Writing Workshop: Creating Proposals that Set Your Firm Apart from the Competition 

What separates a winning proposal from the rest of the pile? SMPS Oregon tackled that question head-on with Wendy Simmons, Founding Principal at Middle of Six, in her writing workshop, Creating Proposals that Set Your Firm Apart from the Competition.

Wendy's energy was contagious, and so was her message. She didn't shy away from acknowledging what proposal professionals already know: this work is hard, the deadlines are relentless, and the friction points are real. But her challenge to the room was clear. Don't let those frustrations get in the way of doing what matters most: writing with purpose and connecting with your audience.

Know Your Audience
At the heart of Wendy's presentation was a fundamental truth; the best proposals are built on a deep understanding of the client. Before you begin writing, challenge yourself with these questions:

In a field where you're up against sometimes dozens of competitors, showing clients you understand their challenges and can deliver real solutions is what sets you apart. That empathy-first approach became the thread connecting every topic Wendy covered.

From Understanding Readers to Writing with Purpose
From there, Wendy dove into the practical side of proposal writing. She introduced the concept of three reader types (skimmers, swimmers, and deep divers) and challenged the room to layer information so that each reader can find what they need without having to hunt for it. She pushed the audience to scrutinize every piece of content through a simple lens: So what? It's not enough to list qualifications or years in business. Clients want to know what your experience means for them. That same principle applied to her guidance on technical writing, where she encouraged translating jargon into clear, compelling storytelling that leads with outcomes and context before diving into methodology and specifications.

Want to Take Your Proposals to the Next Level?
Middle of Six is a woman-owned AEC marketing consulting firm founded by Wendy Simmons, with team members across Washington, Oregon, and California. As self-proclaimed proposal nerds, they offer a full range of services designed to help AEC firms win, including proposal and interview development, proposal audits, pursuit strategy, presentation coaching, technical writing, staff training, and branding and design. Whether you need hands-on support managing your next RFP response or want an objective assessment of your current proposals, Middle of Six can plug in as a seamless extension of your team. They also host The Shortlist, a podcast covering all things AEC marketing. Learn more at middleofsix.com.

What's Next from SMPS Oregon
Want to keep building your competitive edge? The SMPS Education Committee is hosting several events throughout the year. Don't miss our Pacific Regional Conference recap in April, professional development event in May, and ongoing brown bag meetups during the lunch hour. If you're looking for a more consistent opportunity to learn from peers in the AEC industry and build relationships, join a roundtable!