Things can only get bidder

We’re only two weeks into Sunak and Starmer’s campaign trail and I’m considering becoming a belated Love Island fan just so I have something else to watch as ITV airs the first head-to-head debate this evening. But, despite my best efforts, I must admit: I can’t look away. And whilst this may or may not have something to do with the questionable football drills and the paddleboarding faux pas, I’m often finding myself paying close attention to how Sunak and Starmer are using persuasive language, cliches and methods in their bids for leadership.

As someone in the bids profession, persuasive writing is everything. Effectively using – or not using – language to put across a compelling proposition is central to what we bids people do. As I’ve watched election season unfold despairingly from my sofa, at points, I’ve actually recognised some of the ways Sunak and Starmer are using language as tools I’ve used myself across my proposals. Although, please let it be known, an interest in persuasive communication is the only comparison I can draw between myself and our current and likely future Prime Minister. What I’m keen to highlight, though, is that effective persuasive writing and communication relies on factors beyond simply the words we are using. For a message to resonate with our audience, we must also carefully navigate aspects such as our tone, the format we are bound by and the surrounding context we are communicating within. If ignored, our audience may immediately switch off (metaphorically or literally tonight) and our win themes go unnoticed and unheard.

In the world of bids and tenders, we are often either defending our position as the steady and successful incumbent that hasn’t stood still, or positioning ourselves as the shiny new saviour with lots of bright new ideas. Both roles come with differing challenges but what is true across both is that a thorough, well-thought out approach to the positioning of our win and loss themes (as the incumbent or the challenger) is required to develop a winning pitch. And effectively utilising language as a tool to successfully to do so – to get across our proposition, expertise, added value offering and cultural alignment – should not be underestimated.

Over the years, I’ve learnt a bit about what works and what doesn’t? when it comes to the world of persuasive communication. Carefully crafting our language, tone and narrative when putting together a winning bid can be the difference between a genuine and authentic proposition, and a confusing, defensive, toe-curling disaster.

In this post, I’ll aim to briefly explore some of the language I’ve picked up on over the last couple of weeks, but I’ll leave it to you and your vote on July 4th to determine whether it’s working or not.

The incumbent

Being the incumbent bidder can be a little scary. Our instinct might be to be defensive about what’s gone wrong during our tenure, or even to focus too heavily and too nostalgically on the past and our successes to date. We may feel threatened by the fresh-faced competition and therefore feel compelled to highlight, in excruciating detail, why the landscape we’ve operated within over the last few years has caused challenges for our client stakeholders that were out of our control.

However, being the incumbent needn’t be scary if we’ve done what we said we were going to do when we bid five years ago. Being the incumbent means we should know our audience better than anyone. We know their drivers, their challenges and the ins and outs of their requirements. We know what the next phase of our partnership should look like and how we’ll deliver it. Now’s our chance to show our excitement for the future and to be crystal clear about what we’re going to do next.

So, how’s Rishi playing the role of the incumbent?

• Repetition, repetition, repetition: There are some very obvious key messages and phrases Sunak wants to leave imprinted in voters’ minds, including that the Tories have a “clear plan” and are willing to take “bold action”, which is in direct conflict with what Sunak’s suggesting Labour stands for, which is: “I don’t know what they offer.”
• The risk factor: Sunak is keen to highlight the “risk” associated with voting for Labour this election; he’s playing on the fear of change and suggesting the Tories will bring the continuity the nation needs. The continuity we’ve so strongly felt throughout the, “Tag, you’re it!” era of the Conservative party, having seen three different Prime Ministers in 2022 alone.
• Building upon strong foundations: Sunak is talking about building upon strong foundations, suggesting a new government would need to start from scratch, whereas the Conservatives can leverage these foundations to more quickly make progress. He’s capitalising upon recent positive inflation news to enforce the idea that the UK is experiencing “hard-earned economic stability” due to decisions and actions driven by Sunak and his party, without acknowledging the potential wider factors that have contributed to this and ignoring that a lot of the electorate are not currently feeling this success in their pockets.
• The nostalgia card: Sunak is making statements like, “I’m proud of what we’ve achieved together” and, “It’s easy to forget the scale of what we’ve been through”, before courageously reminding us what a hard climate he’s faced upon taking on this role. Although, notice he does so without any mention of cheese and wine nights or the non-conventional driving-related eye test method.
• A slice of humble pie: In an attempt to appease any challenges the electorate may have with the Conservative party, Sunak recognises that, “it has not always been easy”. A blanket statement to resolve the extensive rises in everyday prices and mortgage rates we’ve experienced over the last few years. As Elton once put it so well, sorry, does indeed, seem to be the hardest word.

The opposition

Let’s face it, challenging the incumbent can be pretty fun. Especially, I imagine, when they’ve already got one foot out of number 10 Downing Street’s door.

As the opposition, to really double down on the cause, we need to leverage the knowledge of our subject matter experts to reassure our audience that we’re up for the job. We need to show we’ve done our research and to highlight the very clear similarities between our own culture and values, and theirs. And, as an organisation without the ‘baggage’ an incumbent provider may have, we represent the change our audience needs. This is our opportunity to provide a clear, step-by-step plan to show exactly how we will solve their current pain points.

The opposition should be fresh and exciting, whilst offering reassurance and stability, and instilling confidence across our audience in our capability.

How’s Kier getting on?

• The ‘c’ word: The, simple, six letter word “change” has been hard to miss as Starmer campaigns to be our next leader. If not plastered behind him on a red backdrop or stated clearly on the lectern he’s speaking from, try playing a drinking game every time he drops the ‘c’ word in his next statement or in tonight’s debate. Coupled with his reminding us that the Conservatives have been in power for 14 years, he’s reiterating a word he knows you might well have uttered a fair few times yourself as you’ve watched the news or scrolled through your Instagram feed over the last few years: Change.
• Yet another ‘c’ word: If you can stomach it, double up on the drinking game by doing a shot every time you also hear Starmer remind us of the “chaos” the Tories have inflicted upon us. The repetition of the word “chaos”, said in a tone resembling a disappointed headteacher, only exaggerates the view of Starmer as a steady, calming personality that may be appealing to undecided voters during an ever-uncertain period of time.
• Values alignment: We’ve heard a lot about Starmer’s childhood, his background and his parents’ experiences over the last couple of weeks, and it looks like this is set to continue. He’s looking to appeal to the experience of the many, as apposed to the experience of the few. He wants voters to know that he gets it; he’s experienced the very same struggles you’re experiencing today, first hand. He’s asking us, if you have to choose one of us, who is more likely to match your values, your experiences?
• The emotional appeal: Whilst Sunak is suggesting Starmer sees this election as a done deal, Starmer knows voters won’t want to see him as complacent. He knows he needs to fight for every single vote and he’s clear in his commitment to this: “I will fight for you,” he vows. Strangely intimate, I felt slightly uncomfortable the first time I watched him make this pledge, but conviction is everything and, after a few more goes, it might just sway those on the fence.
• The sound bite: Country first, party second. I would add this statement to the drinking game we’ve got going on but doing so would mean we simply wouldn’t get anything done until after 4th July. This carefully crafted slogan lets us know Starmer is committed to a “spirit of service” that we might not have felt over the last 14 years; Starmer is sacrificing himself to make a promise to rebuild Britain. Country first, party second.

Whether you’re a politician canvassing for votes or a bid team looking to secure a new client or retain a valued partnership, understanding how and when to use persuasive language and communication methods is key. But, it’s important to highlight, that your win themes will only land how you intend them to if your messaging is authentic to who you truly are and what you very clearly represent, every day. If your messaging is unrecognisable when compared with your audience’s experience of you and your service, you may as well throw in the towel now.

Or, at the very least, lend it to Rishi to help him dry off from all that rain.