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OPINION
Proposals have adapted to a new way of reading, emphasizing concise, compelling headings to convey complex solutions and deliver winning messages. Stand out in an increasingly visual age
A significant shift has occurred in proposal development, as we have embraced an increasingly visual approach: fewer words, more graphics, fewer pages. Most agree that this is a favorable trend. After all, who among us relishes the idea of sifting through a 50 page technical approach or reviewing more than 20 resumes? From the perspective of a proposal manager, who wants to write those?
Mercedez Thompson
The visual trend is fueled by an audience accustomed to consuming concise online content. Complex ideas are now condensed into 20-second videos or 140-character excerpts. Our busy lives demand efficiency at every turn, and shorter attention spans are the norm. As AI becomes integrated into our daily work routines, the need to accomplish more with less will only intensify. Yet, saying something in fewer words is rarely easy. In fact, this trend has elevated the role of marketing professionals in winning work. Conveying complex solutions and benefits in a concise and compelling manner requires deep understanding, strong writing, critical thinking, and marketing skills. To adapt to a new way of reading, we must write differently.
One way to enhance communication with clients and deliver strong winning messages is through our headings and subheadings. I challenge my teams to tell our story within our proposal headings. Can readers make an informed decision based on headings and subheadings alone? I ask this question literally. Let us assume our readers are raiders, skimming proposals in just a few minutes. It’s our job to make it as easy as possible to choose our firm. Asking the question is one thing but embedding it as an essential activity of proposal development is another. Here are steps for improving your headings and telling compelling stories to today’s raiders:
See MERCEDEZ THOMPSON , page 4
THE ZWEIG LETTER JANUARY 15, 2024, ISSUE 1520
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