- 1. Creating Effective Proposals
Writing an Effective Executive SummaryC O N S U L T I N G
- 2. General RulesBegin 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
- 3. ObjectivesGet 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
- 4. Preparing and Writing IFirst Steps
Read the RFP/Opportunity Fact Sheet
Review Proposal Discriminators and Themes
Analyze Proposal
Learn Customer ‘Hot Buttons’
Review Other Executive Summaries
- 5. Preparing and Writing IIBuild Outline
Outline Each Page
Major Headings, Ideas and Graphics
Map Themes and Discriminators to Headings
- 6. Preparing and Writing IIIWork Through Each Section
Flesh Out Ideas that will be Developed
Use Selected Proposal Graphics
Create Summary Graphics
Use New Graphics/Text Sparingly
Create Text
Adapt Proposal Text (minimize direct lifts)
Write Introductions, Linkages, Closing Points
- 7. Editing and RevisionsEnsure Good Draft for Red Team Review
Seek BDM Review
Seek Sr. Manager/Partner Review
Don’t Skip Editor
Fine Tune Continuously
- 8. Any Questions?Carl Rosenblatt
BDST Manager, Public Services
Tyson’s Tower
703 747-6508
