Key Themes And Message - A Free Tool

Key Themes And Messages

You've decided to bid and you have information on your customers issues. Time to develop your key themes and messages.


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This is sometimes known as Story Boarding. This is where you develop your key themes that your offer should convey. By identifying them you can ensure that all sections convey the same critical themes.

 

Remember, many proposals are reviewed in sections. Often different people within your customer's organisation will review different sections. That's why it's important to identify themes so that you can include them in all sections. Contact us here if you want more information.   


If you want to know more about telling stories for business we recommend Donald Millers "Building A Story Brand".

Click on the tool to download this free Word resource. 

Key Themes And Messages

FAQs

Got a question? We’re here to help.

  • When should I use this tool?

    We recommend you use the tool before you pursue any new tender or request for a proposal. Read the tender documents first, capture your customer's key issues, then complete the tool. You will get a sense very quickly whether you really know enough about the opportunity, the customer and the competition.

  • Why should we use this tool?

    Bids and proposals are often read by different people and often reviewed in sections. Knowing your key themes and messages is important so you can include them in all sections, appropriately worded.

  • Is this where we talk about the value and benefits?

    You need to be very careful in talking about value and benefits. This has to be positioned from the customer perspective. What is the value that they will perceive? What is the benefit to them? We would only suggest highlighting these as a direct answer to their issues. 

  • How long does it take to complete?

    This can and should take some time. If you've completed this quickly, the chances are you haven't really thought about what's really important to your customer.

  • How do we describe our themes and messages?

    This doesn't have to be in words. In fact, a picture is much better. For example, if a client issue is related to local supply, you may be better including a map with travel times showing how close you are to your clients' premises. 

  • Is this not about differentiating our offer?

    Yes, but the chances are you only have one unique differentiator over your competition if any. So this is more about have a clear and consistent message about your offer. Think it through carefully. As you develop your themes and messages ask yourself "so what?". If you can't answer this, your message isn't clear.

"At all times, Stuart gave constructive evaluations of our company and processes. He identified areas where we could improve the way in which we are communicating with existing and prospective customers and provided practical advice on how to achieve this." Managing Director, Glen Contracts Cleaning


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