Style is all about credibility. Your credibility as well as the institution or company you are representing credibility is on the line. Most funders specify the quantity they expect in a proposal, but it is the quality of the proposal that will determine if the funders deems you and your company credible and committed to the proposed project.
The section on writing paragraphs seems pretty basic; however, it is surprising how many proposals are sent out that do not follow these basic guidelines. Stay on point. Do not try to "flatter" the reader(s) with your education and knowledge. Stick with the need to know instead of the want to tell you format. A proposal is intended to prompt future discussions, not rejection.
The goal of a proposal is to be rhetorically persuasive. Using metaphors may not always work to your advantage. A reviewer may be of another nationality or not familiar with the metaphor you deem as familiar. This could result in a negative review.
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