1. Creating Effective Proposals Writing an Effective Executive Summary C O N S U L T I N G

2. General Rules Begin Early Follow RFP Instructions Highly Thematic Clear, Expository Writing Explicit Messages Active Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) Tone Avoid Adverbs and Overblown Writing Utilize Summary Graphics

3. C O N S U L T I N G Objectives Get the Readers Attention Show our Understanding of the Problem Insights/Perspectives Summarize Key Parts of Our Approach/Solution - Focus on How Convey Confidence that KPMG is the Best Firm to do the Job - Why? Obtain Important Points/Themes from Major Section Writers

4. C O N S U L T I N G Preparing and Writing I First Steps Read the RFP/Opportunity Fact Sheet Review Proposal Discriminators and Themes Analyze Proposal Learn Customer Hot Buttons Review Other Executive Summaries

5. C O N S U L T I N G Preparing and Writing II Build Outline Outline Each Page Major Headings, Ideas and Graphics Map Themes and Discriminators to Headings

6. C O N S U L T I N G Preparing and Writing III Work Through Each Section Flesh Out Ideas that will be Developed Use Selected Proposal Graphics Create Summary Graphics Use New Graphics/Text Sparingly Create Text Adapt Proposal Text (minimize direct lifts) Write Introductions, Linkages, Closing Points

7. C O N S U L T I N G Editing and Revisions Ensure Good Draft for Red Team Review Seek BDM Review Seek Sr. Manager/Partner Review Dont Skip Editor Fine Tune Continuously

8. C O N S U L T I N G Any Questions? Carl Rosenblatt BDST Manager, Public Services Tysons Tower 703 747-6508