Persuasive Writing Part 2 The Magic of ISBP Applied: Drafting Compelling Responses in 3 Easy Steps

Transcription

1 Persuasive Writing Part 2 The Magic of ISBP Applied: Drafting Compelling Responses in 3 Easy Steps

2 A QUICK RECAP OF PART 1 ACHIEVING CLIENT FOCUS WITH THE MAGIC OF ISBP APMP BID & PROPOSAL CON 2015 PAGE 2

3 No. 1 consideration in bids CUSTOMER FOCUS but how do we achieve it? APMP BID & PROPOSAL CON 2015 PAGE 3

4 What buyers like to read Key Characteristics: Well structured Well presented Logical idea flow Clear messages Convincing / compelling Meaningful takeaways APMP BID & PROPOSAL CON 2015 PAGE 5

5 Being Persuasive: a short video The Power of Words by Andrea Gardner APMP BID & PROPOSAL CON 2015 PAGE 6

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7 Exercise Bob s Plantations Warning: What you are about to witness is based on a real life example of events that took place in Names and locations have been changed to protect the identity of innocent parties. APMP BID & PROPOSAL CON 2015 PAGE 8

8 About Bob and the exercise Business: Large scale tree planting Client: Mining Company Tender: Minesite revegetation Our Job: Review Executive Summary APMP BID & PROPOSAL CON 2015 PAGE 9

9 The before see handout APMP BID & PROPOSAL CON 2015 PAGE 10

10 Instructions #1 (last year) Read the page of text Groups of 2: share initial thoughts Easy to understand? Structure? Flow of ideas? Compelling? Key messages? APMP BID & PROPOSAL CON 2015 PAGE 11

11 ISBP the theory I S B P Issue What really matters to your customer? Solution How will you address those issues? Benefit What benefits will your customer receive? Proof What is the evidence it will work? APMP BID & PROPOSAL CON 2015 PAGE 13

12 Instructions #2 (last year) Alone, re-read the page of text Classify each paragraph: ISBP? I Issue S Solution B Benefit P Proof APMP BID & PROPOSAL CON 2015 PAGE 14

13 I, S, B or P? Bob s Plantations (BP) was established in 1986 and has 140 employees. Is age / size good or bad? APMP BID & PROPOSAL CON 2015 PAGE 15

14 I, S, B or P? We understand that ClientCo Mining (CCM) requires 1.5 million biodiverse trees to be planted into a high-value environmental landscape preserving the opportunity for CCM to leverage the planting as a compliant forest sink for carbon reduction in the future. APMP BID & PROPOSAL CON 2015 PAGE 18

15 I, S, B or P? BP has both the technical expertise and the demonstrated capacity to deliver restoration works on the scale required having planted more trees than any equivalent organisation in the USA. APMP BID & PROPOSAL CON 2015 PAGE 19

16 I, S, B or P? BP has been conducting large scale plantings for many years and is at the forefront of landscape restoration due to experiences gained in delivering restoration works in landscapes such as the world recognized Magic Forest program in Georgia. APMP BID & PROPOSAL CON 2015 PAGE 20

17 I, S, B or P? BP owns three plantations of its own within the Magic Forest and has conducted large scale restoration activities on its Magic 1 and Magic 2 plantations, with large portions of these properties being planted back with native vegetation. APMP BID & PROPOSAL CON 2015 PAGE 21

18 I, S, B or P? As an example, our Magic 1 property in 2008/2009 was planted with 250 acres of biodiverse carbon. This planting represents over 250,000 stems of carbon based seedlings. APMP BID & PROPOSAL CON 2015 PAGE 22

19 I, S, B or P? Our solution will meet a dual purpose of contributing to local biodiversity as well as reducing carbon. APMP BID & PROPOSAL CON 2015 PAGE 23

20 I, S, B or P? We will utilize a combination of direct seeding and seedling planting that is customized with the species mix. APMP BID & PROPOSAL CON 2015 PAGE 24

21 I, S, B or P? This approach provides optimal growth at minimal risk. It also allows BP to underpin stated yield curves and germination rates thereby providing a lower risk outcome than its peers. APMP BID & PROPOSAL CON 2015 PAGE 25

22 I, S, B or P? BP is currently investing in building its capability further and is in the process of acquiring one of the USA s premier native seed supply businesses. This investment will allow BP to expand its current native seed supply capacity and assist in APMP BID & PROPOSAL CON 2015 PAGE 26

23 I, S, B or P? BP would workshop with CCM to design a tailored tree mix and planting program that would be optimized to suit the desired goals of CCM. This would incorporate meeting whatever conditions and structures have been imposed by the Environmental Protection Agency APMP BID & PROPOSAL CON 2015 PAGE 27

24 I, S, B or P? The project plan would incorporate CCM s preferred position around the following key inputs: Timeframes Land access Planning and design Site preparation APMP BID & PROPOSAL CON 2015 PAGE 28

25 I, S, B or P? The plan would also be dovetailed to fit CCM s requirements around: Incorporating this tree planting program into the broader carbon reduction agreement. This will reduce CCM s cost and commitment to managing its carbon compliance. APMP BID & PROPOSAL CON 2015 PAGE 30

26 I, S, B or P? Determining whether CCM is seeking a corporate social responsibility outcome for this program. Because of our extensive networks within the natural resource management sector, we could package plantings This would build awareness and the environmental profile of CCM. APMP BID & PROPOSAL CON 2015 PAGE 32

27 I, S, B or P? Following this scoping exercise, BP would prepare a comprehensive project plan and pricing which would be submitted to CCM for sign off. APMP BID & PROPOSAL CON 2015 PAGE 33

28 ISBP the magic Classify each para: I, S, B or P Rearrange text in ISBP order Tweak a few words here and there Add a few persuasive elements (headlines, call-out boxes) Hey presto! APMP BID & PROPOSAL CON 2015 PAGE 34

29 The after see handout APMP BID & PROPOSAL CON 2015 PAGE 35

30 PERSUASIVE WRITING PART 2 THE MAGIC OF ISBP APPLIED: DRAFTING COMPELLING RESPONSES IN 3 EASY STEPS APMP BID & PROPOSAL CON 2015 PAGE 36

31 Why is (proposal) writing so hard? APMP BID & PROPOSAL CON 2015 PAGE 37

32 3 Draft Process: ABC of proposal drafting A B C Analyse Build Compel (Plan) (Write) (Persuade) APMP BID & PROPOSAL CON 2015 PAGE 38

33 Draft 1: Analyse the principles Analyse what to write A Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write APMP BID & PROPOSAL CON 2015 PAGE 39

34 Draft 1: Analyse suggested structure A 1. QUESTION Restate client criterion / issues 3. CONTENT Broad headings & basic content ISBP 2. MESSAGES List key messages that apply 4. COLLATERAL Identify graphics & supporting info APMP BID & PROPOSAL CON 2015 PAGE 40

35 Draft 2: Build the principles Build / expand on Draft 1 ideas Generate sub headings B Focus is compliance (ATFQ) Majority of writing Bulk content, not polish APMP BID & PROPOSAL CON 2015 PAGE 41

36 Draft 3: Compel the principles Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas C Check logic and proof read APMP BID & PROPOSAL CON 2015 PAGE 42

37 Draft 3: Compel persuasive techniques Turn headings into headlines Develop action captions Active voice over passive voice C Reduce words: bullets, tables, flowcharts, diagrams APMP BID & PROPOSAL CON 2015 PAGE 43

38 Draft 3: Compel persuasive techniques Add proof / evidence Turn general into specific: use numbers, comparisons, statistics Check key messages C Add callouts APMP BID & PROPOSAL CON 2015 PAGE 44

39 Exercise Clean Energy Warning: What you are about to witness is based on a real life example of events that took place in Names and locations have been changed to protect the identity of innocent parties. APMP BID & PROPOSAL CON 2015 PAGE 46

40 About the Clean Energy exercise Business: ACME Engineering, Inc Client: Clean Energy Tender: Liquid Natural Gas (LNG) Plant Design Engineering Services Our Job: Draft evaluation criterion response APMP BID & PROPOSAL CON 2015 PAGE 47

41 What does an LNG Plant look like? APMP BID & PROPOSAL CON 2015 PAGE 48

42 The Question Front End Engineering Design (FEED): Tenderer is to provide an overview of key activities in FEED to achieve Company s goals of maximising the realisation of value in the Project. APMP BID & PROPOSAL CON 2015 PAGE 49

43 The Question: it s like Building a house Architect first Design drawings Construction Get it wrong = chaos and costly! APMP BID & PROPOSAL CON 2015 PAGE 50

44 Draft 1: Analyse the example Analyse what to write A Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write APMP BID & PROPOSAL CON 2015 PAGE 51

45 Draft 1: Analyse suggested structure / steps A 1. QUESTION Restate client criterion / issues 3. CONTENT Broad headings & basic content ISBP 2. MESSAGES List key messages that apply 4. COLLATERAL Identify graphics & supporting info APMP BID & PROPOSAL CON 2015 PAGE 52

46 Draft 1: Analyse Steps 1 & 2 A Step 1: The Question Already done! Step 2: Key Messages Better systems More LNG experience Best practice research partners APMP BID & PROPOSAL CON 2015 PAGE 53

47 Draft 1: Analyse Step 3 (Basic Content) Issue: marginal viability, FEED value A Solution: 3 parts SAVE$ process: 5 phases Value Engineering: 2 key elements Value Improvement Practices x 4 (VIPs) Benefits: SAVE$, research links Proof: showcase relevant projects APMP BID & PROPOSAL CON 2015 PAGE 54

48 Draft 1: Analyse Step 4 (Collateral) Graphic: A 5 step value process Testimonial: Uni of America (?) Attachment: Value Engineering SAVE$ Procedure Attachment: Case study sheets (3 6) APMP BID & PROPOSAL CON 2015 PAGE 55

49 Draft 1: Analyse the result A see handout APMP BID & PROPOSAL CON 2015 PAGE 56

50 Draft 2: Build the example Build / expand on Draft 1 ideas Generate sub headings B Focus is compliance (ATFQ) Majority of writing Bulk content, not polish APMP BID & PROPOSAL CON 2015 PAGE 58

51 Draft 2: Build key points in example 6 headings over the 4 pages Page 1: Introduction, rough diagram B Page 2: Mainly text (a few bullets) Page 3: Basic 2 x 4 table Page 4: Mainly text (a few bullets) APMP BID & PROPOSAL CON 2015 PAGE 59

52 Draft 2: Build the result B see handout APMP BID & PROPOSAL CON 2015 PAGE 60

53 Draft 3: Compel the example Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas C Check logic and proof read APMP BID & PROPOSAL CON 2015 PAGE 62

54 Draft 3: Persuasive techniques Headlines into Headings Heading Headline Introduction A Systematic Approach to Maximising Value SAVE$ Process The Five Steps to SAVE$ Value Engineering How Value Engineering (and SAVE$) Works Activities Key Activities: Using VIPs to Realise Value Benefits of SAVE$ The Overall Benefits of SAVE$ Previous Projects Other Projects that SAVE$ has Benefited APMP BID & PROPOSAL CON 2015 PAGE 63

55 Draft 3: Persuasive techniques Enhance diagrams (page 1) Use Bullets SAVE$ 5 Steps: Information Creativity & Ideas Analytical Presentation Report & Implement APMP BID & PROPOSAL CON 2015 PAGE 64

56 Draft 3: Persuasive Techniques Action Captions (page 1): From Caption Diagram Value Engineering To Action Caption Figure 4.1. Value Engineering: SAVE$ provides sustainable benefits with a systematic approach APMP BID & PROPOSAL CON 2015 PAGE 65

57 Draft 3: Persuasive techniques Use tables (page 3) Activity Lessons Learned Description LL is about identifying completed projects that had similar deliverables. Reviewing the outputs from the LL reviews for application within the Clean Energy Gopher LNG Development Project. The review will consider the relevance and potential impact of any LL to the project and how it could be incorporated. The benefit is not making the same mistakes, learning from good practices. For example, pump glands were changed from open housings to closed housings to negate the problems of bearing failure caused by sand ingress. APMP BID & PROPOSAL CON 2015 PAGE 66

58 Draft 3: Persuasive techniques Use better tables (page 3) Description: Process: Benefits: Example: Lessons Learned (LL) Value Improvement Practices Identifying completed projects that had similar deliverables. Reviewing the outputs from the LL reviews for application within the Clean Energy Gopher LNG Development Project. The review will consider the relevance and potential impact of any LL to the project and how it could be incorporated. Not making the same mistakes, learning from good practices. Pump glands were changed from open housings to closed housings to negate the problems of bearing failure caused by sand ingress. APMP BID & PROPOSAL CON 2015 PAGE 67

59 Draft 3: Persuasive techniques Text into bullets (page 4) Benefits of SAVE$ The Value Engineering processes involve the early identification Value engineering avoids sub optimal decisions caused by Value Engineering techniques also provide the opportunity to The use of resources can be maximised by eliminating ACME is also the only engineering company in America that has APMP BID & PROPOSAL CON 2015 PAGE 68

60 Draft 3: Persuasive techniques Text into bullets (page 4) The Overall Benefits of SAVE$ Building Trust: The Value Engineering processes Optimal Design: Value engineering avoids Significant Early Improvement: Value Engineering Effective Resourcing: The use of resources APMP BID & PROPOSAL CON 2015 PAGE 69

61 Draft 3: Persuasive techniques Be specific: numbers & statistics (page 4) A selection of three case studies For the Anaconda LNG Project For the Beaver LNG Project For the Chrysalis LNG Project APMP BID & PROPOSAL CON 2015 PAGE 70

62 Draft 3: Persuasive techniques Be specific: numbers & statistics (page 4) Previous Project SAVE$ Initiative Saving/Benefit Anaconda LNG Greywater that was used to Realised $90m Beaver LNG The application of a new technology and Realised $50m Chrysalis LNG By applying lessons learned 5km of piping and associated equipment worth $40m were not required APMP BID & PROPOSAL CON 2015 PAGE 71

63 Draft 3: Persuasive techniques Add callouts for key messages (page 3) The goal of Value Engineering is to ensure that value (not cost or price) is maximised. VIPs involve reviewing and comparing options to select the optimum design solution that best meets all of the Project requirements. APMP BID & PROPOSAL CON 2015 PAGE 72

64 Draft 3: Compel the result see handout C APMP BID & PROPOSAL CON 2015 PAGE 73

65 Handouts The Tender Tips APMP BID & PROPOSAL CON 2015 PAGE 78

66 First APMP ANZ Chapter Conference Melbourne 2016 March 7 th to 9 th You re invited! APMP BID & PROPOSAL CON 2015 PAGE 79

67 Contact Nigel Dennis, CPP APMP Director, Bid Write Pty Ltd APMP ANZ Chapter Chair APMP BID & PROPOSAL CON 2015 PAGE 81

68 Contact Us Nigel Dennis, CPP APMP Director, Bid Write Pty Ltd APMP ANZ Chapter Chair APMP PO Box Washington, DC Phone: +1 (202) APMP BID & PROPOSAL CON 2015 PAGE 82