文档介绍：Creating Effective Proposals
Writing an Effective Executive Summary
C O N S U L T I N G
General Rules
Begin 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
Objectives
Get 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
Preparing and Writing I
First Steps
Read the RFP/Opportunity Fact Sheet
Review Proposal Discriminators and Themes
Analyze Proposal
Learn Customer ‘Hot Buttons’
Review Other Executive Summaries
Preparing and Writing II
Build Outline
Outline Each Page
Major Headings, Ideas and Graphics
Map Themes and Discriminators to Headings
Preparing and Writing III
Work Through Each Section
Flesh Out Ideas tha