Proposals should be designed to be evaluated, not just read.
As I review tender responses, I often have to ask, ‘Where is the answer to the question?’
Many clients are pleased to see alternative solutions or methodologies in the proposals they receive. They acknowledge that suppliers may be more experienced and thus able to suggest improvements to the specification.
Winning proposals are those which give the customer what he wants.
The reader does not want to read a generic description of someone else (you) in a proposal. They want to read about what you will do for them if they accept your proposal.
Scoring criteria frequently includes something akin to “shows excellent understanding of our needs”.
If you rely heavily on generic text when writing a proposal you are likely to be seen as lazy or lacking customer focus.
When an invitation to tender sets out specific questions for you to answer, you should take note of the wording they use.
Think about the different people who will read your document and write accordingly.
Win themes must be tangible and evidence based. They should clearly differentiate you from your competitors.