proposal look feel- touchy feely

8/14/2019 Proposal Look Feel- Touchy Feely

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Proposal Look Feel: Touchy Feely?In all things, take a balanced approach. Thats an old saying withapplication in just about everything and for everyone. That also includesbusiness RFP/Proposal development. Balance is everything.

Developing a compelling proposal is a balance between the SME (SubjectMatter Expert) commentary and business spin. Its true. You cant have spinwithout technical competency or technical competency without honking yourhorn and expect to win. Yet, where do you suppose many businesses puttheir emphasis? Depends. Read on.In my experience, businesses get myopic with their SME /technical responsesand often want to go on and on about how great they are while barely (if atall) mentioning the client. Big mistake.

A few clients fancy themselves as graphic artists (who also couldnt spellInDesign if their life depended on it never mind use InDesign) and get

obsessed with look, feel, paper selection (resume vs. copier paper), binding,page layout, etc..Now, Im not saying these things dont matter. To the contrary, they do. Yetwe know when the RFP client gets all the proposals from all the vendorsbidding on the job, look/feel will play a small small small part. Its sort oflike when you revised your resume and applied for a position; manyemployers say up front on their website to STRIP OUT all bullets, formattingas they weigh the resume on the value it represents not how pretty it is. Allthings being equal, a very nice look/feel will give you the edge but otherwise,

it wont beat solid content and value from a competitor. Thats just how it is.Its really that simple.A few tips regarding practical look/feel-related issues:1. Do use a contemporary page layout and organization for your proposal.Dont get married to your template. Be flexible on a case by case basis.Some proposals necessitate a custom approach. Custom = more time andefort but also likely diferentiation.


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2. Dont go photo crazy and put one on every page (you think Im joking ).Instead, use lots of white space to communicate a clear message. DO usemeaningful simple colorful clear charts/graphs/tables to convey yourmessage for a page or a section. If you do use a chart/graph/table, consider

reducing the copy on that page/section and let the visual speak for you.Readers will greatly appreciate that.

3. Do include a table of contents. Mega themes only. You dont have to taketo the 2nd or 3rd level. KISS

4. Do include a list of visuals (charts/graphs/tables) if you have more thanfive in your document

5. Do include a list of references (links, 3rd parties) in the back appendix of

your proposal if you cite more than three

6. Do use a consistent font/color/size for section headings, block copy, visualnotes, etc.. Do not mix more than two fonts on a single page.

7. Do ensure your value and competitive distinctions are clearly cited in ameaningful and compelling way. Sounds easy. Its not.

8. Do cite a copyright notice if you have to but do it only once. There is noneed to cite your copyright and logo on every page. It looks like yourinsecure and need to stamp everything with your mark otherwise. Less is

more. Typically the RFP will cite that all documents submitted will becomeproperty of the client, so unless you have an NDA with the RFP client,copyrighting everything wont do much for you thats positive.

9. Do execute an NDA with the RFP client to enforce/ensure confidentiality

10. Spiral bound proposals are fine. Binder proposals are fine. PDF proposalsare fine. You can spend the extra bucks to have it professionally bound, but Irefer you to my earlier comments on this sort of regarding look/feel.

11. Do spell/grammar check the entire document including all attachmentsand exhibits. Best Tactic: Then have 3-5 people separately read theproposal out loud as they proof/correct it. Use your mom, neighbors or yourspouse and not just employees or coworkers. The more "foreign" they are toyour workplace, the better chance they will question things. Ask them toscribble/write on the draft you provided. Then collect their notes and seewhat changes /corrections you need to make. Then in the final, YOU read itout loud and see if it still reads well, etc..


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12. Commit to being flexible with the proposal format and organization.Each proposal is the most important marcom (marketing communications)piece you will produce for that specific account/opportunity. Content isKING.

Its really about balance. And priorities. Some may say focusing on theproposals look/feel is too touchy-feely and instead one should focus oncontent content content. I tend to agree, but cite the exception look/feeltopics above. Stay balanced and youre chances of securing the bid justimproved exponentially.

Want more ideas about how to make your proposals and other sales and marketing efforts

more effective? Contact us [email protected]. Proposal Inc is a Dallas

based professional services company providing bid management services, document

development and business consulting services solutions. We serve clients nationally and

welcome the opportunity to speak with you. Free initial consultation.

2010 Proposal Inc [email protected]

proposal look feel- touchy feely

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