Novel-writing, at its best, typically follows a simple guideline: Show, don’t tell. The best writing paints a picture in the reader’s imagination, rather than just telling the reader what to think. That kind of writing tends to be more evocative and engaging.
The same principle applies in proposal writing. Instead of just telling the customer what to think–“We’re the best at X”–we need to SHOW them. That means we need to describe WHAT we do and HOW we do it. Perhaps most important, we need to provide some kind of PROOF that we CAN DO what we say we WILL DO.
That’ll show ’em!