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Creating Effective Proposals Writing an Effective Executive Summary C O N S U L T I N G General Rules Begin Early Follow RFP Instructions Highly Thematic Clear, Expository Writing Explicit Messages Active Voice, First or Third Person, Present Tense, Positive/Confident (but not arrogant) Tone Avoid Adverbs and Overblown Writing Utilize Summary Graphics Objectives Get the Reader’s Attention Show our Understanding of the Problem Insights/Perspectives Summarize Key Parts of Our Approach/Solution - Focus on How Convey Confidence that KPMG is the Best Firm to do the Job - Why? Obtain Import