PKC14158 Copywriting and Content Services
A practical guide to understanding what the buyer really wants and how to build a winning response.
Focus on Inward Investment
When I look at this tender, the standout word is "inward investment".
Perth & Kinross Council isn't just looking for generic copywriting. They're after a service that can speak directly to a business and investor audience. This is about attracting investment into the region.
The framework covers copywriting and content services with a value of £260,000 over 720 days. It's a competitive space, so your submission needs to reflect their focus on business growth and investment attraction.
You're Not Just Writing Words
Think about what the Council really wants.
They're aiming to boost the local economy by attracting businesses and investors. The copy you produce will be a tool to make that happen.
Yes, you need to be skilled in writing engaging content. But more than that, you need to understand the language and concerns of businesses and investors.
If I were crafting this bid, I'd focus on how my writing directly supports their economic goals.
Every Bidder Will Claim Creativity
Every agency vying for this framework will talk about their creativity and flair. That's a given in this sector.
What will set you apart is evidence of your success in writing for business audiences.
Provide examples of previous work that resulted in successful business engagements or investments. Highlight your understanding of economic development and how your copy has contributed to it in the past.
Pay Attention to What They Say
Perth & Kinross Council are clear about their audience.
They're not just looking for any copywriter; they want someone who can write with authority for a business and investor audience. They mention "significant experience" — that's a clue.
They're looking for seasoned professionals who understand the nuances of business communication.
Your submission should reflect this expertise.
Consistency Over the Term
This isn't about a one-off project.
The Council needs a reliable partner for 720 days. Consistency in quality and tone will be crucial.
I'd want to show how I maintain high standards over time, through processes like regular reviews, feedback loops and quality control measures.
Show them you can deliver consistently, not just at the start.
Evidence Always Beats Promises
In my experience, many bidders make grand promises but fail to back them up.
If you've successfully driven investment through your writing before, now's the time to show it.
- Case studies of similar projects
- Testimonials from previous clients
- Metrics that demonstrate the impact of your work
This evidence will carry more weight than any promise.
Framework Strategy: It's Not Just About Winning a Place
Securing a spot on the framework is just the beginning.
You'll need to be ready for further competitions or direct awards.
Being awarded work without competition often comes down to your reputation and how easy you are to work with.
For competitions, you'll need a clear process for quickly turning around high-quality submissions.
One Thing I'd Keep Reminding Myself
Remember the end goal.
Every piece of content you produce will be working towards attracting business and investment to Perth and Kinross.
Ask yourself, "How does this contribute to the Council's economic goals?"
This focus will ensure your submission aligns with what they value most.
Common mistakes
Avoid submissions that:
- Focus solely on creative flair without linking to business outcomes
- Lack evidence of past success in similar contexts
- Ignore the specific audience of businesses and investors
- Promise more than you can realistically deliver over two years
- Fail to demonstrate understanding of economic development
- Overlook the importance of consistency in tone and quality
- Miss the strategic importance of inward investment
My Final Thoughts
Perth & Kinross Council is seeking more than just well-written words. They want a partner who understands the importance of inward investment and can communicate effectively with a business audience.
With a value of £260,000 over 720 days, this framework offers significant opportunity but comes with high expectations. Quality will be essential and your written submission needs to demonstrate your strategic understanding and proven expertise.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.