KPMG全套内部培训教程4

Proposal Writing
Proposal Tone Examples
Proper Example:
“Over the past several years, the University of
Massachusetts, Amherst has initiated a broad review of its administrative systems, resulting in the selection of the PeopleSoft Student Administration
Run spell check EVERY time you exit a file!
Proposal Writing
Additional Language Guidelines
Avoid using superlatives (“all, every, never”)

KPMG Legal also frowns on it
Improper Example:
C O N S U L T I N G
“KPMG is the global leader in every meaningful and quantifiable way.” (!)
Proposal Writing
Proposal Tense
Use “active” voice - the actor comes before the verb
Avoid “passive” voice - no actor, vague, unresponsive
Correct: “KPMG will develop the system.”
Incorrect: “The system will be developed.”
Follow the “true tense” rule, whether past, present, or future
– –
between numbers and title of section headings
after periods and colons
Use one space after commas and semicolons Reference other sections of the proposal when appropriate, as such:
Proposaltuation
Insert a comma after each element in a series of more than two elements, and in numbers of 1,000 or more Use two spaces:
–
advocate, affirm, aid, approve, assist, confirm, control, convey, demonstrate, develop, direct, effect, enable, encourage, enhance, establish, execute, facilitate, favor, improve, lead to, maintain, manage, monitor, obtain, offer, perform, promote, result in, strengthen, verify
Proposal Writing
Graphics
Another great way to break up continuous text
Much easier to read and review
Depict processes, flows, activities better than text Can be tables, matrices, or full-scale foldouts
Work plan: tasks, hours, staff assigned
Technical: diagrams, architectures, system designs Training: course structure, methodology RFP requirements compliance checklist
Creating Effective Proposals
Proposal Writing -- Guidelines and Hints
C O N S U L T I N G
Proposal Writing
Re-using Material
Reusable Material -- text or graphics from previous proposals that address similar requirements Don’t throw boilerplate together and call it a section Clients/evaluators know when they’re reading generic text, and resent it!
Correct: “The current system interfaces with...” “The future system will increase access…”
C O N S U L T I N G
Incorrect: “The future system interfaces with…”
Thoroughly review and modify any text or graphics you reuse
Tailor the material to the client and the RFP
Commonly reused material - qualifications, client profiles, resumes, statistics, capabilities, graphics
“The NASA system will provide the following benefits: Increased response time Improved customer service Immediate data access”
C O N S U L T I N G
Avoid “i.e.” and “e.g.” - use “for example”
Avoid “via” - use “through” or “using” Know difference between “its” and “it’s” “KPMG staff” is singular, “personnel” are plural; “datum” is singular, “data” are plural
–
C O N S U L T I N G
In section 4.3, “Potential Problems,” we discuss our risk management policies.
Proposal Writing
Follow Word Conventions
Refer to “convention word list” established by Proposal Coordinator Helps different writers/sections sound consistent Eases final editing somewhat (search/replace list)
When in doubt, defer to RFP/client usage
Prime examples:
–
project vs. engagement
–
– – – C O N S U L T I N G
client/server vs. client-server
UNIX vs. Unix database vs. data base work plan vs. workplan
Serve many purposes such as:

C O N S U L T I N G
Staffing: names, skills, years of experience, org. charts Qualifications: statistics, dates, projects, numbers
Proposal Writing
Bullet Lists
Break up lengthy narrative
Change a sentence that lists many items to a bullet list
Avoid switching tense, voice, or tone within the list Use parallel wording to start each bullet (the same kind of word - verb, noun, adjective, etc.) Capitalize the first word of each bullet in the list Introduce bullet list with a colon, then separate each bullet with either a semi-colon or nothing Example of a consistent bullet list:
System.
“Based on your RFP, we recognize that UMass desires
specific assistance related to the business process redesign of your student services, and fit-gap analyses for these improved processes.”