Hubspot has published a great blog "The Ultimate List of Words That Sell".
Whilst it's not going to transform your pitch overnight, the list acts as a reminder of what makes a great piece of persuasive, client-focused writing.
And, it's fantastic that the first word in their list is "you". Possibly the hardest word to weave into bid writing.
It feels natural to answer tender questions by saying "we will do X", or "we offer Y", but the skill that comes through thinking about your customer is the ability to flip a response and talk about the customer instead.
I always try and use the left hand rule when writing or reviewing, does the first word of each paragraph start with "we" or "you", and this blog acts as a timely reminder to help focus the mind.
1) You Selling is about your prospects, not about your company. A simple way to make that clear is by using the word "you" as much as possible. Think back to your childhood -- did your parents ever tell you it was impolite to talk about yourself? Apply that rule here. Every time you might be tempted to phrase a sentence from the perspective of your company, find a way to rework it to make your prospect the subject.