A SAMPLE DOCUMENTS
The documents in this section represent serious attempts at applying the principles explained in Chapter 2, Disposition and the Competitive Message. They are not offered as perfect examples to be imitated, but as realistic examples with very good features. As such, they should invite productive discussion. Although the documents in this section may also demonstrate principles covered elsewhere in this book, they are not offered specifically as an application of them.
In most cases, writers have agreed to the publication of their names, positions, and company affiliations. This information is offered to provide each writing sample with a context that includes information about the industry and the writer's place within the organization. In other cases, proprietary information has been deleted or replaced but not in a way that should interfere with the usefulness of the sample or with the reader's ability to understand it.
The beginning of each document identifies the writer, the writer's current company and position, and the solicitation that prompted the writing. Also preceding each document are several brief comments from the author of this book.