A carefully crafted communication presenting a pre-written, illustrative version of a message intended to secure a business agreement with a potential customer. This serves as a model for professionals aiming to convey the value proposition, scope of work, and anticipated costs involved in a project or service. For example, a freelance web developer might utilize such an outline to demonstrate how they would formally introduce a website redesign plan to a company.
The practice offers multiple advantages. It provides a structured framework, ensuring that all critical information is included, and also promotes consistency in external communication. Further, its usage allows for efficient tailoring of persuasive messages for diverse clients. Early examples of such standardized business communication can be traced back to the rise of professional services and formal contract negotiations in the 20th century.