Persuasive Business Proposals, 3rd Edition

21 The Packaging Is Part of the Product

WE’RE AT A FLEX POINT IN PROPOSAL WRITING, I think. Traditional methods have involved writing a document, printing it out, binding it and putting it between nice-looking covers, and then physically delivering it—usually multiple copies—to the prospect. Many RFPs still specify that you must submit hard copies. State and local government agencies often require a paper submission. But increasingly RFPs call for digital submissions. Each of these modes of delivery has advantages and weaknesses.

Traditional paper-based proposals have the familiar form factor that all paper-based documents have. They’re easy to skim, easy to flip back and forth in, and easy to score. You can write notes in the margins, you can ...