Creating Effective Proposals

Proposal Writing -- Guidelines and Hints

C O N S U L T I N G

C O N S U L T I N G

Proposal Writing

Re-using Material

Reusable Material -- text or graphics from previous proposals that address similar requirements

Don’t throw boilerplate together and call it a section

Clients/evaluators know when they’re reading generic text, and resent it!

Thoroughly review and modify any text or graphics you reuse

Tailor the material to the client and the RFP

Commonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphics

Always dangerous to reuse technical solutions/approaches

C O N S U L T I N G

Proposal Writing

Proposal Tone

Begin sentences with the client’s concern

Show understanding and empathy of that concern

- prove that you know the client (names, sites, systems)

Respond to that concern

Be direct, confident and assertive, but not arrogant

Guard against too many paragraphs beginning:“KPMG understands...” or “KPMG recognizes...”

Substantiate claims with statistics and examples

Superlatives are generally bad (can’t be substantiated)

Mix the use of “we” and “KPMG” throughout

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Proposal Writing

Proposal Tone Examples

Proper Example:

“Over the past several years, the University of Massachusetts, Amherst has initiated a broad review of its administrative systems, resulting in the selection of the

PeopleSoft Student Administration System.

“Based on your RFP, we recognize that UMass desires specific assistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.”

Improper Example:

“KPMG is the global leader in every meaningful and quantifiable way.” (!)

C O N S U L T I N G

Proposal Writing

Proposal Tense

Use “active” voice - the actor comes before the verb

Avoid “passive” voice - no actor, vague, unresponsive

Correct:“KPMG will develop the system.”

Incorrect: “The system will be developed.”

Follow the “true tense” rule, whether past, present, or future

Correct:“The current system interfaces with...” “The future system will

increase access…”

Incorrect:“The future system interfaces with…”

C O N S U L T I N G

Proposal Writing

Bullet Lists

Break up lengthy narrative

Change a sentence that lists many items to a bullet list

Avoid switching tense, voice, or tone within the list

Use parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)

Capitalize the first word of each bullet in the list

Introduce bullet list with a colon, then separate each bullet with either a semi-colon or nothing

Example of a consistent bullet list:

“The NASA system will provide the following benefits: Increased response time Improved customer service Immediate data access”

C O N S U L T I N G

Proposal Writing

Graphics

Another great way to break up continuous text

Much easier to read and review

Depict processes, flows, activities better than text

Can be tables, matrices, or full-scale foldouts

Serve many purposes such as:

Staffing: names, skills, years of experience, org. charts

Qualifications: statistics, dates, projects, numbers

Work plan: tasks, hours, staff assigned

Technical: diagrams, architectures, system designs

Training: course structure, methodology

RFP requirements compliance checklist

C O N S U L T I N G

Proposal Writing

Grammar and Punctuation

Insert a comma after each element in a series of more than two elements, and in numbers of 1,000 or more

Use two spaces:– between numbers and title of section headings

– after periods and colons

Use one space after commas and semicolons

Reference other sections of the proposal when appropriate, as such:

– In section 4.3, “Potential Problems,” we discuss our risk management policies.

C O N S U L T I N G

Proposal Writing

Follow Word Conventions

Refer to “convention word list” established by Proposal Coordinator

Helps different writers/sections sound consistent

Eases final editing somewhat (search/replace list)

When in doubt, defer to RFP/client usage

Prime examples:– project vs. engagement

– client/server vs. client-server

– UNIX vs. Unix

– database vs. data base

– work plan vs. workplan

Run spell check EVERY time you exit a file!

C O N S U L T I N G

Proposal Writing

Additional Language Guidelines

Avoid using superlatives (“all, every, never”)

KPMG Legal also frowns on it

Use “exceeds the requirements” sparingly

if we really do, we should explain how and why

Avoid the ambiguous “etc.” at the end of a series

Use words for numbers less than 10

Use numbers when referring to time, money, distance, or percentage

Avoid “i.e.” and “e.g.” - use “for example”

Avoid “via” - use “through” or “using”

Know difference between “its” and “it’s”

“KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are plural

C O N S U L T I N G

Proposal Writing

“Support, Provide and Ensure”

Most overused words in proposals

Used so much they can begin to lose their meaning

Some suggested alternatives:– advocate, affirm, aid, approve, assist, confirm,

control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer, perform, promote, result in, strengthen, verify

C O N S U L T I N G

Proposal Writing

Versions and Revisions

Use MS Word “Comments” feature for notes to the reviewer or yourself (outstanding issues, holes)

Have reviewers use MS Word “Revisions” feature on soft-copy edits so you can see the changes made to your text

Always maintain a copy (and backup copy) of the most recent version of your document

different versions floating around cause nightmares

use version numbering conventions

When revising text, have the RFP/OFS handy

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Proposal Writing

Summary

Re-read the RFP/OFS requirements and evaluation criteria

Think before you start writing

Use outlines and graphics to organize thoughts

Customize the text to the client - use specific examples

Use bullets and tables for clarity

Look for graphics opportunities to break up a lot of narrative

Balance content: client need vs. KPMG capability

Avoid chestbeating - do more paragraphs begin with the client’s

name than KPMG? They should.

Every writer needs and editor

C O N S U L T I N G

Proposal Writing

Any Questions?

Carl Rosenblatt

BDST Manager, Public Services

Tyson’s Tower

703 747-6508