The Communication Shape That Will Transform Your Pursuit Approach

Rachel Charlton, the founder of Sticky Communications, shares insights on enhancing proposal writing through the incorporation of storytelling elements. She emphasizes that proposals, while not traditional stories, can still engage and resonate with clients through narrative techniques. Rachel introduces a communication shape that aids in crafting compelling proposals, providing practical examples and strategies for implementation. She encourages writers to view themselves as mentors guiding clients (the heroes) through a journey, offering valuable solutions to their challenges.

Audience Takeaways

• Incorporate Story Elements: Proposals can benefit from storytelling elements, making them more engaging and resonant with clients.

• Understand Your Role: Writers should see themselves as mentors guiding the client (the hero) through a journey, not as the main characters.

• Craft Compelling Proposals: A unique communication shape can aid in crafting proposals that not only inform but also engage and persuade clients.

• How to Effectively Engage with Clients: Understanding internal and external client needs and expectations is crucial for crafting proposals that speak to their unique challenges and goals.

• Continuous Learning: Writers should continuously learn and evolve, drawing inspiration from various sources and being open to trying new approaches in proposal writing.
  

Conference Session Tracks

• Domain Track: Proposals & Business Development

• Position Track: Marketing/Communications, Sales/Business Development, & Proposal Development

Rachel Charlton, founder of Sticky Communications, brings 11 years of cross-functional experience in the AEC industry from developing strategic marketing processes for team efficiency, training, storyboarding, and creating content (visual and copy), to managing teams and workload, and leading multiple marketing plans.

Her superpower is helping her clients unlock the power of storytelling in their BD/Capture process(es) to bridge the gap between technical jargon and human connection to increase their win rates.

Rachel is a marketing unicorn with both a creative and strategic eye (yes, the actually do exist).

She is a big believer in only using the power of story for good—for herself and for her clients’ business. Rachel is passionate about showing her clients how to unlock the power of storytelling; it gives life to facts and data, and makes the final product memorable, compelling, personal, relatable, and distinctive.

Rachel loves fueling her creativity with crafting, baking challenges, and DIY home decor + reno projects for their 1945 Portland. During the epic PNW summers, she and her husband enjoy, paddle boarding, and finding places to grab a craft beer with their feisty miniature schnauzers, Bentley, Dash, and Magnus.

Connect with Rachel on LinkedIn.