Adding impact to proposals

[Transcript of video]

We all know that the impact of a great presentation is much more about the performance than the content. But what if I were to tell you that the same is true of proposal writing?

Proposals need to persuade prospective purchasers that you're the right choice for them. But of course, that's exactly what the competition is trying to do too. Now, of course, you need really impressive content in your proposals, but when it comes to impact, we have to look beyond it.

My name is Anthony Golledge and I started Storyboardr to train and coach people in business on writing. And a lot of the work I do is helping teams fortify their proposal writing skills. 

The holy grail for proposal writers is differentiation: having a terrific proposition

that stands out from the others.  And if you can get that right, you're well on

the way to being selected for that prestigious new contract. But all too often, we try to differentiate through what we say, the product or the offer, or the approach. In other words, content.

So, to turn up the dial on impact, we need to be distinctive in not just what we write about, but how we write it. So I'd like to share with you three tips.

Firstly, make it about them

Now, as any good bid manager will tell you, the golden rule when responding to a client's request for a proposal is "answer the question".  But put yourself in your prospect's position. Why are they asking this question? What concerns do they have? How can you show that you emphatically understand their needs?

So the first tip is to answer the question, but then answer, so what? Make your answer talk to their pain points, the issues that they're worried about, or their hopes and dreams for the future. Because every time you talk about them and not you, you're helping your client imagine that they're already working with you.

Second, keep it simple

Being brief, keeping it simple, saying less. It's all great advice, but actually really hard to do. However, if you do the hard work, it means your client doesn't have to. So keeping it simple really means taking away all of the detail and information that they don't really need to know. So that what's left is super relevant.

And that makes their job of evaluating and scoring a proposal so much easier. And because it's hard, you'll have to write it and rewrite it and edit it until it's really tight. So my second tip here is create that first draft. But then set yourself a challenge. Say, "how can I get this across in half the number of words to someone that isn't as expert as me?" What are you going to leave out? What are you not going to say that will still communicate what you need to without all the extra detail that you have in your first draft? So be different by being the bidder who makes the complex easy to understand and writes thoughtful, concise answers.  It shows respect to your reader and lifts you above your rivals.

Now, some of my clients also feel that simplifying and demystifying and cutting through the noise is actually in harmony with their brand values, too. Think about it. We love a great TED Talk because of the presenter, the way she makes novel ideas spark connections in us and reveals some brand new insight about the world, about society, about ourselves. She's concentrated her enthusiasm for the subject into feeding our curiosity and interest, making it easy for you to go, "wow!".  Maybe you had a teacher who made you feel the same way.

Thirdly, tell your story

Everyone talks about storytelling, and the reason is obvious: it's such a natural, human way to share our understanding of ourselves and the world around us. Stories work on many different levels, piquing our interest and plucking at our curiosity to find out what happens. My final tip, then, is to use the principles of storytelling to get your reader to want to read what you've written for them, not because they have to, but because they're fascinated to read what you have to say.

Stories have structure and flow, so you'll need to think about the narrative in what you're writing. Stories have a hook which sets this up: the twist or issue or complication that ultimately gets resolved as the story unfolds. Make this crystal clear in your story, and the reader will be in no doubt what the story is all about. And stories have an emotional appeal, too. A good story makes us care about what happens. So make sure you talk about why it matters, or what it means for your reader or their organization, or the work they do. Use surprise and novelty in your language choices to stimulate your reader and make your ideas spring off the page.

So what? Well, people remember stories. They recount them to each other, and they absorb knowledge from them. So when your client's deliberating over all the proposals they've read, let yours be the one whose stories they share.

So there you have it. Make it about them by asking, "so what?". Compel yourself to say less, and keep it simple to show respect for your reader. And tell your story to make your ideas stick. These will all intensify the impact of your proposals by going beyond content.