11 JUL 23
The Role of Story Telling in making a compliant bid more compelling

In the competitive world of bids and proposals, where countless organisations vie for the same opportunities, it’s crucial to find ways to stand out and leave a lasting impression on evaluators. One powerful technique that has gained recognition in recent years is the art of storytelling in bid writing. By leveraging the age-old power of narratives, bid writers can create compelling, persuasive bids that captivate evaluators, differentiate their offerings, and increase their chances of success.

In this blog post, we will explore the profound impact of storytelling in bid writing and share tips on how to harness its potential to making compliant bids more compelling.

Why Storytelling Matters in Bid Writing:

Creating Emotional Connections: Human beings are inherently wired to respond to stories. By incorporating storytelling elements into bids, bid writers can tap into the emotional aspect of decision-making, fostering a deeper connection with evaluators and making their bids more memorable.
Differentiating Your Bid: In a sea of technical jargon and data-heavy proposals, a well-crafted narrative can set your bid apart. Storytelling allows you to communicate your unique value proposition in a way that resonates with evaluators, making your bid more compelling and distinctive.

Elements of Effective Storytelling in Bid Writing:

Understanding Your Audience: Tailoring your story to the needs, values, and aspirations of the evaluators is key. Researching your audience and gaining insights into their preferences and priorities enables you to create a narrative that aligns with their expectations.
Crafting a Compelling Bid Narrative: A bid narrative follows a storytelling structure, including elements such as a captivating opening, a well-developed plot, compelling characters, and a strong conclusion. We’ll explore each of these components and provide tips on how to incorporate them effectively.
Demonstrating Value Through Stories: Rather than simply listing features and benefits, bid writers can convey value by sharing stories that illustrate how their solutions have positively impacted clients or end-users in the past. These success stories add credibility and build confidence in your bid.

Tips for Incorporating Storytelling in Bid Writing:

Begin with a Hook: Grab evaluators’ attention from the start with an engaging anecdote, a surprising fact, or a relatable problem. The opening sets the tone for the entire bid and entices evaluators to keep reading.
Structure with a Narrative Arc: Craft a bid that follows a coherent narrative arc, including an introduction, rising action, climax, resolution, and a compelling conclusion. This structure helps evaluators follow your story and enhances the overall impact of your bid.
Use Visuals to Enhance Storytelling: Incorporate visual elements such as infographics, images, and charts strategically to complement your bid’s narrative. Visuals can help convey complex information more effectively and engage evaluators on a deeper level.
Balance Storytelling with Evidence: While storytelling is powerful, it’s essential to balance it with concrete evidence, data, and clear explanations. Striking the right balance ensures that your bid is persuasive while also being informative and substantiated.


Mastering the art of storytelling in bid writing is a valuable skill that can elevate your bids to new heights. By infusing narratives into your proposals, you can create emotional connections, differentiate your bid, and leave a lasting impression on evaluators. Remember to tailor your story to your audience, craft a compelling bid narrative, and support your storytelling with evidence. With practice and a creative approach, you’ll be able to harness the power of storytelling to win bids, secure contracts, and propel your organisation towards success in the competitive bidding landscape.