Strategic Writing

At least once a week a company calls and bemoans that a submitted RFP has gone awry. The company didn’t win the contract, and 90 percent of the time it has nothing to do with the price. Yes, Virginia, it’s all about the writing. Being able to clearly delineate your value proposition for the reader is key.


One of the things I suggest to clients is to be strategic in their writing. What does that mean? Well, in short, it means being certain that your prose answers the client’s concerns. For example, if you receive an email and the prospect writes, “I don’t want to be embarrassed by sloppy service.” You would obviously address that concern right off.


If an email states, “We are concerned about mitigating all risks.” You don’t write, “Well, we’ve been in business sixty years and we can handle all incidents.” It may sound like common sense, but often in our hurry to close the deal, get the gig we forget who’s on the receiving end.


Another tip is to lead with the key idea you want the reader to grasp. Since readers aren’t reading, but skimming and scanning, you’ve got to capture them at the beginning of each paragraph.