Features/Benefits proposal writing with integrated graphics and Action Captions is base-level competency in proposal writing/preparation for government contracts. You must be capable of producing proposals in this manner if your proposal is to receive serious consideration. If your firm does not have this competency, hire a proposal production firm or enroll your key personnel in a proposal writing training program. This level of competence will not, by itself, make you a consistent winner, but without it, you cannot rise to the level of consistent winning.

This is the second level of proposal writing: the Persuasion Level. This level of proposal presentation provides arguments or reasons why your firm ought be selected to perform the contract. These arguments or reasons are the benefits your proposal offers the customer.

A Persuasion Level proposal directly engages the selection criteria described in Section M of the RFP. Further, it does so in a manner that respects the responsibilities of the SSB and makes their job easier.

Many proposal writers believe that the Persuasion Level is the key to winning. The difficulty with this notion is that so many firms have become skillful at this level that it has become a standard practice for competitive proposals. To win today, you must go beyond feature / benefit writing to a third level of proposal presentation and company performance.