Follow these guidelines for headings in your proposal: • Use the exact heading dictated in the bid request. • Use telegraphic headings to label major sections and informative headings at other levels. • Limit numbered headings to three levels unless dictated by the bid request. • Use verb headings to convey action and noun headings to signal your purpose. • Make the bulleted list of contents and section subheadings identical in proposal sections with an informal table of contents. • Signal the level of heading by placement on the page, font size/type, and section number—be consistent. Persuasive Proposal Theme Statements Create a strategic opening by beginning each proposal section with a theme statement. Theme statements in proposals link benefits for the customer to features of the solution in your offer. Write theme statements in active voice, whenever possible. They are most effective when the customer and the benefit are mentioned before the seller or the feature. The formula in figure 14 shows the ideal elements of a well-written theme statement.
Figure 14. Theme Statement Success Formula. A customer-focused theme statement names the customer and benefit before the feature. Your discriminator and proof follow.
The proposal executive summary should also contain a persuasive theme statement that includes a key benefit and a value proposition. A value proposition is an offer demonstrating value or worth to the customer. It must possess the following characteristics: • Focus on tangible and measurable benefits • Solve a problem or save money (return on investment) • Quantifiable (value outweighs cost) • Time bound As a proposal writer, you can develop a library of theme statements and value propositions for reuse as you respond to bid requests.
See Theme Statements in the Shipley Proposal Guide .
24
Powered by FlippingBook