TENDER WRITING | WE HAVE A WINNER
Tenders and proposals require competitive writing. In Singapore tenders are de rigueur when conducting business with the government and quasi-government organizations, as are proposals when conducting business with potential clients. Tender writing and pitching for contracts is a strategy in which the winner:
1. is noticed as the best in that particular field
2. is acknowledged as a provider of value
Winning a tender or pitch requires solid communication, and a great personality as an accompaniment. Almost everyone engages in tender writing or a proposal writing. Not too many engage in copywriting tenders and proposals. Copywriting is writing communication that sells. A tender or proposal is a sales pitch. It is impossible to separate the two.
Tender writing or proposal copywriting means writing for the audience, not for the tenderer or pitching entity. The tenderer may feel that the pitch is perfect, but if the client does not agree business is lost. To get it right, pitches and tender documents are written for the target reader. Anticipating and answering a client’s questions before they are asked is the hallmark of a great tender and proposal. Such anticipation establishes credibility by aligning the tenderer’s insights with the client’s expectations. And that’s how to make tender writing do its job properly.