Proposal Look Feel: Touchy Feely?

“In all things, take a balanced approach.” That’s an old saying with
application in just about everything and for everyone. That also includes
business RFP/Proposal development. Balance is everything.

Developing a compelling proposal is a balance between the SME (Subject

Matter Expert) commentary and business spin. It’s true. You can’t have spin
without technical competency or technical competency without honking your
horn – and expect to win. Yet, where do you suppose many businesses put
their emphasis? Depends. Read on.

In my experience, businesses get myopic with their SME /technical responses

and often want to go on and on about how great they are while barely (if at
all) mentioning the client. Big mistake.

A few clients fancy themselves as graphic artists (who also couldn’t spell
InDesign if their life depended on it never mind use InDesign) and get
obsessed with look, feel, paper selection (resume vs. copier paper), binding,
page layout, etc..

Now, I’m not saying these things don’t matter. To the contrary, they do. Yet
we know when the RFP client gets all the proposals from all the vendors
bidding on the job, look/feel will play a small small small part. It’s sort of
like when you revised your resume and applied for a position; many
employers say up front on their website to STRIP OUT all bullets, formatting
as they weigh the resume on the value it represents – not how pretty it is. All
things being equal, a very nice look/feel will give you the edge but otherwise,
it won’t beat solid content and value from a competitor. That’s just how it is.
It’s really that simple.

A few tips regarding practical look/feel-related issues:

1. Do use a contemporary page layout and organization for your proposal.
Don’t get married to your template. Be flexible on a case by case basis.
Some proposals necessitate a custom approach. Custom = more time and
effort but also likely differentiation.
2. Don’t go photo crazy and put one on every page (you think I’m joking …).
Instead, use lots of white space to communicate a clear message. DO use
meaningful simple colorful clear charts/graphs/tables to convey your
message for a page or a section. If you do use a chart/graph/table, consider
reducing the copy on that page/section and let the visual speak for you.
Readers will greatly appreciate that.

3. Do include a table of contents. Mega themes only. You don’t have to take
to the 2nd or 3rd level. “KISS”

4. Do include a list of visuals (charts/graphs/tables) if you have more than

five in your document

5. Do include a list of references (links, 3rd parties) in the back appendix of

your proposal if you cite more than three

6. Do use a consistent font/color/size for section headings, block copy, visual

notes, etc.. Do not mix more than two fonts on a single page.

7. Do ensure your value and competitive distinctions are clearly cited in a

meaningful and compelling way. Sounds easy. It’s not.

8. Do cite a copyright notice if you have to but do it only once. There is no

need to cite your copyright and logo on every page. It looks like your
insecure and need to stamp everything with your mark otherwise. Less is
more. Typically the RFP will cite that all documents submitted will become
property of the client, so unless you have an NDA with the RFP client,
copyrighting everything won’t do much for you that’s positive.

9. Do execute an NDA with the RFP client to enforce/ensure confidentiality

10. Spiral bound proposals are fine. Binder proposals are fine. PDF proposals
are fine. You can spend the extra bucks to have it professionally bound, but I
refer you to my earlier comments on this sort of regarding look/feel.

11. Do spell/grammar check the entire document including all attachments

and exhibits. Best Tactic: Then have 3-5 people separately read the
proposal out loud as they proof/correct it. Use your mom, neighbors or your
spouse and not just employees or coworkers. The more "foreign" they are to
your workplace, the better chance they will question things. Ask them to
scribble/write on the draft you provided. Then collect their notes and see
what changes /corrections you need to make. Then in the final, YOU read it
out loud and see if it still reads well, etc..
12. Commit to being flexible with the proposal format and organization.
Each proposal is the most important marcom (marketing communications)
piece you will produce for that specific account/opportunity. Content is
KING.

It’s really about balance. And priorities. Some may say focusing on the
proposal’s look/feel is too touchy-feely and instead one should focus on
content content content. I tend to agree, but cite the exception look/feel
topics above. Stay balanced and you’re chances of securing the bid just
improved exponentially.

Want more ideas about how to make your proposals and other sales and marketing efforts
more effective? Contact us at contact@proposalsandrfps.com. Proposal Inc is a Dallas
based professional services company providing bid management services, document
development and business consulting services solutions. We serve clients nationally and
welcome the opportunity to speak with you. Free initial consultation.

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