Drawbacks of Theme Statements in Proposals
Theme statement in proposals must be carefully constructed. If the assumed customer benefit in the theme statement is not perceived as a benefit to the customer, then credibility is lost. If the theme statement introduces a benefit, but the following discussion does not directly support that benefit, then more credibility is lost. Finally, in concert with Ausubel's findings, theme statements should not be used to introduce sections in a proposal customers already know well. The chances of seeming patronizing or disingenuous are too high.
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—Mark Twain [Samuel Langhorne Clemens] (1835–1910)
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