Style guides: Every proposal editor loves them, every proposal writer ignores them.
So. What to do?
Pick a few things you want the writers to do, or not to do, and give away the rest. “What are the few?” you ask. These are the first four that I ask for:
- Active voice not passive
- Future tense not present
- First person not third
- Benefits at the front, not at the end
But I’ve learned not to ask writers the same way I might ask another editor. Now I ask writers like this . . .