The content of a technical proposal is important, but HOW it is presented is vital.

The cliche, “It’s not what you say, it’s how you say it,” applies to proposal writing.

Technical proposals can come across as dry and unemotional, making it challenging to engage the reader. 

Empathetic proposal writing is a style of writing that uses authentic empathy to help your technical proposals connect with a prospect because the emphasis is on communicating that you understand the problem and can solve it in a way that benefits the people asking for help.

Keep reading to learn five ways to use empathetic proposal writing when writing your next proposal.

Understand the Reader’s Needs

You need to understand your reader’s needs to create a technical proposal with empathetic proposal writing. Take some time to research your audience and understand their pain points. You can analyze their past projects, current challenges, and business goals. When you know the reader’s needs, you can tailor your proposal to address their concerns  by highlighting aspects of your company processes that set you apart from your competition.

Use Plain Language

Technical proposals can be complex, and it’s easy to get bogged down in technical jargon. However, using complex language can alienate the reader and make it difficult for them to understand your proposal. 

Instead, use plain language and avoid acronyms or technical terms that may not be familiar to your reader. This will help to make your proposal more accessible and easier to understand.

Tell a Story

People remember stories more than facts and figures. When writing an empathetic technical proposal, telling a story that resonates with your reader is essential. Start with a narrative that illustrates the problem your reader is facing, and then show how your solution can solve their problem. Use real-world examples and case studies to demonstrate how your solution has worked in similar situations.

Show Empathy

The foundation of empathetic proposal writing is empathy. Empathy is the ability to understand and share the feelings of others. Acknowledge their challenges and frustrations, and demonstrate how your solution can alleviate them. Show that you understand their pain points and are committed to helping them achieve their goals.

Provide Clear Benefits

Your reader wants to know what they will gain by choosing your solution. Focus on the benefits of your solution rather than the technical details. Provide clear benefits that show how your solution will help them achieve their business goals. Use metrics and data to support your claims and show how your solution can make a real difference to their business.

In conclusion, empathetic proposal writing requires understanding your reader’s needs, using plain language, telling a story, showing empathy, and providing clear benefits. By incorporating these elements into your proposal, you can create a document that resonates with your target audience and increases your chances of success. And remember, empathy is the key to crafting a winning proposal that meets your reader’s needs.

Contact the ACE Consulting team today for help with writing your next technical proposal for a construction project.