Ignore these four key principles for producing compelling submissions and nothing else matters:
- Strive for Clarity
As in strategy, so in articulation. A clear (and documented) bid strategy will pave the way for clear articulation.
- Translate Features into Benefits
Remember the difference between a benefit and a feature: The benefit is what results from the feature. Join the dots for the client organisation; don’t leave the evaluators to extrapolate the benefit of the feature for themselves.
- Answer the Question
Do no devolve into evasive writing when responding to EOIs, RFPs and RFTs. If you don’t know how to answer a question or if you have insufficient material to address it with substance, go back into research phase.
- Substantiate Your Claims
Avoid making “empty” claims i.e. claims made with no attempt to provide specific points of proof or any other form of substantiation.
