Bid WritingWhy you need a slightly different set of

writing skills

Many bid writers make 4 mistakes

1. They go for bids they can’t win2. They don’t consider what interests the

reader3. Their bids are bland, generic and boring4. Their bids are poorly structured and badly

written

Mistake 1Going for bids you can’t win

Mistake 2Not considering the readers’ interests

Does this look familiar?

ContentsExecutive summary 3Our company history 26What we think you need 39Our specialties and resources 56Appendix 1: Our customer service 78Appendix 2: Our network 88Appendix 3: Our annual accounts 2009 101

Does this look familiar?

ContentsExecutive summary 3Our company history 26What we think you need 39Our specialties and resources 56Appendix 1: Our customer service 78Appendix 2: Our network 88Appendix 3: Our annual accounts 2009 101

What some bid writers think interest the reader

1. Forelock tugging. ‘We are delighted to be able to respond to your invitation to tender....’ or ‘We are pleased to announce...’

2. Telling the client what they already know. ‘As a Finance Director you need to cut costs and deliver shareholder value...’ or ‘Recent years have witnessed an increase in the use of Lean process improvement...’

3. The bidding company’s history. ‘We were founded in 1915 and have grown organically since then...’ or ‘We have completely redesigned our website...’

What are the readers interested in?

• Themselves• Themselves• Themselves

Mistake 3Bland, generic & boring

Dry as toast?

Or full of snap crackle and pop?

Benefits rather than features

Product features vs benefits

What can you do to tailor your bid?

Mistake 4Poorly structured & badly written

Structure, layout and writing let many bid documents down

Prescriptive or free format bid?

Recommended structure

1. Executive summary2. Our understanding of your problem3. How we propose to address your problem4. Your proposed team structure & rationale5. Profiles of your key team members/CVs6. Why we are the right supplier for you7. Suggested next steps

Check your readability

Which would you rather read?

Common writing problems

• Management-speak, buzzwords, MBA-itis• Marketing fluff• Waffle, flannel, wind

Management speak

Thinking outside the

boxBleeding edge

Customer Facing

Leverage our core

competency

Total solution Scalable Off siteGet on the same page

Touch base Face time Out of the box Challenging

Drilling downKeep me in

the loopPushing the

envelopeA big ask

Re-engineerPick the low-hanging fruit

Ball park figure

Quality driven

Insufficient bandwidth

Off the scaleCan we park

this?Synergy

Marketing fluffOur firm is uniquely qualified to deliver world class results. We offer best-of breed Products and customer-focused service to produce seamless solutions. Our commitment to partnering with our customers produces innovative yet user-friendly applications that produce bottom-line results.

Our firm has successfully installed advanced imaging systems in more than 500 financial institutions in North America — more than any other firm in the industry. We offer the latest technology, including digital scanning, and back our systems with a one year, unconditional guarantee and a service department available 24 hours a day, 7 days a week. As a result, by choosing us, you achieve three important outcomes:•You are in full compliance with all Federal and state regulations.•You eliminate more than 70% of the paper routinely generated in the course of business.•Your total operational cost goes down, with reduced information storage.

Marketing fluffOur firm is uniquely qualified to deliver world class results. We offer best-of breed Products and customer-focused service to produce seamless solutions. Our commitment to partnering with our customers produces innovative yet user-friendly applications that produce bottom-line results.

Our firm has successfully installed advanced imaging systems in more than 500 financial institutions in North America — more than any other firm in the industry. We offer the latest technology, including digital scanning, and back our systems with a one year, unconditional guarantee and a service department available 24 hours a day, 7 days a week. As a result, by choosing us, you achieve three important outcomes:•You are in full compliance with all Federal and state regulations.•You eliminate more than 70% of the paper routinely generated in the course of business.•Your total operational cost goes down, with reduced information storage.

Stand out from the crowd

Dress for success