Some Final Thoughts

Here are some additional tips that will help you organize your formal proposal effectively:

1. When responding to an RFP, respond completely. Answer every question, no matter how irrelevant, annoying, or stupid it may seem. Even if a question has already been asked in a previous part of the RFP, answer it completely all over again. Do not make perfunctory comments, such as "See above" or "See attached brochure" or "Comply." Failing to answer or giving perfunctory answers may be seen as nonresponsive.

2. Figure out ways to make your business case. Some RFPs limit the content or length of your proposal. For example, an RFP may state that you must answer the questions only on the form provided, that you may not include any "marketing" or "sales" material. Sometimes the RFP is issued in the form of a spreadsheet into which you must insert your answers. You can still make your case, though. Here are some suggestions:

   • Turn the cover letter into an executive summary.

   • Write each answer as completely and persuasively as possible.

   • Use language that suggests the reliability, efficiency, and scope of your solution.

3. Avoid using boilerplate sections that have been written for other proposals or for generic applications. They may not work, and they may not emphasize the right points. Rewrite them as necessary so they sound like they belong.

4. Write technical sections with an eye to organizational impact. Do not include technical data for its own sake, and do not include any internal technical documentation without thoroughly rewriting it. Technology for its own sake does not persuade.

5. Avoid banal headings and titles. Rather than "Technical Section," write "Five High-Productivity Features of Amalgamated's Controllers." Try to use strong verbs in your titles and headings, especially verbs that imply a benefit to the client.