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ProposalWriting--GuidelinesandHints
CONSULTING
Re-usingMaterial
ReusableMaterial--textorgraphicsfromprevious proposalsthataddresssimilarrequirements
Don’tthrowboilerplatetogetherandcallita section
Clients/evaluatorsknowwhenthey’rereading generictext,andresentit!
Thoroughlyreviewandmodifyanytextorgraphics youreuse
TailorthematerialtotheclientandtheRFP
Commonlyreusedmaterial-qualifications,client profiles,resumes,statistics,capabilities,graphics
Alwaysdangeroustoreusetechnical solutions/approaches
ProposalTone
Beginsentenceswiththeclient’sconcern
Showunderstandingandempathyofthatconcern
-provethatyouknowtheclient(names,sites,systems)
Respondtothatconcern
Bedirect,confidentandassertive,butnotarrogant
Guardagainsttoomanyparagraphsbeginning: “KPMGunderstands...”or“KPMGrecognizes...”
Substantiateclaimswithstatisticsandexamples
Superlativesaregenerallybad(can’tbe substantiated)
Mixtheuseof“we”and“KPMG”throughout
ProposalToneExamples
ProperExample:
“Overthepastseveralyears,theUniversityof Massachusetts,Amhersthasinitiatedabroadreviewof itsadministrativesystems,resultingintheselectionof thePeopleSoftStudentAdministrationSystem.
“Based onyourRFP,werecognizethatUMassdesires specific assistancerelatedtothebusinessprocess redesignofyourstudentservices,andfit-gapanalyses fortheseimprovedprocesses.”
ImproperExample:
“KPMGisthegloballeaderineverymeaningfuland quantifiableway.”(!)
ProposalTense
Use“active”voice-theactorcomesbeforetheverb
Avoid“passive”voice-noactor,vague,unresponsive
Correct: “KPMGwilldevelopthesystem.”
Incorrect: “Thesystemwillbedeveloped.”
Followthe“truetense”rule,whetherpast,present, orfuture
Correct:
“Thecurrentsysteminterfaceswith...” “Thefuturesystemwillincreaseaccess…”
Incorrect: “Thefuturesysteminterfaceswith…”
BulletLists
Breakuplengthynarrative
Changeasentencethatlistsmanyitemstoabulletlist
Avoidswitchingtense,voice,ortonewithinthelist
Useparallelwordingtostarteachbullet (thesamekindofword-verb,noun,adjective,etc.)
Capitalizethefirstwordofeachbulletinthelist
Introducebulletlistwithacolon,thenseparateeach bulletwitheitherasemi-colonornothing
Exampleofaconsistentbulletlist:
“TheNASAsystemwillprovidethefollowingbenefits:
Increasedresponsetime
Improvedcustomerservice
Immediatedataaccess”
Graphics
Anothergreatwaytobreakupcontinuoustext
Mucheasiertoreadandreview
Depictprocesses,flows,activitiesbetterthantext
Canbetables,matrices,orfull-scalefoldouts
Servemanypurposessuchas:
Staffing:names,skills,yearsofexperience,
Qualifications:statistics,dates,projects,numbers
Workplan:tasks,hours,staffassigned
Technical:diagrams,architectures,systemdesigns
Training:coursestructure,methodology
RFPrequirementscompliancechecklist
GrammarandPunctuation
Insertacommaaftereachelementinaseriesofmorethantwoelements,andinnumbersof 1,000ormore
Usetwospaces:
betweennumbersandtitleofsectionheadings
afterperiodsandcolons
Useonespaceaftercommasandsemicolons
Referenceothersectionsoftheproposal whenappropriate,assuch:
,“PotentialProblems,”wediscussourriskmanagementpolicies.
FollowWordConventions
Referto“conventionwordlist”establishedbyProposalCoordinator
Helpsdifferentwriters/sectionssoundconsistent
Easesfinaleditingsomewhat(search/replacelist)
Whenindoubt,defertoRFP/clientusage
Primeexamples:
client/-server
RunspellcheckEVERYtimeyouexitafile!
AdditionalLanguageGuidelines
Avoidusingsuperlatives(“all,every,never”)
KPMGLegalalsofrownsonit
Use“exceedstherequirements”sparingly
ifwereallydo,weshouldexplainhowandwhy
Avoidtheambiguous“etc.”attheendofaseries
Usewordsfornumberslessthan10
Usenumberswhenreferringtotime,money,distance,orpercentage
Avoid“.”and“.”-use“forexample”
Avoid“via”-use“through”or“using”
Knowdifferencebetween“its”and“it’s”
“KPMGstaff”issingular,“personnel”areplural;“datum”issingular,“data”areplural