Tender bids and sales copy are not the most glamorous side of B2B copywriting, yet still form the vital beating heart of many writers’ daily lives.
Business writing is all about impact. And nowhere is impact more necessary than in a tender. Livelihoods are at stake. The impact of success is great: the impact of failure greater.
The principles and motifs of clear business writing feature heavily in any good tender bid. And they apply just as much to the wider art of writing effective sales copy.
The two formats – bids and sales – are closely related. Both represent the essential DNA of good business writing, the archetype, the X Why Z.