Internal Persuasive Proposal using toulmin model

"Mandatory Toulmin: 4 Elements that Must be Included

claim

support

warrants

rebuttal

Optional Toulmin: 2 Elements that May be Included

backing

qualifiers"

"STRUCTURE OF AN INTERNAL PROPOSAL: 8 Essential Features

What You Should Write. How You Should Write. And Toulmin, of course!

The structure of a proposal consists of several essential features or sections. The Toulmin Model should be embedded in these sections with the exception of the ‘subject line.’ The subject line has a unique purpose outside Toulmin by acting as a title and attention getter. After this section, you will have three illustrations to study: a read-only version, a Toulmin highlighted version, and a formatting version.

1. Subject Line; Your subject line should act as a ‘title’ for your proposal. It should be specific and not overly generalized. It is persuasive in this sense: do not be vague. Your manager needs to be persuaded to read your proposal. The best chance for this is to make sure your intent is clear and focused. An example of over-generalization would be: ‘A Proposal for Changing Office Procedures’. To be more specific, try: ‘A Proposal for Streamlining the Order-Billing Process.’

2. Background Think of ‘background’ as context, the environment in which you work. It may not always be perfect and operate with 100% efficiency. Do not assume your boss understands all of the details contributing to a particular issue that needs to be resolved. You must relay this information succinctly but with as much detail as you can provide. Your manager needs to have a clear picture of events leading up to the problem, anything or anyone that may be affected by the problem, and any negative consequences resulting from a lack of action.

WARRANTS and BACKING – You will need to address the unstated questions and concerns of your bosses. This area is basically audience psychology. Put yourself in your ‘boss’s shoes.’ Fill in any blanks in information he or she may have. ‘Backing’ is considered additional warrants.

3. Statement of the Problem This section is a follow up to the ‘background.’ You have created a setting and given details of how the problem was created and possible affects. Now you must state the problem clearly and concisely. Try to keep it to three to four sentences. Remember, this informal proposal should not exceed more than two pages if presented as a memo, and no more than a six paragraph email.

WARRANTS – You are stating the problem, but you must also continue to address audience warrants. Your boss will undeniably want a problem free workplace, an unstated belief. You must convince him that this problem is real and demands action.

4. Proposed Solution Briefly describe the solution and explain why it is feasible. That is, explain why the solution is achievable, practical, and appropriate? This should not exceed three to four sentences or a 150 word paragraph.

CLAIM – Your proposed solution is your claim. The opening sentence in this section should be a clear and straightforward sentence that presents a solution. Continue writing this area in a confident tone that will convey credibility

5. Proposed Plan This is where you state the details of what must be done to solve the problem. You will also need to be specific in terms of what you will so, why you will do it, and how it will be carried out. Use language that does not guarantee absolutes.

SUPPORT and QUALIFIERS – Your proposed plan supports the claim and should use qualifying language that does not guarantee absolutes. Unforeseen circumstances may come into play

6. Costs This section describes the costs of your solution. You may set it up in line items, or a budget table. Your boss should have a clear idea of how much it will cost to implement your proposed solution.

REBUTTAL – Consider this section your rebuttal. It is the counter argument with regard to financial costs. Write to persuade the reader of the feasibility and advantages of making the investment. This should ease concerns of budgetary conflicts.

7. Benefits This is where you explain what stands to be gained if your proposed solution is implemented. Here, you can list all of the specific improvements that will take place.

WARRANTS are found in the benefits and conclusion. You are addressing the unstated concerns of your audience. You are also addressing possible negatives with positives as you conclude the proposal.

8. Conclusion This area reaffirms the need for the proposal and calls for action. It should have a confident tone and end with an optimistic vision for the future.

GUIDELINES for Persuasive Proposals

MAKE SURE you choose a suitable format for delivery. If you are writing an internal proposal whether unsolicited or solicited, choose either email or memo. If you are writing an external memo, use a standard document format with default setting. Be sure to include a cover letter, title page, and table of contents.

MAKE SURE your subject line [internal proposal] or title [external proposal] is clear and brief so that the readers will know exactly what to expect.

MAKE SURE you compose your background keeping warrants in mind. Address questions you think your boss will raise with regard to the context of the problem.

MAKE SURE you state your problem and use warrants effectively. Remember that your superiors want a smooth running problem free workplace. State your problem so that they understand why your proposal is so important.

MAKE SURE you present the proposed solution quickly as you write this section. Your solution is a recommendation. This is your claim which must be argued successfully. Keep warrants in mind.

MAKE SURE you write the proposed plan much like the support in any other argument. It is the evidence that will persuade your boss to accept your proposal. He or she will want need to believe that your solution will work.

MAKE SURE you address as many objections as you can in the cost area. This is your rebuttal or counter-argument to the attitude, “it’s too expensive to fix.”

MAKE SURE your benefits outweigh the costs. Your boss should be convinced that the investment is a sound one. Keep warrants in mind here. Become your boss and try to answer all of the questions he would ask you before he asks you the basic question: How is this going to make things better given the cost?

MAKE SURE your tone is confident, informed, and optimistic.

MAKE SURE your claim is attainable. If there are any constraints or limitations, state them. This will be when you use ‘qualifiers.’ Write any potential constraints with qualifying language.

MAKE SURE your conclusion induces action. Be sure you spell out exactly what you want them to do. Your superiors must be persuaded to ‘act’ on your recommendation also known as your claim also known as your proposed solution."