The Power Of Storytelling - Tips To Make Your Next Proposal A Winning Read

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The art of storytelling dates back tens of thousands of years. It is an essential element of the advancement of our species - the telling of fables, parables, myths and legends was the vehicle of choice for passing on advice and guidance from one generation to the next.

The first written form of storytelling dates back some 6000 years - the early cave drawings soon evolving into complex hieroglyphs. Around 2500 years ago, Aristotle codified the art of storytelling by introducing ideas of plot, character and a three act structure. And only 2000 years ago Marcus Tullius Cicero demonstrated why the Roman Senate nearly always said ‘yes' to his proposals by providing a structure for persuasive argument.

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It is not surprising then that we are still very receptive to receiving information in story tale form.

"The storyteller creates the experience, while the audience perceives the message and creates personal mental images from the words heard and the gestures seen. In this experience, the audience becomes co-creator of the art." - Wikipedia

Yet the approach to the (relatively modern) phenomenon of written sales proposals rarely exploits the readers' appetite for a story.

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In the modern era we can look to Hollywood for inspiration. Before any film is made, the budding writer produces a script outlining essential elements of the story (stripped of everything that does not contribute to the story's key message). Should the script gain buy-in it is then embellished by creating a storyboard to show how the film might look visually. The power of the storyboard is that it conveys different information to the various roles involved in making the film, e.g. casting, camera positioning, set making, identifying the props which will be required etc. The storyboard is used to help plan who needs to do what when producing the film. Finally, before the film is released it undergoes test screening to gain feedback from people not involved in its creation to assess how well the story is received and where, if necessary, it can be improved.

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In proposal writing this can be applied as:

• Script = the customer requirement, your competition, your win strategy, your sales themes
• Storyboard = your proposal breakdown structure and a thumbnail for each section.
• Production = the bid plan
• Test Screening = proposal review (aka red team reviews)

Applying Hollywood film-making techniques can also help overcome one of the most dangerous tactics in proposal writing - the ‘cut & paste' from your last proposal. This is mostly due to the stage fright of starting with a blank page! Producing a script is a lot less daunting.

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These techniques have a cost reducing effect on your proposal effort too. It is a lot cheaper to change your 'plot' at the scripting stage than at the production stage. Yet, many of us have experienced the late nights and the last minute rush caused by late changes to strategy. Scripting and storyboarding are excellent tools to help you visualise your offer in the eyes of the buyers. And remember, test-screening doesn't have to wait until you have the completed proposal. It is just as valuable to test-screen your script and your storyboard.

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Have you ever lost a deal due to the quality of your presentation at the beauty parade? No matter how good your proposal is, you can (and will) still lose if the quality of the presentation does not match. The same scripting and storyboarding techniques can be used to develop your presentation too.

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Give it a go - unlock the creative potential from your bid team - and have fun at the same time!

Good Luck

Andy Murray

Outperform UK Ltd

p.s. please avoid the temptation to add 'credits' to your creative masterpieces. Your audience will have left the cinema by then!

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Andy Murray is a PRINCE2 Registered Consultant and a director of Outperform UK Ltd. Andy holds a Diploma in Company Direction from the Institute of Directors (IOD) the final step to becoming a Chartered Director. Andy has been consulting in bid and project management for the last 15 years helping organisations across the globe win and then deliver profitable contracts.

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Outperform UK Ltd is an Accredited Consulting Organisation (ACO) licensed to consult in the OGC's best practice products. Outperform is a corporate member of the Association for Project Management (APM), a corporate member of the Best Practice User Group and is ISO9001 certified.

Tips to Make the Most of Your Media Relations Efforts

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The value of your company's brand and reputation can grow as a result of favorable media coverage captured over time. However, securing good coverage can prove challenging if you don't know how to work with the media. To pack a punch into your media relations results, consider these tips.

If you want the media to take interest in your business success story, take interest in the media. Writers and editors want to be first with news and great stories. They review mounds of mail, e-mail and faxes each day. In addition, they scan competitive media and wire service stories to select news to share. With all this competition, how can you make sure your story gets the attention it deserves?

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Monitor the media outlets that you think are right for your story. Read the stories of reporters who cover your industry. Most importantly, take time to prepare concise, clear and compelling pitches that show why your story is timely, newsworthy and relevant. Have some fun, be creative in your approach and give the reporters something they won't find elsewhere.

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Many factors determine whether or not your story captures the coverage. These two questions top the list:

Does your story fit within the coverage area and editorial profile and plans of each particular media outlet?

What else is making news today?

Local newspapers want local stories. National magazines cover broad trends. Customize your stories whenever possible to demonstrate your understanding of each media outlet. Make clear that you've been following the reporter's coverage of a particular news event as a way to position your story as a great follow-up. By demonstrating interest in the reporter's work, you increase the chances that you can establish rapport. Otherwise, your pitch may fall on deaf ears.

Prepare a few thoughtful and engaging paragraphs that sell the "who, what, why, when, where and how" behind your story. Share the information with the right reporter in the context of today's news. Be prepared to offer timely access to the experts, deal makers or decision makers to lend context and commentary to the news at hand.

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When interviews take place, make sure spokespeople are clear about the three key points they want the reporter to remember. Share comments in concise, credible and quotable terms to help put the story in proper perspective. Avoid the dreaded "blah, blah, blah" quotes from top executives that add words without adding story impact. Say something memorable that differentiates your company's story and leaves a lasting and favorable impression.

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One more thing — timing is everything. If it is a slow news day, anything is possible. If, however, today's news is focused on a calamity, the results of a widely contested election, or the death, marriage or divorce of world leaders, news of lesser magnitude is likely to fall to the round file.

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When you demonstrate a pattern of delivering customized and compelling story pitches and timely access to decision makers, you'll earn a reputation as a quality media source. This can pay dividends. You'll likely get calls for your perspective the next time a relevant story breaks.

Media momentum is a powerful thing. One day your story is told within the pages of the local business journal. The next, it can land on the pages of USA Today. Each media placement lends additional credibility to your story while reaching a new audience of potential customers and decision influencers.

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Once you secure favorable media coverage, don't stop there. Order article reprints to support your new business development efforts. Frame and display the coverage in your lobby or conference room. Spread the good news via e-mail to your clients, referral partners and colleagues. Finally, post the story link to your Web site. In doing so, you'll expand the audience as you fan the flames of awareness with the credibility that editorial coverage provides.

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Remember, effective media relations demands skills in journalism and persuasion. If you lack the time or skills to do the job right, hire an expert to do it for you. The most important thing is to tell your story well. At the end of the day, a good story will always stand on its own merit.

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Nancy S. Juetten owns Nancy S. Juetten Marketing Inc., a public relations and marketing communications agency that helps winning companies tell their stories and build their brands. She is also the creator/author of the Media-Savvy-to-Go publicity tips booklets, audio CD's, and e-workbook that help business owners and independent professionals earn their own ink and air without spending a fortune. Publicity Hound Joan Stewart (http://www.publicityhound.com) says the tips booklets are a fabulous crash course on how to be media-savvy and that Publicity Hounds everywhere need to read Nancy's tips. Visit http://www.nsjmktg.com to learn more. Get in touch with Nancy at 425-641-5214 or via e-mail at nancy@nsjmktg.com.