KEYS TO WRITING

Researched/compiled by Sharon McKelvey, Rainbow Acres Horse Rescue
http://www.geocities.com/Heartland/Garden/7321/


1. RESEARCH: No word can be written until the problem and/or company is
researched.  This may involve interviewing key executives as well as
employees.  It may require research in the library, talking to agencies, or
those with influence in the government.  Research is required because the
need that management says exists may not be the only problem a consultant
has to solve.  All needs cannot be determined without sufficient research.

2. OBJECTIVE WRITING: Adjectives and flamboyant language and promises do
not belong in proposals.  Factual writing is the language of the winning
proposal.

3. CREATIVE IDEAS: A consultant who leaves out new and creative ideas for
fear they will be stolen seldom has a chance to win.  Management and others
seeking proposals are looking for new ways and ideas to solve
problems.  There are ways to present ideas and protect them at the same time.

4. USP - ADDRESS IT: To win, proposals must have a Unique Selling
Proposition that sets the proposal writing firm apart from its
competition.  The USP can be anything from previous experience to
proprietary technology.

5. LANGUAGE: Stay away from technical jargon or acronyms that are known
only to the proposal writing firm or a select few.  Winning proposals are
written so anyone can understand them.  One exception is the technical
portion of a proposal which is usually written in technical terms.

6. HANDLING COMPETITION: Competitors should never be "put Down".  Play up
your company's ability.  Leave it up to the prospect to detect the weakness
of the competitor by comparing it with your strengths.

7. MANAGEMENT SUMMARY: Key selling points must be reiterated in a
management or executive summary that usually is placed at the beginning of
the proposal.  The summary contains all pertinent information so that the
prospect's managers do not have to read the entire proposal.  The fee for
the job is not automatically included in the summary.

8. STRATEGIZING: A proposal writing firm has to determine a
strategy.....that is, how will the project and prospect be approached.  Who
are the influences?  Who has the ultimate say?  What should be
stressed?  How should it be outlined?  Whom should we be talking to?  who
will our competitors be?

9. PROPER ORGANIZATION: Proposals should begin with a summary.  The
remainder of the proposal should be carefully organized, ending with the
qualifications of the firm. In between should be evidence that the proposal
writing company fully understands the problem and has a solution.

10. DETERMINING BUDGET & COSTS: Is there a budget, or does the consulting
firm  come up with a figure?  Is it a budget or task oriented amount of
money the prospect is offering?  How much and for what?  These are
questions the proposal writer must determine in advance because they are
questions the prospect will be examining when he or she sees the proposal.