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Commercial Proposal Management Best Practices

Thursday, May 29, 2014 | 11:00 AM - 12:00 PM
Chicago 10

Write with Power and Persuasion

Scott Keyser
BD consultant, Scott Keyser Proposals


Most bid documents are dull. They're dull because they tend to be ill-structured, wordy, unclear, generic, and visually uninteresting. They also fail to appeal to the self-interest of each of the five typical buyer roles in the decision-making group. This workshop will examine the role of structure, content, language, personalization, logic and emotion in bid writing, as well as the source of the issues listed previously. The problem lies as much with the BD process as with the writer: mistakes made "upstream" result in unpersuasive responses. Sharing nine persuasive writing techniques, Scott Keyser will show how to use the written word to build rapport with readers and make them receptive to your message, tailor your bid to the specific needs of each individual buyer, and make it stand out from the rest. Scott's guiding principle when advising on bids is that "serious" doesn't have to mean "dull."

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Scott Keyser
is an international BD consultant who helps organizations compete more effectively for business. His background includes 8 years with Ernst & Young (E&Y) and PwC. As a National Proposals Consultant with E&Y in London, he helped the UK firm to double its tender win rate. He has trained staff of The Economist in persuasive writing skills since January 2004 and has written a book on proposals best practice, Winner Takes All, due out in 2014.

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