How Thinking Like a Marketeer Will Help your Bid Writing

After years of working in content writing, from creating articles aimed at international students to putting together marketing content for various businesses, I anticipated a distinct shift when I joined Winning Tenders.

Instead, I discovered significant overlaps between the worlds of marketing and bid writing, discovering that the best bids incorporate many of the popular techniques used in marketing and content writing. Understanding and utilising these strategies can drastically increase the chances of writing a winning bid.

1. Storytelling

One of the most engaging techniques that can be carried over from marketing to bid writing is storytelling. It’s no secret that the buyer’s questions can be on the dry side. This may dissuade you from adding character to your answers, as you attempt to just stick to the facts. However, working in some storytelling where possible can make a real difference.

For instance, when buyers ask for examples of previous contracts, it’s an excellent opportunity to tell your story. Instead of just listing past clients or projects, this is your chance to truly show what you can do for the buyer. Reference projects which match those of the buyer and describe how you went above and beyond to complete them.

2. Catching The Reader’s Attention

In the world of marketing, capturing the audience’s attention quickly is crucial. When I was writing articles for a B2B audience, we were often told how you have only a few seconds to make an impact before the readers get bored.

When I started bid writing, I quickly came to see that holding down whoever is reading your bid is just as important. Although bid evaluators may devote more time to reviewing proposals than the average surfer skimming a few blog posts, the importance of making a strong first impression remains the same.

Buyers should be able to quickly find out why you’re the right business for their project and why they should keep reading before their attention is lost. With so many proposals, yours needs to stand out as much as possible.

3. Compelling Messaging

The impact of your messaging is just as critical in bid writing as it is in marketing. Successful campaigns must deliver clear and direct benefits to their consumers, just as a successful bid has to articulate why you’re the right choice for a buyer.

This means going beyond listing qualifications or technical specifications as you frame your strengths in a manner that aligns with the buyer’s needs and makes your proposal compelling. Consider what you’re trying to say and how you can put a more interesting spin on it.

Looking back, it doesn’t surprise me that these common marketing techniques are extremely useful in the world of bid writing. Incorporating just one of these elements into your proposal can have a huge impact.

If you think you might need some extra help to get your business to where it needs to be, bid-wise, email Winning Tenders at info@winningtenders.com or call us at 01392 247997. We are a small and personable, award-winning business with a wealth of experience and knowledge. We offer bespoke solutions for any size of business. We have been around since 2008. We would definitely like a chat…

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"Winning Tenders has enabled DSSL Group to capture revenue and contracts that would have passed us by and enabled our teams to focus on serving our existing customers whilst still achieving new contract growth."
(Aaron Stephens, Group Managing Director, DSSL Group)
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“You’ll be pleased to know that your 100% success rate is intact – we have been awarded the Vodafone contract!”
(James Freeman, CEO Reading Transport Ltd)
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"Not only did Winning Tenders help us win a multi-year contract with a local authority, but Patrick's guidance and expertise has proved invaluable to the company at a time where it is looking to grow and expand into more public sector work. 100% recommend them to anyone needing assistance with tenders".
(Harri, Devon Cleaning South Hams)
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“Over the past 3 or 4 years, with the support of Winning Tenders, we have continued to gain access to new markets and revenue streams - especially in the public sector and despite the uncertainty caused by Covid".
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“Winning Tenders have enabled us to secure significant new business whilst retaining and extending existing contracts. Over the past 12 months, these contracts have been worth in excess of £3.5 million - an ROI of at least £55:1.”
(Luke Evershed, Sales Director, Blueleaf)
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“Our allocated bid writer’s professionalism and courtesy, along with her writing quality, was spot on. We were really pleased with the quality of the bid and would certainly recommend working with Winning Tenders to our SME community!”
(Rachel Rice, Managing Director, Veho Solutions)
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“Working with Winning Tenders has had a really positive impact on our expansion and geographical reach. The revenue growth they have helped us with has seen us move from our initial location…to the very large warehouse which we now have.”
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"Winning Tenders have been great. Their bid writer was super - and worked to such a tight deadline. He was very patient despite having a lot of content to deal with and organise. He queried and questioned well, was very adaptable, flexible and understanding and got the bid in with time to spare. It was a good collaborative relationship, which evolved, and they took on board comments which were well incorporated into responses. Ed was great - great questioning"
(Laura Manning, Processes Manager, Stannp)
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"I’m always highly satisfied with the professionalism of Winning Tenders. The NHS were "“bowled over” by the quality of a recent tender which Winning Tenders wrote. Ed is the nicest and most diligent person I’ve come across in business. I wouldn't go with anyone else.”
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