Researchers have discovered that we have two distinct types of “attention” (and actually use different parts of our brains to process each.) One type is the one we use when we are focused and anticipating what is coming next. The other is when something comes along unexpectedly and our focus is drawn to it.
To have the greatest impact, the proposals we develop have to address both types of “attention” of the reader/reviewer. We need to maintain the interest of those who are highly focused as they read/review our response and we have to capture the attention of those who are skimming it or flipping the pages.
This is why we so strongly emphasize the need for considering both the “information” (what the response says) and the “presentation” (how the information is presented) aspects in the development of strategic proposals.