software that helps businesses to improve their operations, you can ask your prospects, “Have you ever wondered what your day would look like if you were able to complete all your tasks in half the amount of time it usually takes?”
Identify the Problem in the Proposal Introduction Paragraph
Your introduction to your proposal letter needs to immediately show your prospects that you understand the challenges they are facing. This not only exemplifies your expertise in the industry, but it also shows empathy and compassion, which helps prospects to relate to your business.
Conduct market research to find out the biggest challenges your target audience is facing which you can help them with. Try to be as specific as possible in your proposal. This will help your prospects to self-identify as your potential customer. You can phrase the problem as a question, as in, “Are you looking for the best fitness program for new moms?” You can also relate the problem to other people. For example, “Many new moms are looking to find a fitness program that helps them feel strong and confident.”
Speak About the Benefits of the Solution
Next, your proposal intro should briefly discuss the benefits of your solution . You can go on to expand on what your business offers in the rest of your proposal letter. However, your introductory paragraph should just offer a brief glimpse into what the benefits are. While there may be several benefits of your product or service, try to narrow three things that make your product or service unique. What sets you apart from the competition?
Include your unique value proposition in your proposal introduction after you have shown the reader that you understand the problems they are facing. Try to simplify the benefits so they are easy to understand at a glance. If your business offers health and safety training for employees of other businesses, for example, your key benefits may be: “We enable your business to lower accidents, reduce injury legal disputes and improve operational efficiency with our unique health and safety training programs.”
Ask Questions That You Will Answer in the Proposal
Lastly, your proposal introduction should pose questions that your reader may be wondering, so that you can fully answer them in the rest of your letter and the proposal. Hint at the cost or time benefits or discuss the unique delivery methods, for example. You can also introduce your expert credentials and experience, which you can discuss more in-depth in the proposal. The idea is to let your reader know that you are aware of what information they want to see, and that you will cover it in your proposal.
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How to Write a Research Proposal | Examples & Templates. Research proposal purpose. Academics often have to write research proposals to get funding for their projects. As a student, you might have to write a ... Research proposal examples. Title page. Introduction. Literature review.
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A GUIDE FOR PROPOSAL WRITING INTRODUCTION The staff of the Division of Undergraduate Education (DUE) at the National Science Foundation (NSF) often provide informal guidance to proposers. Staff members give workshops on proposal writing, answer questions by phone and e-mail, and talk to potential awardees at professional meetings and at NSF.
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Your proposal introduction paragraph needs to hook the reader so they will want to read your full proposal. Provide context for your letter, identify your target audiences’ main challenges and speak about the benefits of your solution. Post questions that you will answer in the proposal.
A project proposal is a document or set of documents that clearly communicates and defines your project and ideas, including the goals and objectives, timelines, deliverables and budget. Project proposals are used to tell the story of why a project idea should be executed and supported.