If you decide to respond to an RFP with a proposal, do the job right.  It should be client-centric, strategic, well-designed and well-written.  It must include memorable “win themes.”

”Attorneys are talented when it comes to creating dry legal documents,” said Darling.  “This is what they learned in law school and use every day, and they excel at it.  As a result, many lawyers think that a proposal for new work should look and read like a dry legal document.  It should not.”

In marketing, unlike the law, data and information do not speak for themselves.

“A well-written proposal must look and read like a persuasive sales document,” said Darling.  “In the legal universe, lawyers are required to carefully read dull legal documents like briefs, pleadings and cases.  In the business development realm, they are not required to carefully read dull proposals.  If your proposal is not engaging, it will be neither read nor remembered.”

This is part three of a seven-part article.  For the entire article:

 

RFPs:  To play or not to play, that is the question