| Is There Such a Thing as Too Much Theme? |
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A Theme should be evident on the cover and throughout the text. A thematic sprinkling won't do; it doesn't tie the ISSUES together enough for the customer to feel the anchor. And just covering the Issues once doesn't guarantee keeping an audience's attention, since most customers scan proposals rather than deliberate over them anyway. The decision about how much Theme is too much is relative to the size of the proposal and the client to whom it's directed. For Government proposals, you can't put it on thick enough. Likewise, you can't put it on thick enough for proposals over 50 pages. For commercial proposals under 20 pages, though, you can tone it down. In those instances, you'll usually have a Theme that fits the customer well enough that it won't seem "too much" to the customer at all. When in doubt, put it on too thick for your tastes. Remember, you are reading the entire document, and no one else is likely to do that. The fact is that I have never had a technical proposal team use a theme too heavily. Only if you've been infiltrated by a tribe of marketing hacks could you possibly manage to slather the theme too thickly. So lay it on as thick as you can stand, and then add a bit more. Themes... Next page in the Magic of Winning Proposals | Marketing Manager | Proposal Manager | Proposal Writers | Proposal Coordinator |
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