1. Creating Effective Proposals
Writing an Effective Executive SummaryC O N S U L T I N G
2. General RulesBegin Early
Follow RFP Instructions
Highly Thematic
Clear, Expository Writing
Explicit Messages
Active Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) Tone
Avoid Adverbs and Overblown Writing
Utilize Summary Graphics
3. ObjectivesGet the Reader’s Attention
Show our Understanding of the Problem
Insights/Perspectives
Summarize Key Parts of Our Approach/Solution - Focus on How
Convey Confidence that KPMG is the Best Firm to do the Job - Why?
Obtain Important Points/Themes from Major Section Writers
4. Preparing and Writing IFirst Steps
Read the RFP/Opportunity Fact Sheet
Review Proposal Discriminators and Themes
Analyze Proposal
Learn Customer ‘Hot Buttons’
Review Other Executive Summaries
5. Preparing and Writing IIBuild Outline
Outline Each Page
Major Headings, Ideas and Graphics
Map Themes and Discriminators to Headings
6. Preparing and Writing IIIWork Through Each Section
Flesh Out Ideas that will be Developed
Use Selected Proposal Graphics
Create Summary Graphics
Use New Graphics/Text Sparingly
Create Text
Adapt Proposal Text (minimize direct lifts)
Write Introductions, Linkages, Closing Points
7. Editing and RevisionsEnsure Good Draft for Red Team Review
Seek BDM Review
Seek Sr. Manager/Partner Review
Don’t Skip Editor
Fine Tune Continuously
8. Any Questions?Carl Rosenblatt
BDST Manager, Public Services
Tyson’s Tower
703 747-6508