Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
Persuasive Writing Part 2 The Magic of ISBP Applied:
Drafting Compelling Responses in 3 Easy Steps
APMP BID & PROPOSAL CON 2015 | PAGE 2
A QUICK RECAP OF PART 1ACHIEVING CLIENT FOCUS WITH THE MAGIC OF ISBP
APMP BID & PROPOSAL CON 2015 | PAGE 3
No. 1 consideration in bids…
CUSTOMER FOCUS
…but how do we achieve it?
APMP BID & PROPOSAL CON 2015 | PAGE 5
What buyers like to read…
Key Characteristics: Well structured Well presented Logical idea flow Clear messages Convincing / compelling Meaningful takeaways
APMP BID & PROPOSAL CON 2015 | PAGE 6
Being Persuasive: a short video
“The Power of Words” by Andrea Gardner
7
APMP BID & PROPOSAL CON 2015 | PAGE 8
Exercise – Bob’s Plantations…
Warning:What you are about to witness is based on a real life example of events that took place in 2008. Names and locations have been changed to protect the identity of innocent parties.
APMP BID & PROPOSAL CON 2015 | PAGE 9
About Bob and the exercise…
Our Job: Review Executive Summary
Tender: Minesite revegetation
Client: Mining Company
Business: Large scale tree planting
APMP BID & PROPOSAL CON 2015 | PAGE 10
The before…
…see handout
APMP BID & PROPOSAL CON 2015 | PAGE 11
Instructions #1 (last year)…
Read the page of textGroups of 2: share initial thoughts Easy to understand? Structure? Flow of ideas? Compelling? Key messages?
APMP BID & PROPOSAL CON 2015 | PAGE 13
ISBP – the theory
• Issue• What really matters to your customer?I• Solution• How will you address those issues?S• Benefit• What benefits will your customer receive?B• Proof• What is the evidence it will work?P
APMP BID & PROPOSAL CON 2015 | PAGE 14
Instructions #2 (last year)…
Alone, re-read the page of text Classify each paragraph: ISBP?
IssueI SolutionS
BenefitB ProofP
APMP BID & PROPOSAL CON 2015 | PAGE 15
I, S, B or P?
Bob’s Plantations (BP) was established in 1986 and has 140 employees.
Is age / size good or bad?
APMP BID & PROPOSAL CON 2015 | PAGE 18
I, S, B or P?
We understand that ClientCo Mining (CCM) requires 1.5 million biodiverse trees to be planted into a high-value environmental landscape preserving the opportunity for CCM to leverage the planting as a compliant forest sink for carbon reduction in the future.
APMP BID & PROPOSAL CON 2015 | PAGE 19
I, S, B or P?
BP has both the technical expertise and the demonstrated capacity to deliver restoration works on the scale required having planted more trees than any equivalent organisation in the USA.
APMP BID & PROPOSAL CON 2015 | PAGE 20
I, S, B or P?
BP has been conducting large scale plantings for many years and is at the forefront of landscape restoration due to experiences gained in delivering restoration works in landscapes such as the world recognized Magic Forest program in Georgia.
APMP BID & PROPOSAL CON 2015 | PAGE 21
I, S, B or P?
BP owns three plantations of its own within the Magic Forest and has conducted large scale restoration activities on its Magic 1 and Magic 2 plantations, with large portions of these properties being planted back with native vegetation.
APMP BID & PROPOSAL CON 2015 | PAGE 22
I, S, B or P?
As an example, our Magic 1 property in 2008/2009 was planted with 250 acres of biodiverse carbon. This planting represents over 250,000 stems of carbon based seedlings.
APMP BID & PROPOSAL CON 2015 | PAGE 23
I, S, B or P?
Our solution will meet a dual purpose of contributing to local biodiversity as well as reducing carbon.
APMP BID & PROPOSAL CON 2015 | PAGE 24
I, S, B or P?
We will utilize a combination of direct seeding and seedling planting that is customized with the species mix.
APMP BID & PROPOSAL CON 2015 | PAGE 25
I, S, B or P?
This approach provides optimal growth at minimal risk. It also allows BP to underpin stated yield curves and germination rates thereby providing a lower risk outcome than its peers.
APMP BID & PROPOSAL CON 2015 | PAGE 26
I, S, B or P?
BP is currently investing in building its capability further and is in the process of acquiring one of the USA’s premier native seed supply businesses. This investment will allow BP to expand its current native seed supply capacity and assist in…
APMP BID & PROPOSAL CON 2015 | PAGE 27
I, S, B or P?
BP would workshop with CCM to design a tailored tree mix and planting program that would be optimized to suit the desired goals of CCM. This would incorporate meeting whatever conditions and structures have been imposed by the Environmental Protection Agency…
APMP BID & PROPOSAL CON 2015 | PAGE 28
I, S, B or P?
The project plan would incorporate CCM’s preferred position around the following key inputs: Timeframes… Land access… Planning and design… Site preparation…
APMP BID & PROPOSAL CON 2015 | PAGE 30
I, S, B or P?
The plan would also be dovetailed to fit CCM’s requirements around: Incorporating this tree planting
program into the broader carbon reduction agreement. This will reduce CCM’s cost and commitment to managing its carbon compliance.
APMP BID & PROPOSAL CON 2015 | PAGE 32
I, S, B or P?
Determining whether CCM is seeking a corporate social responsibility outcome for this program. Because of our extensive networks within the natural resource management sector, we could package plantings… This would build awareness and the environmental profile of CCM.
APMP BID & PROPOSAL CON 2015 | PAGE 33
I, S, B or P?
Following this scoping exercise, BP would prepare a comprehensive project plan and pricing which would be submitted to CCM for sign off.
APMP BID & PROPOSAL CON 2015 | PAGE 34
ISBP – the magic…
Classify each para: I, S, B or P
Rearrange text in ISBP order
Tweak a few words here and there
Add a few persuasive elements(headlines, call-out boxes)
Hey presto!
APMP BID & PROPOSAL CON 2015 | PAGE 35
The after…
…see handout
APMP BID & PROPOSAL CON 2015 | PAGE 36
PERSUASIVE WRITING PART 2THE MAGIC OF ISBP APPLIED: DRAFTING COMPELLING RESPONSES IN 3 EASY STEPS
APMP BID & PROPOSAL CON 2015 | PAGE 37
Why is (proposal) writing so hard?
APMP BID & PROPOSAL CON 2015 | PAGE 38
3 Draft Process: ABC of proposal drafting…
Analyse
Build
CompelCBA (Plan)
(Write)
(Persuade)
APMP BID & PROPOSAL CON 2015 | PAGE 39
Draft 1: Analyse – the principles
Analyse what to write Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write
A
APMP BID & PROPOSAL CON 2015 | PAGE 40
Draft 1: Analyse – suggested structure
A1. QUESTION
Restate client criterion / issues
3. CONTENT
Broad headings & basic content
4. COLLATERAL
Identify graphics & supporting info
2. MESSAGES
List key messages that apply
ISBP
APMP BID & PROPOSAL CON 2015 | PAGE 41
Draft 2: Build – the principles
Build / expand on Draft 1 ideas Generate sub‐headings Focus is compliance (ATFQ)Majority of writing Bulk content, not polish
B
APMP BID & PROPOSAL CON 2015 | PAGE 42
Draft 3: Compel – the principles
Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas Check logic and proof readC
APMP BID & PROPOSAL CON 2015 | PAGE 43
Draft 3: Compel – persuasive techniques
Turn headings into headlines
Develop action captions
Active voice over passive voice
Reduce words: ‐ bullets, tables, flowcharts, diagrams C
APMP BID & PROPOSAL CON 2015 | PAGE 44
Draft 3: Compel – persuasive techniques
Add proof / evidence
Turn general into specific: ‐ use numbers, comparisons, statistics
Check key messages
Add calloutsC
APMP BID & PROPOSAL CON 2015 | PAGE 46
Exercise – Clean Energy
Warning:What you are about to witness is based on a real life example of events that took place in 2011. Names and locations have been changed to protect the identity of innocent parties.
APMP BID & PROPOSAL CON 2015 | PAGE 47
About the Clean Energy exercise…
Our Job: Draft evaluation criterion response
Tender: Liquid Natural Gas (LNG) Plant– Design Engineering Services
Client: Clean Energy
Business: ACME Engineering, Inc
APMP BID & PROPOSAL CON 2015 | PAGE 48
What does an LNG Plant look like?
APMP BID & PROPOSAL CON 2015 | PAGE 49
The Question…
Front End Engineering Design (FEED):Tenderer is to provide an overview of key activities in FEED to achieve Company’s goals of maximising the realisation of value in the Project.
APMP BID & PROPOSAL CON 2015 | PAGE 50
The Question: it’s like…
Building a house Architect first Design drawings Construction Get it wrong= chaos and costly!
APMP BID & PROPOSAL CON 2015 | PAGE 51
Draft 1: Analyse – the example
Analyse what to write Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write
A
APMP BID & PROPOSAL CON 2015 | PAGE 52
Draft 1: Analyse – suggested structure / steps
A1. QUESTION
Restate client criterion / issues
3. CONTENT
Broad headings & basic content
4. COLLATERAL
Identify graphics & supporting info
2. MESSAGES
List key messages that apply
ISBP
APMP BID & PROPOSAL CON 2015 | PAGE 53
Draft 1: Analyse – Steps 1 & 2
Step 1: The Question‐ Already done! Step 2: Key Messages‐ Better systems‐More LNG experience‐ Best practice research partners
A
APMP BID & PROPOSAL CON 2015 | PAGE 54
Draft 1: Analyse – Step 3 (Basic Content)
Issue: marginal viability, FEED value Solution: 3 parts‐ SAVE$ process: 5 phases‐ Value Engineering: 2 key elements‐ Value Improvement Practices x 4 (VIPs) Benefits: SAVE$, research links Proof: showcase relevant projects
A
APMP BID & PROPOSAL CON 2015 | PAGE 55
Draft 1: Analyse – Step 4 (Collateral)
Graphic: ‐ 5 step value process Testimonial: ‐ Uni of America (?) Attachment: ‐ Value Engineering SAVE$ Procedure Attachment: ‐ Case study sheets (3‐6)
A
APMP BID & PROPOSAL CON 2015 | PAGE 56
Draft 1: Analyse – the result
A…see handout
APMP BID & PROPOSAL CON 2015 | PAGE 58
Draft 2: Build – the example
Build / expand on Draft 1 ideas Generate sub‐headings Focus is compliance (ATFQ)Majority of writing Bulk content, not polish
B
APMP BID & PROPOSAL CON 2015 | PAGE 59
Draft 2: Build – key points in example
6 headings over the 4 pages Page 1: Introduction, rough diagram Page 2: Mainly text (a few bullets) Page 3: Basic 2 x 4 table Page 4: Mainly text (a few bullets)
B
APMP BID & PROPOSAL CON 2015 | PAGE 60
Draft 2: Build – the result
B…see handout
APMP BID & PROPOSAL CON 2015 | PAGE 62
Draft 3: Compel – the example
Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas Check logic and proof readC
APMP BID & PROPOSAL CON 2015 | PAGE 63
Draft 3: Persuasive techniques
Headlines into Headings
Introduction 4.1.1 A Systematic Approach to Maximising ValueSAVE$ Process 4.1.2 The Five Steps to SAVE$Value Engineering 4.1.3 How Value Engineering (and SAVE$) WorksActivities 4.1.4 Key Activities: Using VIPs to Realise ValueBenefits of SAVE$ 4.1.5 The Overall Benefits of SAVE$Previous Projects 4.1.6 Other Projects that SAVE$ has Benefited
Heading Headline
APMP BID & PROPOSAL CON 2015 | PAGE 64
Draft 3: Persuasive techniques
Enhance diagrams (page 1)
SAVE$ 5 Steps:
Information
Creativity & Ideas
Analytical
Presentation
Report & Implement
Use Bullets
APMP BID & PROPOSAL CON 2015 | PAGE 65
Draft 3: Persuasive Techniques
Action Captions (page 1):
From “Caption” Diagram ‐ Value Engineering
To “Action Caption” Figure 4.1. Value Engineering: SAVE$ provides sustainable benefits with a systematic approach
APMP BID & PROPOSAL CON 2015 | PAGE 66
Draft 3: Persuasive techniques
Use tables (page 3)Activity Description
Lessons Learned LL is about identifying completed projects that had similar deliverables. Reviewing the outputs from the LL reviews for application within the Clean Energy Gopher LNG Development Project. The review will consider the relevance and potential impact of any LL to the project and how it could be incorporated.
The benefit is not making the same mistakes, learning from good practices.
For example, pump glands were changed from open housings to closed housings to negate the problems of bearing failure caused by sand ingress.
APMP BID & PROPOSAL CON 2015 | PAGE 67
Draft 3: Persuasive techniques
Use better tables (page 3)Value Improvement Practices
Description: Lessons Learned (LL)
Process: Identifying completed projects that had similar deliverables. Reviewing the outputs from the LL reviews for application within the Clean Energy Gopher LNG Development Project. The review will consider the relevance and potential impact of any LL to the project and how it could be incorporated.
Benefits: Not making the same mistakes, learning from good practices.
Example: Pump glands were changed from open housings to closed housings to negate the problems of bearing failure caused by sand ingress.
APMP BID & PROPOSAL CON 2015 | PAGE 68
Draft 3: Persuasive techniques
Text into bullets (page 4)Benefits of SAVE$The Value Engineering processes involve the early identification…
Value engineering avoids sub‐optimal decisions caused by
Value Engineering techniques also provide the opportunity to
The use of resources can be maximised by eliminating …
ACME is also the only engineering company in America that has…
APMP BID & PROPOSAL CON 2015 | PAGE 69
Draft 3: Persuasive techniques
Text into bullets (page 4)The Overall Benefits of SAVE$• Building Trust: The Value Engineering processes…
• Optimal Design: Value engineering avoids…
• Significant Early Improvement: Value Engineering…
• Effective Resourcing: The use of resources…
APMP BID & PROPOSAL CON 2015 | PAGE 70
Draft 3: Persuasive techniques
Be specific: numbers & statistics (page 4)
A selection of three case studies …
• For the Anaconda LNG Project…
• For the Beaver LNG Project…
• For the Chrysalis LNG Project…
APMP BID & PROPOSAL CON 2015 | PAGE 71
Draft 3: Persuasive techniques
Be specific: numbers & statistics (page 4)Previous Project SAVE$ Initiative Saving/BenefitAnaconda LNG ‘Greywater’ that was used to… Realised $90m
Beaver LNG The application of a new technology and …
Realised $50m
Chrysalis LNG By applying lessons learned… 5km of piping and associated equipment worth $40m were not required
APMP BID & PROPOSAL CON 2015 | PAGE 72
Draft 3: Persuasive techniques
Add callouts for key messages (page 3)
The goal of Value Engineering is to ensure that value (not cost or price) is maximised.
VIPs involve reviewing and comparing options to select the optimum design solution that best meets all of the Project requirements.
APMP BID & PROPOSAL CON 2015 | PAGE 73
Draft 3: Compel – the result
C
…see handout
APMP BID & PROPOSAL CON 2015 | PAGE 78
Handouts – The Tender Tips
APMP BID & PROPOSAL CON 2015 | PAGE 79
First APMP ANZ Chapter Conference
Melbourne 2016
March 7th to 9th
You’re invited!
APMP BID & PROPOSAL CON 2015 | PAGE 81
Nigel Dennis, CPP APMPDirector, Bid Write Pty LtdAPMP ANZ Chapter Chair+61 414 273 757 [email protected]
Contact
APMP BID & PROPOSAL CON 2015 | PAGE 82
Nigel Dennis, CPP APMPDirector, Bid Write Pty LtdAPMP ANZ Chapter Chair+61 414 273 757 [email protected]
Contact Us
APMPPO Box 77272Washington, DC20013‐7272 Phone: +1 ‐ (202) 450‐2549www.apmp.org