General RulesBegin EarlyFollow RFP InstructionsHighly ThematicClear, Expository WritingExplicit MessagesActive Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) ToneAvoid Adverbs and Overblown WritingUtilize Summary GraphicsObjectivesGet the Reader’s AttentionShow our Understanding of the ProblemInsights/PerspectivesSummarize Key Parts of Our Approach/Solution - Focus on HowConvey Confidence that KPMG is the Best Firm to do the Job - Why?Obtain Important Points/Themes from Major Section Writers