technical writing – Luminous Copy

If you’re tendering for contracts and not getting the win-rate that you’d like, make sure you’re doing the following:

Become known in your market

While the incumbent always has the advantage in the tender process, it’s usually still worth tendering if you’re not the incumbent. The adage ‘you need to be in it to win it’ holds true – and you want to put your firm in front of your ideal clients as much as possible.

By being known for what you do, building relationships and demonstrating expertise, you could win the contract if not now then down the line. Sometimes the pay-off takes time, so position yourself now for the future.

Make your offer compelling

The procurement panel wants to see that you know exactly what you’re doing and are ready to hit the ground running. Tender documentation will always ask you for details of past experience. Typically, it will request two or more similar contracts, giving you the opportunity to provide in-depth case studies.

These detailed responses should clearly demonstrate what you’ve achieved for these clients and how you’ve added value. Ideally though, your capability should be evident throughout your proposal. So, while you have to follow the response schedule carefully and provide what’s requested, you may be able to reveal more of your client list in a question that asks you to describe your company.

Make sure you back up your claims with evidence. So rather than saying that you provide excellent customer service, detail how you measure this and what the results are. Put processes in place that not only demonstrate your professionalism but also provide data to benchmark your business.

Answer every question

Sometimes questions appear repetitive, and it may be tempting to write: ‘See answer X’. In fact, each question is asking for something very specific. For example, words like ‘outputs’ and ‘outcomes’ can be easy to confuse but are alluding to different things.

Make sure you answer every question following the guidelines provided. Graphics and photographs are generally welcome and enhance your bid by making information easier to understand. If you’re not sure what’s allowed, check with the organisation ahead of time.

Provide your most competitive price

Clearly, your pricing needs to be competitive but also financially worthwhile to your business. So, give your best offer but demonstrate value for money: what the client gets by engaging you, what sets you apart from your competitors, what value add you can offer. Ideally, you want to be the best value for money rather than the cheapest operator!

Get feedback

If unsuccessful, get feedback on your tender submission. Not only will you stand a better chance when the contract comes up for renewal, but it may be useful advice for future bids. Going through this process also helps to build the relationships that could stand you in good stead down the line.

For tender writing support, contact Caroline Roberts on 0404 960 908 or caroline@luminous-copy.com

One of the most important principles of writing is to know your reader. If you think carefully about who you’re targeting, you’ll know how much context to give and how much detail to go into.

Whether your audience are subject matter experts or not, readers appreciate content that is communicated in plain English. This means writing explicitly; the reader should not need to fill in gaps and make connections themselves to understand your work.

Clear communication is about owning the message and making sure your words deliver it. You want to avoid ‘loose’ writing and the mindset of ‘they’ll know what I’m getting at’. On the other hand, by keeping your reader in mind you also won’t over-explain and risk condescending them.

With complex subject matter, strong writing becomes all the more important so that key messages stand out. Here are some tips to achieve this:

Minimise jargon – Industry terminology may be OK if your reader is in the same industry as you, but perhaps you’re pitching your services to a company in another industry? Readers quickly abandon content they don’t understand, so make it as straightforward for them as possible.

Cut out unnecessary words – Unnecessary words can make sentences long, complex and harder to understand. They also add no value. Here are some common wordy phrases that can be shortened to make your copy more direct:

As a consequence of (because)
In order to (to)
At a later date (later)
In the month of June (in June)

Avoid the passive tense – The passive tense places the subject at the end of the sentence or omits it altogether. Writing can appear very vague if who is doing what is not articulated – and your reader may not have the context to work this out themselves. Any perceived ambiguity can make the reader feel confused or uneasy.

Use metaphors and analogies – When you truly understand a subject you can typically explain it in fairly simple terms and language. Metaphors and analogies can work well to present technical concepts in a tangible way. By being as straightforward as possible in your content, you’re likely to gain trust and ultimately achieve the results you’re looking for.

For help making your technical content more accessible, contact Caroline Roberts on 0404 960 908 or caroline@luminous-copy.com

Category: technical writing

How to win more tenders

How to write technical content in plain English