Creating Effective ProposalsProposal Writing - Guidelines and HintsC O N S U L T I N G第1页，共15页。C O N S U L T I N GProposal WritingRe-using MaterialReusable Material - text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when theyre reading generic text, and resent it!Thoroughly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphicsAlways dangerous to reuse technical solutions/approaches 第2页，共15页。C O N S U L T I N GProposal WritingProposal ToneBegin sentences with the clients concernShow understanding and empathy of that concern - prove that you know the client (names, sites, systems)Respond to that concernBe direct, confident and assertive, but not arrogantGuard against too many paragraphs beginning:“KPMG understands.” or “KPMG recognizes.” Substantiate claims with statistics and examplesSuperlatives are generally bad (cant be substantiated)Mix the use of “we” and “KPMG” throughout第3页，共15页。C O N S U L T I N GProposal WritingProposal Tone ExamplesProper 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.” (!)第4页，共15页。C O N S U L T I N GProposal WritingProposal TenseUse “active” voice - the actor comes before the verbAvoid “passive” voice - no actor, vague, unresponsiveCorrect:“KPMG will develop the system.”Incorrect: “The system will be developed.” Follow the “true tense” rule, whether past, present, or futureCorrect:“The current system interfaces with.” “The future system will increase access”Incorrect:“The future system interfaces with” 第5页，共15页。C O N S U L T I N GProposal WritingBullet ListsBreak up lengthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense, voice, or tone within the listUse parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a colon, then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:“The NASA system will provide the following benefits:Increased response timeImproved customer serviceImmediate data access”第6页，共15页。C O N S U L T I N GProposal WritingGraphicsAnother great way to break up continuous textMuch easier to read and reviewDepict processes, flows, activities better than textCan be tables, matrices, or full-scale foldoutsServe many purposes such as:Staffing: names, skills, years of experience, org. chartsQualifications: statistics, dates, projects, numbersWork plan: tasks, hours, staff assignedTechnical: diagrams, architectures, system designsTraining: course structure, methodologyRFP requirements compliance checklist第7页，共15页。C O N S U L T I N GProposal WritingGrammar and PunctuationInsert a comma after each element in a series of more than two elements, and in numbers of 1,000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas and semicolonsReference other sections of the proposal when appropriate, as such:In section 4.3, “Potential Problems,” we discuss our risk management policies.第8页，共15页。C O N S U L T I N GProposal WritingFollow Word ConventionsRefer to “convention word list” established by Proposal Coordinator Helps different writers/sections sound consistentEases final editing somewhat (search/replace list)When in doubt, defer to RFP/client usagePrime examples:project vs. engagementclient/server vs. client-serverUNIX vs. Unixdatabase vs. data basework plan vs. workplanRun spell check EVERY time you exit a file!第9页，共15页。C O N S U L T I N GProposal WritingAdditional Language GuidelinesAvoid using superlatives (“all, every, never”)KPMG Legal also frowns on itUse “exceeds the requirements” sparinglyif we really do, we should explain how and whyAvoid the ambiguous “etc.” at the end of a seriesUse words for numbers less than 10Use numbers when referring to time, money, distance, or percentageAvoid “i.e.” and “e.g.” - use “for example”Avoid “via” - use “through” or “using”Know difference between “its” and “its”“KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are plural第10页，共15页。C O N S U L T I N GProposal Writing“Support, Provide and Ensure”Most overused words in proposalsUsed 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第11页，共15页。C O N S U L T I N GProposal WritingVersions and RevisionsUse 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 textAlways maintain a copy (and backup copy) of the most recent version of your documentdifferent versions floating around cause nightmaresuse version numbering conventions When revising text, have the RFP/OFS handy第12页，共15页。C O N S U L T I N GProposal WritingSummaryRe-read the RFP/OFS requirements and evaluation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client - use specific examplesUse bullets and tables for clarityLook for graphics opportunities to break up a lot of narrativeBalance content: client need vs. KPMG capabilityAvoid chestbeating - do more paragraphs begin with the clients name than KPMG? They should.Every writer needs and editor第13页，共15页。C O N S U L T I N GProposal WritingAny Questions?Carl RosenblattBDST Manager, Public ServicesTysons Tower703 747-6508第14页，共15页。C O N S U L T I N GProposal Writing演讲完毕，谢谢观看！第15页，共15页。