The Tender That Gave Me Goosebumps (And Why That’s a Sign You’ll Score Well)
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Sometimes I read a tender response and I pause. Not because something is missing — but because something is deeply present. I’ve just read a story or a sentence that gives me goosebumps. That rare moment where the words on the page connect with something much deeper: purpose, people, and pride.
Tender writing is often treated like a technical exercise — follow the question, reference a policy, include a process. But the bids that truly stand out do something more. They make people feel.
💡 Why Emotional Connection Matters
- It cuts through the noise. Evaluators read hundreds of similar answers. A response that sparks real feeling is remembered — and often scored more generously.
- It humanises your service. When you describe the lived experience of someone you’ve supported, you bring your service to life.
- It shows culture, not just compliance. Tender panels want to know what kind of provider you are — not just what you do, but how you do it.
✨ How to Write for Impact (Not Just Information)
Think about the moments you’re proud of. The times your team went above and beyond. Then:
- Use storytelling: Share a brief, anonymised case study with heart and outcome.
- Include real voices: A line from a service user or family member carries weight.
- Connect to values: Show how your team’s values translate into action.
❌ Don’t Overdo It
Emotion works best when it’s authentic. Overly dramatic or flowery language can backfire. Aim for honesty, clarity, and humanity — that’s the winning balance.
📌 Final Thought
You can be factual and still be moving. You can be structured and still be human. The best tenders make space for both — and that’s what sets them apart.
Written by Mike Harrison, Founder of Impact Guru Ltd — specialists in bid writing and strategy for social care providers
Visit impact-guru.co.uk to browse downloadable strategies, method statements, or get in touch about tender support.