#Themes
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Proposal win themes should articulate why you are the customer's best alternative, and do that from the customer's perspective. If you just think of them as the key messages or benefits, your win themes will tend to get watered down into what you think makes your company good instead of what the customer needs to realize in order for you to win. What makes proposal win themes so hard to write is that people show up unprepared to articulate why they are the customer's best alternative. When
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Each and every paragraph in your proposal should make a point. Every sentence within those paragraphs should have its own point. And those points should not be about you. They should not simply describe. They should never make unsubstantiated claims of greatness. You should provide the information the customer needs, while pointing out why you are the customer’s best alternative. But what should you talk about to make those points? How do you go beyond answering an RFP requirement to make y
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Proposal themes are defined in many different and not very helpful ways. Try googling it. How does someone new to proposals write a “concept” that gets “woven throughout the proposal” to “call attention to the benefits” you offer? Definitions like that can't be acted upon. Because themes are defined in such a nebulous way, they often end up being overly-broad claims of greatness that do nothing to persuade the customer. When I review proposals I often see unsubstantiated slogans that sound
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Proposal theme statements are how you articulate why the customer should select you. They deliver your message, tell your story, and flow through the proposal document. They provide the big picture and define what your proposal means. Themes may be incorporated into headings, tag lines, text boxes, or just be the main point of a paragraph. They are the message and there are many ways to deliver it. You need to be able to articulate your proposal win themes so that you can build the proposal
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