More Effective Proposals with Visual Storytelling

The strategic element that makes your proposals effective is the narrative you present about why your firm should be selected. The strength of the narrative is determined by how well you convey the benefits of your firm’s services in terms of how they relate to the requirements outlined in the RFP. Firms that clearly communicate the benefits they offer in a way that’s tied directly to the client’s needs have the best chances of being selected. 

Experience and skills are huge factors, as is price, but so is the way that the story is told. Even a firm which might not be completely qualified can still be competitive when it tells its story in a compelling way. The use of striking visuals can help you accomplish this.  

This is because most proposals look all the same to the people who are reviewing them. They’re also typically dry, and frankly, boring. Fortunately, this creates the opportunity for your firm to distinguish itself by using visual storytelling to convey the benefits of your firm’s services uniquely and noticeably. Here’s how:

Use illustrations, graphics, and diagrams

Images that support your written arguments amplify their effectiveness exponentially. Every statistic, percentage, and spreadsheet is an opportunity to create compelling graphics from the data. You can also illustrate the points you’re making about the benefits of your firm’s services with relevant images. Examples could be as simple as pictures of the facilities you’ve worked on, and as complex as custom-made infographics. 

Use the Rule of Threes

Nothing says “dry and boring” like a page full of text. Break the content up on each page so that it’s one-third text, one-third images, and one-third white space. This is called the Rule of Threes, and it makes proposal reviewers more likely to consume all of the content on each page. Of course, one has to be mindful of page limits, but you can take full advantage of all the room you have to work with. 

Use outside help for a strategic advantage

Proposals mean deadlines, and your team probably won’t always have design support available for each one. Small proposals might be ok with basic design and clip art, but larger and more complex proposals will need sophisticated graphics to help convey the narrative. Hiring an outside creative partner can give you an advantage in must-win situations.

The people reviewing your proposal are also evaluating many others that mostly look and feel the same. Using visual storytelling can make your proposal stand out to help clients and owners’ representatives see what makes your skills and experience the best fit. It’s more effective to show someone why you’re the best rather than to just tell them you are. Visual storytelling helps make this possible.