by Dave Alexander, Lincoln Strategies, LLC
Abstract
In this article in the Zweig Letter, Dave Alexander provides advice on how to develop compelling win themes, and how to reinforce them throughout every section of a federal government proposal.
When planning a proposal in response to a federal RFP or SF 330 opportunity, savvy proposal managers immediately focus on the development of “win themes.” To be sure, successful proposals have to answer each individual evaluation criterion. But in most competitions, this is not sufficient. To write a winning proposal, you have to convey to the evaluation panel a consistent, easy to understand story line: three or four themes that explain why your firm would be the optimal choice.
The cover letter and executive summary should present the win themes. They should be reinforced in each section – in your description of your staffing plan, proposed program manager, technical approach, management plan, and so forth.
Why is it so important to enunciate and reinforce themes throughout the proposal? Evaluation panels are typically populated by staff members who have way too much to do. Service on the panel will take up a lot of their time, and at some point the identity of individual proposals will begin to blur. Panel members will read many proposals, cast aside a few as obviously technically inferior, but almost always will be left with quite a few that score well on individual evaluation criteria.
How can you help ensure that your proposal is one that panel members distinctly remember? Evaluation panel members are most likely to remember those that contain a coherent story line: a set of themes that are stated at the beginning, and carried through to the end.
