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In an unsolicited proposal, what is the first thing a writer needs to establish for the audience? The cost of the project The audience has

In an unsolicited proposal, what is the first thing a writer needs to establish for the audience?
The cost of the project
The audience has an unmet need
The writer's company is the best company to solve the problem
What the writer's company can offer that competition cannot
The circumstances that influenced the proposal
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