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1、Creating Effective ProposalsProposal Writing-Guidelines and Hints,C O N S U L T I N G,Re-using Material,Reusable Material-text or graphics from previous proposals that address similar requirementsDont throw boilerplate together and call it a sectionClients/evaluators know when theyre reading generic
2、 text,and resent it!Thoroughly review and modify any text or graphics you reuseTailor the material to the client and the RFPCommonly reused material-qualifications,client profiles,resumes,statistics,capabilities,graphicsAlways dangerous to reuse technical solutions/approaches,Proposal Tone,Begin sen
3、tences with the clients concernShow understanding and empathy of that concern-prove that you know the client(names,sites,systems)Respond to that concernBe direct,confident and assertive,but not arrogantGuard against too many paragraphs beginning:“KPMG understands.”or“KPMG recognizes.”Substantiate cl
4、aims with statistics and examplesSuperlatives are generally bad(cant be substantiated)Mix the use of“we”and“KPMG”throughout,Proposal Tone Examples,Proper Example:“Over the past several years,the University of Massachusetts,Amherst has initiated a broad review of its administrative systems,resulting
5、in the selection of the PeopleSoft Student Administration System.“Based on your RFP,we recognize that UMass desires specificassistance related to the business process redesign of your student services,and fit-gap analyses for these improved processes.”Improper Example:,“KPMG is the global leader in
6、every meaningful and quantifiable way.”(!),Proposal Tense,Use“active”voice-the actor comes before the verbAvoid“passive”voice-no actor,vague,unresponsiveCorrect:“KPMG will develop the system.”Incorrect:“The system will be developed.”Follow the“true tense”rule,whether past,present,or futureCorrect:“T
7、he current system interfaces with.”“The future system will increase access”Incorrect:“The future system interfaces with”,Bullet Lists,Break up lengthy narrativeChange a sentence that lists many items to a bullet listAvoid switching tense,voice,or tone within the listUse parallel wording to start eac
8、h bullet(the same kind of word-verb,noun,adjective,etc.)Capitalize the first word of each bullet in the listIntroduce bullet list with a colon,then separate each bullet with either a semi-colon or nothingExample of a consistent bullet list:,“The NASA system will provide the following benefits:Increa
9、sed response timeImproved customer serviceImmediate data access”,Graphics,Another great way to break up continuous textMuch easier to read and reviewDepict processes,flows,activities better than textCan be tables,matrices,or full-scale foldoutsServe many purposes such as:Staffing:names,skills,years
10、of experience,org.chartsQualifications:statistics,dates,projects,numbersWork plan:tasks,hours,staff assignedTechnical:diagrams,architectures,system designsTraining:course structure,methodologyRFP requirements compliance checklist,Grammar and Punctuation,Insert a comma after each element in a series
11、of more than two elements,and in numbers of 1,000 or moreUse two spaces:between numbers and title of section headingsafter periods and colonsUse one space after commas and semicolonsReference other sections of the proposal when appropriate,as such:In section 4.3,“Potential Problems,”we discuss our r
12、isk management policies.,Follow Word Conventions,Refer to“convention word list”established by Proposal Coordinator Helps different writers/sections sound consistentEases final editing somewhat(search/replace list)When in doubt,defer to RFP/client usagePrime examples:project vs.engagementclient/serve
13、r vs.client-serverUNIX vs.Unixdatabase vs.data basework plan vs.workplanRun spell check EVERY time you exit a file!,Additional Language Guidelines,Avoid using superlatives(“all,every,never”)KPMG Legal also frowns on itUse“exceeds the requirements”sparinglyif we really do,we should explain how and wh
14、yAvoid the ambiguous“etc.”at the end of a seriesUse words for numbers less than 10Use numbers when referring to time,money,distance,or percentageAvoid“i.e.”and“e.g.”-use“for example”Avoid“via”-use“through”or“using”Know difference between“its”and“its”“KPMG staff”is singular,“personnel”are plural;“dat
15、um”is singular,“data”are plural,“Support,Provide and Ensure”,Most overused words in proposalsUsed so much they can begin to lose their meaning Some suggested alternatives:advocate,affirm,aid,approve,assist,confirm,control,convey,demonstrate,develop,direct,effect,enable,encourage,enhance,establish,ex
16、ecute,facilitate,favor,improve,lead to,maintain,manage,monitor,obtain,offer,perform,promote,result in,strengthen,verify,Versions and Revisions,Use MS Word“Comments”feature for notes to the reviewer or yourself(outstanding issues,holes)Have reviewers use MS Word“Revisions”feature on soft-copy edits s
17、o you can see the changes made to your textAlways maintain a copy(and backup copy)of the most recent version of your documentdifferent versions floating around cause nightmaresuse version numbering conventions When revising text,have the RFP/OFS handy,Summary,Re-read the RFP/OFS requirements and eva
18、luation criteriaThink before you start writingUse outlines and graphics to organize thoughtsCustomize the text to the client-use specific examplesUse bullets and tables for clarityLook for graphics opportunities to break up a lot of narrativeBalance content:client need vs.KPMG capabilityAvoid chestbeating-do more paragraphs begin with the clients name than KPMG?They should.Every writer needs and editor,Any Questions?,Carl RosenblattBDST Manager,Public ServicesTysons Tower703 747-6508,
