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How to Create Great Proposal Themes

(Part 1)By Chris Simmons, founder and principal member of Rainmakerz Consulting

This is the first in a multi-part series of articles on how to create great proposal themes.Part 1 explores the definition of a theme and the benefits of theme development in the

proposal process.

When you think about it, proposal writing is really about telling a story. A story abouthow your solutions to problems are better than your competitors' in ways that reallymatter to your customers. All too often, the story is written by authors who areresponsible for different chapters with no clear idea of the setting, the characters, the

ending, or even the moral of the story. When the proposal manager puts all of thechapters together for the first time (Pink Team) it's no wonder that the feedback is all toopredictable "solutions not clearly articulated", "claims are unsubstantiated","compelling themes and discriminators are either hidden or missing".

Most proposal teams understand the value of developing themes as the basis for tellingtheir story. But very few teams take the time to develop the central features, benefits andsupporting proof in sufficient detail to achieve the happy (winning) ending they desire.

A Theme or a Dream?

Many capture managers and sales executives are quick to describe how well they knowtheir prospective customers, that they are uniquely positioned to win new business, andthat they have defined the themes the proposal team needs to write a winner. More oftenthen not, these win themes are nothing more than vague, generalized statements thathardly distinguish their well-positioned company from any other bidder.

The following win themes were actually posted on the war room wall of one of mycustomers (code name: DreamThemes), and serve as a vivid example of what win themesare NOT:

Proposal Win Themes...

Best value No risk We understand you better than anyone else CMMI Level 3 best practices Relevant past performances Superior technical solution

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The DreamThemes were literally dreamt up by the capture team during lunch earlier inthe week and lack the detailed features, benefits, and supporting discriminators requiredfor a complete and compelling proposal. Posting them on the proposal room wall

basically brainwashed the team into thinking that they had a winning approach and wereready to write.

In stark contrast, another one of my customers (code name: MeanThemes) spent over twoweeks developing a 15 page theme document. The MeanThemes document included fivehigh-level win themes with 4-6 proposal volume-specific sub-themes for each, scores ofsection and requirement-level themes, with detailed features, benefits, and discriminatingproof statements at each thematic level. The MeanTheme document was shared acrossthe entire proposal team to provide high level writing guidance and served as basis for anExecutive Summary that virtually wrote itself.

What is a Theme?

A proposal theme is most commonly defined as a "central idea (feature and benefit) thatis supported or proved". Most proposal experts generally agree that themes andsupporting discriminators are the MOST EFFECTIVE way to distinguish your proposalfrom the competition (other than price).

Themes are really the fundamental building blocks for telling your story. Themes are notsales slogans. Most slogans are easy to remember catch-phrases like the currentWashington Post slogan: "If you don't get ityou don't get it". This slogan is easy toremember, but lacks any real subscriber features and related benefits such as readability,

cost, readership, breadth and depth of content, customized subscriber packages, and soon.

What's a 'Win Theme'?

The term 'win theme' is commonly used throughout the proposal industry and only makesthe subject of themes more confusing. Win themes are higher level (Meta theme) featuresand benefits that transcend the entire proposal. Effective proposals usually have no morethan one or two win themes that are focused on what customers care about the most typically low cost, low risk, proven solutions, innovation, or performance-basedaccountability. The trick is to develop a hierarchy of themes with increasing levels ofdetail that support each win theme.

What's a Proposal Theme?

Most themes are really proposal themes feature and benefit statements at the volume,section, sub-section, and even paragraph levels. Proposal themes are much more specific

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than win themes. They usually appear as a highlighted first sentence and serve as a mini-summary of the subsequent narrative. Well written proposals have themes in everyparagraph and every graphic. Volume themes are proposal themes that typically focus on

technical, management, past performance, cost, or other volume subjects. Section themesare proposal themes that focus on section topics within each volume (think RFP SectionL for Federal procurements). Requirement themes are proposal themes focused onrequirement level topics within sections and sub-sections (think RFP Section C).

Why are Themes Important?

Proposal themes answer the evaluator's most important question: "Why should we selectyou?" Volume, section, and requirement themes support the win themes by sending anexplicit message to evaluators that is repeated over and over in subtle and not so subtleways throughout the proposal. Well written themes provide clear and convincing reasonsfor capturing the attention, and even the imagination of evaluators.

When evaluators finish reading their assigned sections, the alignment of solution featureswith customer benefits and supporting proof points leave no room for doubt, confusion,or skepticism. The bottom line your proposal is easier to evaluate, tells a compellingstory, and has clearly articulated themes that scores the most points.

Part 2 of this series takes a closer look at the components of winning proposal theme.

Author Note: Readers may be interested in knowing that despite their early win themechallenges, DreamThemes won their $2 billion-dollar multiple-award Blanket Purchase

Agreement and the only new entrant bidder selected in a group previously dominated byincumbents. Ironically, MeanThemes lost their $40 million single award to the incumbentwith a lower-risk technical solution despite a significantly higherprice.

Chris Simmons is the founder and principal member of Rainmakerz

Consultinga business development solutions company specializingin proposal management, writing, and review.

Still confused or looking for more detailed suggestions? Take time now to send feedback,comments, or questions about this or other challenging proposal issues to Chris at

chris@rainmakerz.bizor 202-255-2355. Visitwww.rainmakerz.biz.