How to Write Better Bids by Writing Like You Mean It

Writing a winning bid isn’t about sounding smart, it’s about being clear, relevant and convincing. And just like art, good writing is a skill that evolves over time. 

Whether you’ve struggled to start from a blank page, found yourself drifting off-topic, or felt that your writing style needs sharpening, this is for you. Because when it comes to bids, your words have to work hard...not just inform, but influence. 

Writing Is a Skill—Not a One-Off Task 

Many people hesitate to share their writing until it feels “good enough.” But the truth is, writing is a creative process and like any skill, it improves through practice, feedback and consistent refinement. It’s not about achieving perfection on the first attempt; it’s about learning, developing your voice, and becoming more effective with each bid you write. 

And yet, in bidding, we often expect to get it right first time, under pressure, and with little time to reflect. That’s a flawed approach. 

Just as an artist learns to sketch before painting, bid writers need to learn how to structure messages, understand what matters to the client, and create a journey that ends with a confident “yes.” 

What Good Bid Writing Actually Looks Like 

Good bid writing is much more than filling in templates or throwing in buzzwords. It’s about connecting with your client, responding with relevance, and removing the noise. 

Here’s how you do that: 

1. Start with preparation, not prose Understand the opportunity inside-out. Dig into the background, context, drivers, and likely objections. That insight will shape the messages your writing must deliver. 

2. Tell a coherent story Link the beginning (the customer’s problem), to the middle (your approach), to the end (what success looks like for them). Don’t just describe your solution...show how it creates results that matter to them. 

3. Match their tone, not yours Listen to how your customer writes and speaks in their documents. Mirror their style, terminology, and tone. Make it feel like your bid was written just for them, because it was. 

4. Use your voice, backed by the right techniques Don’t write robotically. Be clear, be confident, be concise. But back it up with structure, formatting, examples, and evidence. Style should serve clarity, not cloud it. 

Credibility Killers to Avoid in Bids 

Here are a few phrases I’ve had to edit out of real bids. If you’re using them, stop. They undermine trust and offer nothing useful: 

• “We are energised by this agenda…” → Sounds vague and performative. 

• “We recognise the importance of…” → Then show how you address it - recognition alone won’t score marks. 

• “We are delighted to submit…” → The feeling is not mutual - get to the point. 

• “We’re drawing together the best of the best…” → Sounds like you’re making it up as you go. 

• “Our proposal is best in class…” → Who says? Clients decide what’s best - prove it. 

• “We’re ready to go with our seamless delivery model…” → If you say it’s seamless, it probably isn’t. 

  
  

What I’m Doing Differently...and You Should Too 

I’m committing to reading more, listening to my clients and being more critical of my own work. Every bid is a chance to improve - not just in language, but in clarity, connection and persuasion. 

So here’s my challenge to you: 

Let’s Elevate Your Writing And Your Win Rate 

At Vision TDM, we help bidders write with purpose, not padding. We refine your messaging, challenge vague content, and shape clear, persuasive responses that evaluators actually want to read. 

If your bids are well-meaning but underperforming, let’s fix that. 

📩 Get in touch for a bid writing review and take the next step in your writing journey. Because better bids don’t just happen. They’re written. 

Let’s talk 👉 www.visiontdm.co.uk

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