I just got off a juicy conference call with a client and a partner. An interesting discussion came up.
The client was describing a bunch of projects they have lined up. A batch of case studies, a white paper, a data sheet for an upcoming trade show. . the typical round-up of persuasion projects.
They riffed for a bit on how the brochure/data sheet needs to be brief, because no one has time to read these days and it’s really difficult to compete for attention.
Then they said something really interesting. “We need to work on custom intros for the RFPs we’re working on. This is the one document that really has to sell – they have to read it, so the lead-in has to be really compelling. It directly impacts the sale.”
Um, yeah. This makes a lot of sense to me. People are bombarded with email newsletters, tantalizing links to content in Twitter and Facebook, magazines on their tables, and countless other “media interruptions.”
But.. they have to read closely when it counts – in an RFP. Their job depends on it, so companies throw a lot of resources and thought at RFP writing – especially on the front-end executive summary and positioning copy.
I’ve done this type of work before. I worked on a 100+pp RFP for Pitney Bowes a few years ago. They were bidding for the big law firm Latham & Watkins’ business. It was exactly this type of drill. They wanted a marketing writer to help write several sections and edit the entire document for persuasiveness, attention to detail, and consistency.
What do you think? Have you been seeing more of this kind of work? Please share your thoughts below.