Persuasive Writing Part 2 · Persuasive Writing Part 2 The Magic of ISBP Applied: Drafting...

Persuasive Writing Part 2 The Magic of ISBP Applied:

Drafting Compelling Responses in 3 Easy Steps

APMP BID & PROPOSAL CON 2015 | PAGE 2

A QUICK RECAP OF PART 1ACHIEVING CLIENT FOCUS WITH THE MAGIC OF ISBP


No. 1 consideration in bids…

CUSTOMER FOCUS

…but how do we achieve it?


What buyers like to read…

Key Characteristics: Well structured Well presented Logical idea flow Clear messages Convincing / compelling Meaningful takeaways


Being Persuasive: a short video

“The Power of Words” by Andrea Gardner


Exercise – Bob’s Plantations…

Warning:What you are about to witness is based on a real life example of events that took place in 2008. Names and locations have been changed to protect the identity of innocent parties.


About Bob and the exercise…

Our Job: Review Executive Summary

Tender: Minesite revegetation

Client: Mining Company

Business: Large scale tree planting


The before…

…see handout


Instructions #1 (last year)…

Read the page of textGroups of 2: share initial thoughts Easy to understand? Structure? Flow of ideas? Compelling? Key messages?


ISBP – the theory

• Issue• What really matters to your customer?I• Solution• How will you address those issues?S• Benefit• What benefits will your customer receive?B• Proof• What is the evidence it will work?P


Instructions #2 (last year)…

Alone, re-read the page of text Classify each paragraph: ISBP?

IssueI SolutionS

BenefitB ProofP


I, S, B or P?

Bob’s Plantations (BP) was established in 1986 and has 140 employees.

Is age / size good or bad?


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.


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.


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.


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.


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.


I, S, B or P?

Our solution will meet a dual purpose of contributing to local biodiversity as well as reducing carbon.


I, S, B or P?

We will utilize a combination of direct seeding and seedling planting that is customized with the species mix.


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.


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…


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…


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…


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.


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.


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.


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!


The after…

…see handout


PERSUASIVE WRITING PART 2THE MAGIC OF ISBP APPLIED: DRAFTING COMPELLING RESPONSES IN 3 EASY STEPS


Why is (proposal) writing so hard?


3 Draft Process: ABC of proposal drafting…

Analyse

Build

CompelCBA (Plan)

(Write)

(Persuade)


Draft 1: Analyse – the principles

Analyse what to write Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write

A


Draft 1: Analyse – suggested structure

A1. QUESTION

Restate client criterion / issues

3. CONTENT

Broad headings & basic content

4. COLLATERAL

Identify graphics & supporting info

2. MESSAGES

List key messages that apply

ISBP


Draft 2: Build – the principles

Build / expand on Draft 1 ideas Generate sub‐headings Focus is compliance (ATFQ)Majority of writing Bulk content, not polish

B


Draft 3: Compel – the principles

Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas Check logic and proof readC


Draft 3: Compel – persuasive techniques

Turn headings into headlines

Develop action captions

Active voice over passive voice

Reduce words: ‐ bullets, tables, flowcharts, diagrams C


Draft 3: Compel – persuasive techniques

Add proof / evidence

Turn general into specific: ‐ use numbers, comparisons, statistics

Check key messages

Add calloutsC


Exercise – Clean Energy

Warning:What you are about to witness is based on a real life example of events that took place in 2011. Names and locations have been changed to protect the identity of innocent parties.


About the Clean Energy exercise…

Our Job: Draft evaluation criterion response

Tender: Liquid Natural Gas (LNG) Plant– Design Engineering Services

Client: Clean Energy

Business: ACME Engineering, Inc


What does an LNG Plant look like?


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.


The Question: it’s like…

Building a house Architect first Design drawings Construction Get it wrong= chaos and costly!


Draft 1: Analyse – the example

Analyse what to write Plan major messages and inputs High level ideas, raw content Dot points 30 minutes to write

A


Draft 1: Analyse – suggested structure / steps

A1. QUESTION

Restate client criterion / issues

3. CONTENT

Broad headings & basic content

4. COLLATERAL

Identify graphics & supporting info

2. MESSAGES

List key messages that apply

ISBP


Draft 1: Analyse – Steps 1 & 2

Step 1: The Question‐ Already done! Step 2: Key Messages‐ Better systems‐More LNG experience‐ Best practice research partners

A


Draft 1: Analyse – Step 3 (Basic Content)

Issue: marginal viability, FEED value 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

A


Draft 1: Analyse – Step 4 (Collateral)

Graphic: ‐ 5 step value process Testimonial: ‐ Uni of America (?) Attachment: ‐ Value Engineering SAVE$ Procedure Attachment: ‐ Case study sheets (3‐6)

A


Draft 1: Analyse – the result

A…see handout


Draft 2: Build – the example

Build / expand on Draft 1 ideas Generate sub‐headings Focus is compliance (ATFQ)Majority of writing Bulk content, not polish

B


Draft 2: Build – key points in example

6 headings over the 4 pages Page 1: Introduction, rough diagram Page 2: Mainly text (a few bullets) Page 3: Basic 2 x 4 table Page 4: Mainly text (a few bullets)

B


Draft 2: Build – the result

B…see handout


Draft 3: Compel – the example

Polish into a compelling read Use persuasive writing techniques Check structure and flow Group similar ideas Check logic and proof readC


Draft 3: Persuasive techniques

Headlines into Headings

Introduction 4.1.1 A Systematic Approach to Maximising ValueSAVE$ Process 4.1.2 The Five Steps to SAVE$Value Engineering 4.1.3 How Value Engineering (and SAVE$) WorksActivities 4.1.4 Key Activities: Using VIPs to Realise ValueBenefits of SAVE$ 4.1.5 The Overall Benefits of SAVE$Previous Projects 4.1.6 Other Projects that SAVE$ has Benefited

Heading Headline



Enhance diagrams (page 1)

SAVE$ 5 Steps:

Information

Creativity & Ideas

Analytical

Presentation

Report & Implement

Use Bullets


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



Use tables (page 3)Activity Description

Lessons Learned 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.



Use better tables (page 3)Value Improvement Practices

Description: Lessons Learned (LL)

Process: 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.

Benefits: Not making the same mistakes, learning from good practices.

Example: Pump glands were changed from open housings to closed housings to negate the problems of bearing failure caused by sand ingress.



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…



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…



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…



Be specific: numbers & statistics (page 4)Previous Project SAVE$ Initiative Saving/BenefitAnaconda 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



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.


Draft 3: Compel – the result

C

…see handout


Handouts – The Tender Tips


First APMP ANZ Chapter Conference

Melbourne 2016

March 7th to 9th

You’re invited!


Nigel Dennis, CPP APMPDirector, Bid Write Pty LtdAPMP ANZ Chapter Chair+61 414 273 757 [email protected]

Contact


Nigel Dennis, CPP APMPDirector, Bid Write Pty LtdAPMP ANZ Chapter Chair+61 414 273 757 [email protected]

Contact Us

APMPPO Box 77272Washington, DC20013‐7272 Phone: +1 ‐ (202) 450‐2549www.apmp.org

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