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Pretty Matters

12/12/2007

3 Comments

 
Posted by BJ
I’ve heard people put forward the argument that the ‘pretty” part of proposals – covers, tabs, binding, packaging, etc. that are extremely professional – isn’t really  important and that this doesn’t really play a part in how a proposal is received or scored. To those who think this way, I’d suggest they need to consider the iPod.

The iPod isn’t really very different from the majority of such media devices from a technology perspective. It is however, distinctly different from a “look, touch and feel” perspective from the other devices available. The difference between and iPod and other such devices from the “pretty” perspective is very obvious, and it’s obvious from the very first moment you pick one up. Most people notice and appreciate the difference immediately. They want to hold it, touch and handle it. I’ve even heard that it’s not uncommon for someone picking up an iPod for the first time to break into a smile.

And the result of the iPod being “prettier” than the other devices? Well, the fact that I hesitate to refer those other devices as “competing products” says it all. The iPod all but owns the market.

And I contend that the “pretty” part of a proposal has the same affect on those who review and evaluate the responses we submit. I’ve witnessed first hand the reaction of a person picking up and reviewing a proposal that is extremely professional in look and feel. They have an immediate positive reaction. You can see it in how they handle the document, how they open it, flip the pages, perhaps comment on it or show it to another reviewer.

This initial positive reaction helps get the proposal onto the “keeper” stack rather than the “I don’t think so pile” (this is the unofficial first cut in most of the evaluations in which I’ve been involved). And when the information within the proposal is also extremely professional and “high-impact”, this combination garners high scores.

So remember, “pretty” matters.​
3 Comments
Mike Parkinson
3/26/2016 04:34:17 am

Amen! All decisions we make (according to nobel prize winning reserach from behavioral physchologist Herbert A. Simon to neurologist Antonio Demasio) involve our emotions. That means we want to positively affect our audience’s (reader’s) emotions in some way. Ask yourself hat makes you feel good? What do you think would make them feel good? How about a good looking, professional proposal that is easy to read and evaluate. There is incontrovertible proof that “pretty” does matter. Brian Tracy, a friend, worked for many years at the U.S. Department of State and Pentagon. He said that it was common knowledge that bad buying decisions were made based on “glitzy” graphics. Essentially, the proposal looked “prettier” than the rest.

That is not to say that the reason why proposals win is based on the look and feel. Not at all. What independent research has showed us is that it makes a difference. Imagine if you had a friend set up an interview for you with a company you really wanted to work with. Your friend told the company that you were the best of the best. You were the consummate professional. The company wanted you to get the job. (The capture management was done well.) You show up to the job interview in a T-shirt and jeans (you are the proposal). What message does that send to the company?

The bottom line is that everything we put in front of a client or future client should be synonymous with the company or person they want to work with. People do make quick judgements based on the cover o’ the book. Those judgements are very, very hard to ignore and change. “Pretty” does matter. If you want more real-world examples, shoot me an email. I have a bunch.

Reply
Robin
3/26/2016 04:34:26 am

Heck, that’s why I chose BJ as my consultant – he’s purty!

Seriously, I emphasize formatting and look ‘n feel with my team until they get tired of hearing about it. It’s important!

Reply
Roisin
3/26/2016 04:34:36 am

On occassion I have found myself extremely frustrated over this very aspect. I have been told countless times that ‘pretty doesn’t matter, the content will win us the deal’.

Not so. The client won’t evaluate the content if it isn’t pleasant to read.

And once, I only cared about how pretty the proposal was because I was a girl :)

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