The ‘Tender Voice’ Trap: Why You Shouldn’t Sound Like Everyone Else
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When you're writing a social care tender, it's easy to fall into what many call the 'tender voice': bland, formal, and full of passive phrases that sound impressive but say very little.
Think about it — how many tenders have you read that begin with “It is our belief that…” or “We are committed to delivering person-centred care in line with regulatory expectations…”? These aren’t wrong, but they’re not memorable either.
✅ Why the ‘Tender Voice’ Happens
Many providers adopt a generic voice out of fear — fear of getting the tone wrong, sounding unprofessional, or missing a mark the commissioners are looking for. But in doing so, they blend in rather than stand out.
Here’s why it matters:
- It’s harder to build trust with vague, non-specific language
- You miss opportunities to show your service’s personality and values
- Commissioners read hundreds of bids — they skim when they all sound the same
✅ How to Avoid the Trap
Here are simple, practical ways to make your voice clearer and more confident:
- Use active voice: “We train all new staff in trauma-informed care,” not “All staff are trained…”
- Be specific: Name the exact tool, programme, or person where possible
- Show, don’t tell: Give examples instead of abstract values
- Read it aloud: If it sounds robotic or generic, it probably is
This doesn’t mean being casual — it means being authentic and clear.
✅ When Your Voice Matches Your Values
Commissioners are looking for alignment — between what you say, how you say it, and what you do.
If your service is warm, human, and community-based, your writing should reflect that. If you pride yourself on clinical precision and robust outcomes, let that come through too — but with clarity and humanity.
✅ Final Thoughts
Your service is already unique. Your tender should be too.
Don’t default to the ‘tender voice’. Use language that shows care, confidence, and clarity. That’s how you’ll stand out — and win.