This document provides guidance on key elements of effective proposal writing, including the executive summary, question/response structure, use of active and passive voice, headings, graphics, and photographs. The executive summary should convince readers that the proposed recommendations make sense, differentiate the proposal, and provide expected return on investment. Questions in the request for proposal should be answered thoroughly in the order asked. Active voice is generally preferred unless passive voice hides the actor or emphasizes the receiver. Headings and captions for graphics should be informative and connect features to customer benefits. Graphics should support the proposal message and be introduced in the text before appearing.

1. Foundation Certification
Study Group Session 6 – Proposal Writingng
Study Group Session 6 – Proposal Writingng

2. Subject Areas
• Persuasion
• Style and Tone
Proposal Management
• Question/Response Proposals
• Active and Passive Voice
• Executive Summary
• Headings and Action Captions
• Graphics and Photographs

3. Executive Summary
Ø Are we getting what we want?
Ø Do these recommendations make sense?
Ø Is there a compelling reason to do this?
Ø What do we gain by choosing these people?
Ø What differentiates them?
Ø How much will it cost?
Ø What kind of ROI can we expect?
Executive Summary is the single most important part of
the proposal, that’s likely to be read by everybody involved
in making a decision.

4. Question/Response Proposals
Ø Review all questions and identify critical ones.
Ø Allocate more time to investigate and space to answer critical ones.
Ø Use boilerplate on less-critical questions.
Ø Outline each response and review before drafting.
Ø Identify where graphics can be used to replace text.
Ø Elaborate only to the extent needed.
Ø Insert section summaries to provide perspective and gain a competitive
advantage.
Answer the questions in the order as asked in the RFP.

5. Persuasion
Needs : The customer’s key business needs,
problems, issues, pains or opportunities: the
drivers behind the deal
Outcomes : The positive impact that will
come from meeting those needs: the
motivation to move forward
Solutions : A recommendation for a product
or service that will solve the problem and
deliver the outcomes
Evidence : Proof you can do the job on time
and on budget : your differentiators

6. Style and Tone
ü Match the tone of each document to your objective
ü Organize the document as per the RFP instructions and
then follow the Four-Box organizational style
1. Summary
2. Introduction
3. Body
4. Review
ü Adapt sentence length and structure
ü Avoid using abbreviations and jargons
ü Adopt a customer-focused writing style
ü Choose correct words
ü Eliminate clichés, false subjects, gobbledygook and
redundant words

7. Active/Passive Voice
Ø Use Active voice unless you have a good reason to
choose passive
Ø Use a passive voice only when you do not know the
actor or do not want to mention
Ø Use a passive voice when the receiver is more important
than the actor
Ø Use passive construction to clearly link two sentences
Ø Use personal pronouns and active voices to convey
responsibility and clarity
Ø Convert passive sentences to active by rethinking,
rewording or reordering the sentence

8. Headings and Action Captions
Ø Use exact headings as dictated in the RFP
Ø Use telegraphic headings to label major sections
Ø Use informative headings in all other cases
Ø Limit the numbered headings to three levels
Ø Use verb headings to convey action, use noun headings to signal your purpose
Ø Make the bulleted list of contents and sections identical in proposal sections
Ø Use interpretative action captions with every graphic or figure
Ø Draft each caption with three parts : the figure no, the title, and the caption
Ø Use informative titles
Ø Connect a customer benefit to the feature depicted in the graphic
Ø Quantify the benefit if possible
Ø Place action caption below the graphic
Ø Refer all graphic by figure no in the preceding text
Ø Use a different typeface or style for the figure title

9. Graphics and Photographs
u Select or create graphics that speak
u Conceive graphics before you write the text
u Select graphics that best support your message
u Introduce graphics in the text before they appear in the proposal
u Orient graphics vertically
u Minimize text in the graphics. Concentrate text in an action caption
u Number the graphics in the order of their appearance in major section
u Include an interpretative action caption with every graphic
u Visualize what your prospect wants to see and then select images
u Select photographs that support your overall strategy
u Use the resolution appropriate to the finished size and media
u Balance the use of photographs with increased production time and cost

10. Stay connected with us on Linkedin Study Group for
details of the next webinar on Proposal Pricing.
Thank You.
Abhijit Majumdar CP.APMP
Associate Vice President
Zensar Technologies Ltd. Pune. India.