And, that's why many experts suggest that proposals address at least three specific areas: problem, solution, and process (by which solution takes care of problem).

It's important to note, too, that proposals for differentiated products or services should not focus on you or your organization. Leave kudos about yourself until you've covered problem, solution, and process. And, make part about you shorter than first part of proposal.

Sophisticated proposal writers also know they can increase their chances of winning by carefully studying buyer's problem. By showing buyer they understand problem better than competitors, they give themselves an advantage.

There's another important distinction between proposals for commodities and differentiated products. In case of commodity purchases, buyer may not be user of product or service, likely reinforcing objectivity effect. On other hand, buyers who purchase differentiated or value-added products may be users as well.

In summary, be strategic when you write a proposal, thinking through what type of proposal you're creating, and by addressing issues in prospect's mind.

In developing a communication strategy, means-end concept offers a couple of important tools. First, it suggests a way to structure messages. Start with attributes, link those attributes to personal consequences, and then link consequences to satisfying personal value-needs. Second, it may help us predict impact of our messages.

For example, say your manufacturing plant is about to buy and install a major piece of machinery, and you want employees to know about it. For plant newsletter, you write an article, starting with attributes of new machinery. Now, link those attributes to personal consequences: The new equipment enhances long-term viability of plant, which makes employees' jobs more secure. And, secure jobs satisfy an important value requirement among employees, which is to provide their families with a good standard of living.

But, suppose you finish writing about attributes, and you can't get a grip on personal consequences for employees, or how it will satisfy their value needs. That should help you predict that message will fall on deaf - perhaps even hostile - ears.

Given that knowledge, you can rethink what you're doing, what you're saying, or how you're saying it.

In summary, by linking features and benefits, we give ourselves an opportunity to understand and construct effective messages, for both marketing and other purposes.