Reflects rhetorical choices based on careful thought to audience, purpose, and situation

• responds to audience attitudes (or RFP constraints) with carefully constructed arguments
• develops a logic that shows relation of each section to the next
• fills all generic slots (situation, objectives, methods, qualification, costs, benefits) or all slots asked for in RFP
• responds to hot buttons (or RFP’s issues) with themes developed across all sections

Shows attention to visual choices that help make the document readable and aesthetically pleasing:

• headers, bulleted lists
• chunked information, adequate white space
• left justified, professional design
• consistent choices (clearly employs style sheet)
• consistent design–no mixed visual metaphors, artwork is appropriate
• charts and graphs are appropriate, numbered, referred to in text, and captioned
• materials reflect understanding of professional presentation

Employs "reader-centered" readability guidelines:

• consistent point-of-view (controlled shifts)
• lists in parallel form, active verbs in parallel tense
• professional language, clear, concise, repeatedly revised to sound intelligent and professional
• design helps readers make way through complex info easily