Bid Writing Skills & Techniques

What writing techniques do good bid writers use?

How you respond to a tender or business opportunity may depend on the nature of the engagement, your relationship with the buyer or the structure of the tendering process. However, there are a lot of 'standards' when it comes to bid writing, which if you can embrace - they can make all the difference to your success rates.

Each technique detailed below is to make your documents clearer, more engaging, convincing and more likely to resonate with your target audience.

Authoritative Writing: Clarity and Confidence

One of the most important aspects of bid writing is establishing your credibility and expertise. This creates trust. An authoritative writing style, screams confidence and offers reassurance to potential clients.

Try using active voice, which clearly notes who is doing what. For example, instead of saying, "The project will be completed by our team," say, "Our team will complete the project."

It's a slight change but across a bid can make all the difference. You could of course build on this - detailing which team and the benefits of it.

Also, be concise and eliminate jargon and unnecessary words to make your proposal easier to read (this is what they mean in the instructions when they say 'concise').

Finally, don't forget to support your claims. We are talking data, case studies, testimonials - EVIDENCE! Authoritative writing makes it very clear and very quickly that you know your stuff. The right choice for their needs.

Lean Writing: Efficiency and Precision

Another key bid writing skill and technique is lean writing. This approach is part of the style noted above, but focuses on removing any fluff that doesn't add value to your business proposals.

With 2000 characters, 500 words, 250 words and a lot to cover - every word counts! Your message needs to be as direct as possible.

To embrace lean writing, try eliminating redundancies and avoiding repeating the same information in different ways. For example:

"Our team has a wealth of experience and extensive expertise in managing complex projects. We have successfully completed numerous projects that required careful planning and meticulous attention to detail. Our track record demonstrates our ability to deliver projects on time and within budget. By using our experience and expertise, we will ensure that this project is completed successfully, on schedule, and without exceeding the allocated budget."

A lean version:

"Our team excels in managing complex projects, consistently delivering on time and within budget. Our proven track record highlights our capability to plan meticulously and execute efficiently. Using our expertise, we will ensure the successful and timely completion of this project, adhering strictly to the budget."

You still want to support this with evidence and tailor it around the needs of the customer, which is the next key bid writing skill. But it says the same and is shorter for sure...

You may also need to prioritise your most important points by leading with them, as this captures the reader's attention and makes it easy for them to find the information they need.

Problem-Solving Approach: Understanding Client Needs

To create a proposal which truly resonates with a buyer - it needs to be a bespoke and considered solution. This means taking a problem-solving approach.

Clearly demonstrating that you understand their challenges and have the solutions they need. To do this, start by clearly outlining the problems or challenges the client is facing, which shows that you've done your homework (beyond the spec). Then, present your solutions in a way that directly addresses these pain points, using specific examples to illustrate how your approach will work in practice.

Don't just describe your services; emphasise how they will BENEFIT the client by focusing on outcomes and value, showing the reader why your proposal is the best option.

Engaging and Conversational Tone: Building Rapport

I also don't think you can underestimate the power of an engaging and conversational tone in your bid and proposal writing. This approach can help the reader/ procurement team engage with your content!

This means using simple language, avoid overly complex terms and if possible write as though you were describing it in person. This may then need to be cut back and made a little more lean but it will improve the flow and the story.

You can also pose questions when responding to tenders and don't always need to have the answer. If the questions shows your knowledge and is an area you will want to discuss with them on award, it can be quite reassuring.

A further example, is ensuring you address the client directly - use their name, add a personal touch that 100% says it is all about them (the buyer). As it is.

Bid Writing Courses

When it comes to bid writing skills and courses we have lots of options, from 1-2-1 coaching and mentoring, to workshops and bespoke bid management training based around the challenges of your business. Problem solving and writing styles often being part of our sessions.

Outsourced Bid Writing Services

Thornton & Lowe is a bid writing consultancy. Many of our clients outsource their bids and tenders to us. We monitor opportunities, manage their bid library and interview subject matter experts - we write the bid and manage the process!

[email protected]

You may also like our Ultimate Guide to Bid Writing.