Most people know me for delivering keynotes and workshops around the world — from Davos to Dubai and Dunstable to Dubrovnik — helping leaders find the perfect words to win hearts, minds, and business.
But what fewer people know is that me and my team also have a thriving (and quietly transformative) sideline: we take cold, lifeless tender submissions and turn them into warm, persuasive documents that actually win work.
In fact, we’ve helped many companies double — and often treble — their pitch conversion rates, simply by humanising their message.
Because here’s the problem: too many tenders rely on the same tired template, filled with features, jargon, and boilerplate copy that might tick the technical boxes… but misses the emotional mark.
And in a world where clients rarely even get to meet you face-to-face before making a decision, that emotional connection is everything.
Why Most Tender Submissions Fail
Want a stat that’ll make your finance team flinch?
Recent industry reports suggest that many companies are winning just 10–20% of the tenders they pitch for. That means 8 or 9 out of 10 go nowhere — wasting time, money, and morale.
And if you’re a small or medium-sized business, the outlook is almost as brutal: a Federation of Master Builders survey found that 41% of construction SMEs succeed in fewer than 10% of public-sector bids.
But as the late-great Peter Cook once said:
“I have learned from my mistakes, and I am sure I can repeat them exactly.”
If your current tender strategy feels oddly familiar… it might be time for a rethink.
The truth is, most submissions are more spreadsheet than story. More spec than substance. They focus on “what we do” rather than “why that matters”.
The result? They feel like wallpaper. Functional but forgettable.
How We Make Tenders Work Harder
At PaulBoross.com, we bring together psychology, persuasion science, copywriting and design to craft documents that feel like conversations, not compliance.
Here’s how we do it:
1. Language That Connects
We use linguistic patterns like:
“so you can relax knowing…”
“which means you avoid last-minute surprises…”
to subtly guide the reader toward trust, clarity, and comfort.
We also structure each section using a proven psychological pattern:
Problem → Solution → Proof → Promise → Action
It keeps things clear, digestible, and emotionally compelling.
2. Design That Builds Confidence
Our design team crafts layouts that flow like stories — not spreadsheets.
Think: clean typography, intuitive navigation, and visuals that support the message (not distract from it).
A good design doesn’t just look polished. It quietly whispers, “You can trust us.”
3. Stories That Stick
Anyone can say, “We’re reliable.”
But this?
“When a community hospital needed a fully equipped emergency wing before winter, we delivered it in under three months, without delay, and with staff trained and ready to go. They called it a lifeline. We called it a promise kept.”
That’s the kind of emotional proof that wins tenders — because it makes the reader feel what it would be like to work with you.
Three Quick Fixes You Can Use Today
- Lead with a Moment, Not a Mission
Open with a real-world example, not a vague promise. “Last summer, we delivered a hospital ward in 11 weeks.” That turns heads. - Invite, Don’t Instruct
Use welcoming language:
“We’d be delighted to walk you through our process — or better yet, walk you round the factory.”
It builds rapport, even on paper. - Make Your Client the Hero
Don’t just say what you do. Say how it helps them:
“so your staff can get back to doing what they do best.”
Want a Free Feedback Session?
If you’re still sending out the same tired PDF you’ve used for the last five years… and you’re not getting the results you deserve… let’s fix it.
Send us your latest tender document. We’ll offer three free suggestions to improve the language, structure, and emotional resonance — no obligation, just value.We’ve helped businesses win more work. We can help you too.
The Final Word
Look — we understand that humour isn’t always appropriate in a tender (especially when there’s no face-to-face). But humanity is always appropriate. And right now, too many companies are stripping their documents of personality, warmth, and trust — and wondering why they’re losing.
Or, as Alan Bennett put it perfectly:
“We started off trying to set up a small anarchist community, but people wouldn’t obey the rules.”
The same is true of tendering. The process is rigid. The portal is cold. The rules are fixed.
So your message has to do something quietly revolutionary: make the reader feel.
That’s what we help you do — with story, structure, psychology, and just the right spark of humanity.
If you’re ready to stop playing by the old rules and start standing out, we’re here.
Warmest,
Paul x
