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What we often do wrong with graphics in bids

Sometimes graphics are not the best answer…

We (as in the bidding profession) are always encouraging people to use graphics in proposals to get complex ideas across. It's almost become rote. But sometimes we need to let the reader’s imagination do the work.

This is an ad from VMLY&R for Penguin (it’s an oldie but a goodie).

So my challenge is: next time you’re persuading someone to think or feel something, see if you can paint such a picture in words a graphic could not be more effective. Hint - stories with them as the character or anything you could start with “imagine…” are going to work better. Try a day in the life type description to get the client thinking about how good it will be when you’re their supplier fixing their stuff.


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