OUGD503: Responsive Design Session

Session 3: Pitch & Propose

For the first half of this session  Fred presented us with 10 steps to writing persuasive project proposals:

1 -- Set clear aims and objectives.

• You wont be able to effectively propose anything without properly understanding the aims and objectives you are going to achieve.
• What is the overall outcome you want to achieve? To sell a product? To generate an emotional response?
• First, describe your aims -- what changes are you trying to affect?
• Secondly, describe your objectives - how are you going to achieve your aims?

2 -- Be Smart.

• Specific
• Measurable
• Achievable
• Realistic
• Time Bound

3 -- Use words from the brief.

4 -- justify the need for your proposal.

• Justify the need for your proposal. 
• It is irrelevant pitching an idea which doesn't help the client. 
• You need to create a strong and well-informed argument for why your idea is best.
• Be confident in your decisions to help persuade others.

5 -- Describe your audience.

• Specify exactly who 'they' are.
• Demographics?
• Locations?
• Lifestyle?
• Which industry?
• What values do they have?
• Why will they engage with it?

6 -- Describe your motivations.

• Engage your audience with your proposal.
• What do you feel is important about this brief?
• Why are you doing this? -- Reassure your target audience.
• You need to consider the specific ethos of the brand/company/client.
• Respect your target audience's specifications and requirements. Take responsibility for their needs.

7 -- Consider the viewer.

• Always remember to check for typos.
• Present your concepts clearly and effectively. 
• The concept must be appropriate for current trends.
• Consider an appropriate tone of voice not only for your concept, but also for the delivery of the concept. 
• If your concept uses a humorous tone of voice, it does not necessarily mean the pitch/delivery must take the same tone of voice. -- People wont buy into this. Its likely they wont take you or your concept seriously.

8 -- Don't be vague.

• Terminology is very important.
• Words to avoid: Unique, nice, special, normal, bland, sleek, definitely, awesome, basically, essentially, totally, interesting, utilize, like, get, got, I, chance, actually, really, truly, amazing, everyone, never, always, things, life, a lot, good, bad, cool, whatever, went, boring, trendy, stylish, maybe, individual............

9 -- Visualise the end product/outcome. 

• Proposals usually include visuals as a concept of the final outcome. This gives the client a vision of where the project is aiming towards.
• From this, it easier and more interesting for the client to engage in the following chronological process of how this is going to be achieved.

10 -- Assume nothing.

• Assuming nothing ensures that you are explaining everything in full.
• Question everything -- prepare for all challenges and limitations raised.
• Carry out enough research to justify and support your ideas with external resources.
• Something can be conventionally 'perfect' but that doesn't necessarily mean it stands out. 'perfect' conforms to the mass and doesn't take any risks.