Start Writing Better Proposals.

Learn how to use proposal win themes to write strategic, tailored proposals that win more work.

If you've ever felt like your proposals were lackluster, or struggled to pull one together because it was missing something, you need a win theme. If you've ever walked out of a proposal kick-off meeting still feeling lost, or gotten conflicting edits when you were sure of the direction, you need a win theme. Using win themes, course instructor Rachelle Ray has increased her proposal win rate from 20% to over 65%.
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Course Objectives

This course is for proposal professionals that want to:

  • Learn what win themes are and how to use them in proposals.

  • Learn how to use win themes to tailor every section of your proposal - from cover letters to resumes.

  • Learn actionable strategies for tailoring your proposals and improving their performance.

  • Produce more strategic, tailored proposals that resonate with their intended audience.

Course curriculum

  • 1

    Module 1

    • 1. What is a Win Theme?

    • 2. The Power of Win Themes

    • 3. How Many Win Themes Do You Need?

    • Win Theme Workshop Workbook

    • Join the Discord discussion group
  • 2

    Module 2

    • 1. The Four Basic Elements of a Win Theme

    • 2. Challenges

    • 3. Attributes / Features

    • 4. Advantages / Benefits

    • 5. Evidence / Proof

    • 6. Troubleshooting
  • 3

    Module 3

    • 1. How to Use Your Win Themes in Your Proposals

    • 2. Using Your Win Themes to Write a Great Cover Letter

    • 3. Using Your Win Themes to Curate Narratives and Imagery

    • 4. Using Your Win Themes to Curate Your Portfolio

    • 5. Using Your Win Themes to Tailor Your Resumes
  • 4

    Bonus Content

    • Proactive Proposals: Understanding Client Motivations

    • Proactive Proposals: Communication Strategies

This course is for you if...

  • ...you've ever thought 'I don't know where to start' on a proposal

    Win themes, provide you with a proposal 'road map' to help you curate your portfolio, craft persuasive content, and present your team in the best light.

  • ...you don't understand why your proposals aren't more successful

    Most proposals respond to RFP questions in isolation, using boilerplate that's been 'tailored' by changing out the client or project name. Proposals that use win themes are structured around a client's unique needs, and every piece of information provided addresses those needs, making the client feel like the hero of your proposal story (and more likely to award their project to you!)

  • ...it feels like you're just going through the motions of putting together a proposal, copying in boilerplate or reusing old go-bys

    If you're repackaging old go-bys or using mostly boilerplate to compile your RFP responses, you aren't writing responsive proposals. Win themes give your team a clear idea of the path to winning a contract, motivating the team to meet deadlines and tailor or create new, more responsive content that proactively addresses client concerns.

Instructor

I've been writing influential proposals for over ten years.

Proposal Management Consultant

Rachelle Ray

Rachelle has spent more than ten years working on architecture, engineering, and construction proposals. She founded RMR Consulting after recognizing a need for flexible proposal management to address the ‘ebb and flow’ of marketing needs across the industry. Rachelle works with clients to write, design, and develop strategic proposal responses that WIN.