Writers and marketing consultants Doug Stern and Jaclyn Landon have compiled a six-point article for Marketing Profs on how to write a great proposal in response to an RFP.

The duo advise not to get too creative but rather remember that you’re getting points for showing how well you color inside the lines — and how well you listen.

Bonus points are given for writing well and paying attention to the look and feel of the proposal. That could mean hiring a graphic designer to design a template and making use of forgotten space — like the back cover.