Proposal Strategy
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Win Themes
At the heart of every strong proposal is a compelling win theme—an idea that ties everything together and reinforces why your team is the right choice.
A win theme isn’t just a catchy message. It’s a clearly expressed value proposition, supported consistently across the proposal—through writing, visuals, and tone. It reflects your understanding of the client, the project, and the outcomes that matter most.
Done well, a win theme doesn’t just repeat your message. It makes it stick—by making it matter.
Show That You're Paying Attention
Clients want to know you’ve truly listened, that you understand their project, their priorities, and what success means to them. That means going beyond general qualifications. It means tailoring your message, aligning it with their goals, and responding with specifics that demonstrate thoughtful attention. Twennie supports proposal writers in creating documents that feel personal, relevant, and clearly focused on the client’s needs.
Define Success on Their Terms
Before highlighting your strengths, take the time to define success the way the client sees it. When your proposal reflects their language, goals, and vision, your firm becomes easier to imagine as a trusted partner.
The closer your understanding aligns with theirs, the stronger your case. And when it doesn’t? Knowing when to step back can be just as strategic as leaning in.
Twennie helps teams build this kind of judgment into their proposal strategy—so every pursuit is guided by fit, clarity, and purpose.
