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Pro tip: If you have access to AI like ChatGPT, ask it to help you rewrite the headings, incorporating the client’s buzz words. It’s not as smart as you, but it just might give you a solid foundation to build from. 4. Afterward, key decision makers should review and approve or modify your recommendations. I find it beneficial to conduct a brief meeting with two or three people to go through the recommendations one by one. However, with a seasoned team, this can be completed by sharing the document rather than having a meeting. 5. Finally, conduct a thorough review of the headings from the perspective of a marketer and writer. I approach this review as if I were reading a story, ensuring that there is cohesion, flow, and logical progression. It is crucial to perform this review in a separate document, without the supporting information, as the headings should be able to stand on their own and effectively convey the intended message. Leveraging headings can help us win more opportunities in an increasingly visual age where more is less. By challenging ourselves to tell our story within our headings, we can capture the attention of busy readers, create a cohesive and compelling narrative, and win more business. Mercedez Thompson has 11 years’ experience in professional marketing services. As a pursuit manager at PwC, Mercedez collaborates with thought leaders, marketing and sales staff, and client services personnel to develop the firm’s most strategic proposals. She was a 2022 APMP 40 Under 40 Winner. Connect with her on LinkedIn.
MERCEDEZ THOMPSON , from page 3
1. To begin, I recommend creating a separate document with three columns: current headings, suggested headings, and final headings. Current headings may already be well- thought-out or simply placeholders, depending on when you start this activity. Typically, I find it best to carry this out before the second review of the proposal, but you can adjust the timing based on your proposal development process.
Pro tip: If you have not executed a thorough compliance check, do it now. Do your sections, headings, and subheadings follow the RFP?
2. Next, review your cover letter and executive summary drafts to hone in on your win themes. To keep them easily accessible and avoid switching between screens or tabs, I prefer rewriting them on a piece of notebook paper. Then, I proceed to revise and rewrite the headings in the second column, incorporating win themes and strategic messaging. The goal is to create concise headings that highlight as many benefits as possible while telling a cohesive story. 3. Adjust your suggested headings to align with the RFP and client language. This requires a comprehensive review of the RFP, as well as insights from the client’s website, blog, social media presence, and any relevant white papers or publications. Depending on the expectations of the technical team, you might consider providing two recommended headings to cater to different preferences.
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THE ZWEIG LETTER JANUARY 15, 2024, ISSUE 1520
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