One of the most critical steps in proposal writing is also the simplest: read the directions carefully. This may sound like common sense, but it's often the number one cause of proposal failure. Misreading, misinterpreting or overlooking key aspects of the RFP (Request for Proposal) can lead to confusion, rewriting, and compliance issues, and worse—lost opportunities.
Imagine your team spends weeks crafting a proposal, only to realize that a crucial element—such as a requirement for a copy of your intent to bid, an executive summary or a safety plan—was missed. This can set back the entire project or cost you the bid.
Take the time to carefully review every section of the RFP. Mark any vague or ambiguous language and seek clarification or define interpretation before proceeding with writing. Not only will this save you time, but it will also ensure that your proposal aligns perfectly with what the client is looking for.
Before diving into the writing process, develop a clear proposal win strategy. This strategy should be comprehensive, covering everything from the client and decision-maker’s needs, goals and concerns to your solution’s key strengths and key competitor weaknesses. Proposals are persuasive documents, so it’s essential to show that you understand the project goals and challenges.
Work with your proposal manager to refine this strategy. They know the ins and outs of your organization’s capabilities and can provide valuable input on aligning the proposal with the client’s expectations. A well-thought-out strategy not only strengthens your proposal but it also saves time by focusing resources on what what will win the bid.
Additionally, identify relevant supporting information—for example, case studies, customer stories and quotes that highlight your expertise and results. This will not only enhance your credibility but also demonstrate that your solution is tailor-made to address the client’s unique needs.
In any persuasive document, including a proposal, it's essential to provide proof to back up your claims. Evaluators are looking for concrete examples and details to relate to, not just vague promises. Avoid statements like, "We can deliver," without backing them up with specifics. You need to show how you can deliver and that you delivered the desired results.
Provide clear, actionable steps and use data whenever possible to support your solution. Include case studies, testimonials, and examples from previous projects that demonstrate your track record of success. By showing evaluators the proven outcomes of your past work, you establish your company as a reliable and capable partner. This is where the power of storytelling comes into play. Use relevant client stories to bring your proposal to life, showing not just what you can do but how you’ve done it successfully before.
Proposal writing is about balance. You need to present enough information to make a persuasive argument, but not overwhelm the evaluator with irrelevant or excessive details. Striking the right balance between thoroughness and brevity is essential.
Avoid falling into the trap of including unnecessary fluff—anecdotes, filler words, or grandiose language that sounds impressive but adds little value. These types of embellishments can dilute the strength of your proposal and even raise red flags for the evaluator. Stick to the essentials: focus on the requirements outlined in the RFP and the key strengths of your proposal. Use clear and concise language that makes it easy for evaluators to follow your argument and understand your solution.
Phrases like “basically,” “actually,” or “in general” add uncertainty and weaken your proposal’s tone. Instead, opt for more decisive and direct language. Show confidence in your solution by cutting out unnecessary words and making every sentence count.
Anyone who has read through a lengthy document knows how distracting repetition can be. In proposal writing, while repetition can be useful to reinforce key points, overuse of the same words or phrases can make your writing feel monotonous and unprofessional.
Keep a thesaurus handy to avoid repetitive language. A quick look at alternative words can help keep your writing fresh and engaging. For instance, if you find yourself overusing words like "important" or "essential," explore synonyms that can add variety without changing the meaning.
However, repetition can be a strategic tool in proposals. In lengthy documents, strategic repetition helps remind evaluators of your core message. Rephrase key points, include different examples, or introduce new perspectives on the same topic to reinforce your main argument.
Moreover, consider adding visuals or client quotes to break up large sections of text. This helps keep the reader engaged and supports your narrative by offering a different medium for understanding your points.
No matter how skilled your proposal team is, reviews are indispensable to the proposal process. Writing a proposal is much like playing a team sport—everyone contributes, but it’s important to take a step back and assess your progress regularly. Review cycles ensure that all aspects of the proposal are examined from different angles, allowing you to identify gaps and refine your approach before submission.
Request specific feedback from your reviewers. Instead of asking for general feedback, ask for actionable instructions. Ensure that each review cycle builds upon the previous one, so that your proposal continuously improves with each revision. A solid review process will help you catch compliance issues, correct weaknesses in your strategy, and ensure that your proposal aligns with the client’s expectations.
Treat each review as an opportunity to improve your chances of winning. A detailed, constructive review process will elevate your proposal’s quality and ensure that it stands out from the competition.
Crafting a compelling proposal is an essential skill for professionals across various industries. By following these guiding principals, you can significantly improve your proposal writing abilities and improve your chances of winning.