Win Strategies for Proposals
TCO 341
Dr. Marjorie T. Davis
References:
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Barakat, Robert A. 1989. Storyboarding can help your proposal.
IEEE Trans. Prof. Comm., vol 32 no 1, 20-25, March.
Greenly, Robert B. 1985. Technical writing and illustrating
strategies for winning government contracts. IEEE Trans. Prof.
Comm., vol 28 no 2, 7-12, June.
Markel, Mike. 2004. Technical Communication. BedfordStMartin’s, 7th edition.
Starkey, W.S. 2000. “The Beginnings of STOP Storyboarding
and the Modular Proposal.” APMP, Fall.
Tracey, J.R. 1992. “STOP, GO, and the State of the Art in
Proposal Writing.” IEEE Trans. Prof. Comm., vol 33 no 5, Sept.
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Proposals Are Persuasive
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Make a match
between the funders’
goals and your
services
Convince readers of
your team’s best
solution to problem
Contain persuasive
language
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Proposals are Informative
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Provide clear,
specific plans and
specifications
Show implementation process
Contain adequate
budget information
and rationale
Show awareness of
alternatives
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Proposals Are Predictable
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Follow the RFP
exactly
– contents
– headings
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Use consistent
terms, labels
Both tell and show
on every main point
Intentionally
redundant (cont.)
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Intentional Redundancy
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Different segments of audience will read
differently
Begin every major section with brief
summary
Create specific questions to answer for
each section
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Proposals Incorporate Your “Win
Strategy”
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Win Strategy: features of your team’s
plan that make it clearly superior to
others
Developed in “themes” that guide each
section
Consistently reinforced throughout the
document
--Barakat
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How to Develop Your Win
Strategy
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1) Outline completely
2) Write themes for each section
3) Storyboard each section
4) Develop graphics
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Develop Complete Outline
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Categorical outline of RFP
requirements
– creates heading, assigns writing task for
each section or part
– ensures that all requirements are met
– Example: Barakat, fig. 3
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Topical outline constructs message
and win strategy for each section
– contains “so what” and “why us”
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--Barakat
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Write Win Strategy Themes for
Each Section
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Short, high-impact sentences that
convince reader of superior solution
Use questions:
– What about it? (So what?)
– Who needs it?
– Is it required by the RFP?
– How?
– Why?
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Write Win Strategy Themes for
Each Section (cont.)
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Themes should be
– refutable, strong; an argument
– short (25 words or less)
– a line of reasoning
– qualitative
– purposeful
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Themes are the answer to “Prove it!”
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--See Barakat
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Storyboard Each Section using
Themes
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Develop facts to
support theme
Compose main
points in complete
sentences
Sketch in graphics,
supply persuasive
label for each
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Develop Graphics
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Support claims with data and
illustrations:
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tables
drawings
photos
flow diagrams, schematics, etc.
In storyboards, develop data needs
Assign team members specific parts to
be developed
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Develop Graphics (cont.)
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Prepare graphics to import, to print
– 300-600 dpi resolution
– check file extensions (.gif or .jpg, for ex.)
– use color, good design to highlight graphics
– integrate graphics into text (text wrap)
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Label, title each graphic
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--Markel
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Final Edits: Red Team Reviews
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Substantive peer
feedback on final
draft
– critical advocacy
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Reviewing content,
win strategy, details,
editing, visual
presentation
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Wrapping Up: Production
Qualities
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Final edits critical
Packaging makes
impression of quality
and competence
Binding, visual
presentation can
support win strategy
Absolutely error-free!
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