Writing Winning Proposals - Part 3
Misconception #3 - Pack your proposals with graphics.
It's only natural when your proposal starts to groan under the weight of text ... "Just put in some pictures to break it up and make it easier to read." When used correctly, images and graphics can add to your proposal. But when used in excess or poorly chosen, they will be distracting to your prospect and cheapen your message.
The range of graphics available to the proposal writer is vast. Photographs, clip art, graphs, charts, sidebars and tables all present themselves as contenders for visual attention.
When you consider the use of graphics in your proposals ask yourself these questions first.
What purpose does the graphic serve? In proposals, as in most communications, simplicity is key. Beware of the temptation to add graphics or visual ornaments (including colour headers and footers) to brighten up a page. They can distract the reader from the real information and deliver a message of haphazard confusion rather than the real benefits you are offering your prospect. Just like each word in your proposal, graphics have to earn their place on the page by adding value to your message.
Can your graphics be easily understood? A complex graphic does not automatically mean its meaning is profound. Usually the opposite is true. If a graphic is complex, seek ways to break it down into several smaller, easily understood graphics. Strategies and processes are best laid out as plainly as possible. When you need to make your point with graphs and tables, take your cues from the financial press. Purchase the Australian Financial Review, The Financial Times or the redesigned Wall Street Journal for examples of graphical information that can be viewed and understood in just seconds.
Do your graphics have a consistent look and feel? Mismatched graphics look haphazard, untidy and unprofessional. Most importantly, your brand identity disappears into the visual free-for-all and your brand (the image and personality your organisation presents to the world) is your most valuable asset. If in doubt, consult a graphic designer well ahead of the submission deadline. Resist the temptation to ask someone in the office who 'likes doing the pictures'. A few hours with a graphic designer is an investment that will pay dividends.
Misconception #4 - Everyone should have their say.
Proposal preparation by committee is a recipe for ineffectual communication. Even if you don't have a formal committee structure, there is a tendency for the process to grow and collect more contributors and even more points of view. The end result is a clamour of different 'voices' trying to become the loudest and dilution of the key messages. The task should be assigned to one person withy the job of keeping the proposal 'on-message'. Certainly this person may have assistance from others - or if the proposal is significant it may be fully dedicated teams - but staying true to your brand, your message and the proposal brief requires the focus provided from one person at the helm.
Conclusion - Proposals are marketing.
Poor proposals can win business. But all things being equal - and we live in an era of product parity - quality proposals will give you the edge. Quality is more than good grammar and the absence of errors. Quality is about how well your message is being received by your prospect. Quality is about communication.
I'll say it again: Proposals are marketing. You proposal is a front-line salesperson. It is far more likely to make an impact than a brochure or an email. Given that proposals are requested by your prospect, even if it gets just a five minute read, it is still considerably more than the attention given to most unsolicited communications. Proposals are, without doubt, one of the strongest weapons in your marketing arsenal.
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