We help law firms turn their expertise into a compelling case for appointment. Our Win Map identifies what the client needs to see, which evidence will persuade them and how to make every part of the response count – including under an urgent deadline, with senior review and rewrite turned around same-day.
You’ve made the shortlist for a major tender. Your BD team is flat out pulling the response together. Partners send through matter lists, bios and edits between client calls. Everyone has a view on what should go in; no one has much time to work out what this particular client needs to hear.
So the tender fills up with credentials and claims that look much like those of the three other firms invited to pitch. Everyone’s “experienced.” Everyone’s “commercial.” Everyone claims to put clients first. And the client making the call can’t tell you apart.
Meanwhile, the one thing that could set you apart - a clear answer to why you, for this problem - stays scattered across emails and half-finished conversations. It never quite makes it onto the page.
That’s where we come in.
We uncover the argument buried in what your partners already know, test it against what this client has asked for and write the response that finally answers the question they're actually asking.
The deadline is real. The partners are busy. And a folder full of credentials isn't yet a reason for the client to choose you.
Three practice groups, six partners, detailed scoring criteria and a pricing schedule, and someone needs to turn all of it into one convincing response.
Someone needs to step back and assess the offering independently, to work out why this team is right for this matter from the client's point of view.
Matter lists, partner bios and credentials are coming in from every direction. The hard part is deciding what earns its place and what actually makes the case.
They're all seeing something important. But the client needs one clear proposition, not six competing introductions stitched together at midnight.
It hit every requirement and said nothing anyone would remember. The partners end up spending more time fixing generic claims than it would have taken to make the real argument properly, once.
There's no time for a grand process. What's needed is someone to find the gaps, get the right people talking, and put the remaining time into the sections that could change the result.
Tell us what's at stake, when it's due and where you're stuck. We'll tell you where we can make a difference.
Urgent tender deadline? Same-day senior review. Call Ralph directly on 0420 499 179.
He'll tell you within minutes whether we can help.
How we build a stronger bid
Our Win Map is the one-page plan we build with your team before drafting a law firm tender, pitch or proposal. It brings together what the client is likely to care about, the reasons your firm should win and the evidence you can put behind each claim. Partners can challenge and agree on that argument while it fits on one page, instead of unpicking it across fifteen pages of edits.
We look past the formal criteria to the decision underneath them. Is the client worried about continuity, capacity, specialist depth, price or the risk of changing firms?
We agree on the few reasons your firm should win this particular opportunity. These become the win themes that guide the response, rather than a different pitch emerging from every practice group.
We match each claim to the right matter, outcome, person or working method, and to the criterion it needs to answer. If the evidence is missing, we find it or change the claim.
A criterion asks for “capacity to service a national portfolio”. The natural answer for many firms would simply be to list office locations. But while this answers the heading, it doesn't necessarily answer what the client is worried about: i.e. whether urgent matters will be handled consistently across offices, without the relationship partner becoming a bottleneck.
The Win Map identifies that concern, the way your team would handle it and the evidence that makes the answer credible. Now the people writing the tender know exactly what they need to show.
You review the argument on one page, before the draft grows around it. Your partners can challenge the win themes, fill the evidence gaps and agree on the approach while changes are still easy to make.
Talk to us about your pitch
“[Ralph] was able to bring fresh ideas to the project, absorb and organise large amounts of complex information… His insights, creativity, business knowledge and impeccable writing style greatly contributed to [our] success.”
A panel tender, an RFP response, a pitch for a particular matter and a capability statement ask different things of your firm. We help you work out the argument, find the proof and write the document the opportunity actually calls for.
We bring together practices, partners, pricing and matter evidence into a response that answers the assessment criteria and gives the client confidence your firm can deliver across the panel.
We plan and write responses to RFTs and RFPs, keeping the client's requirements in view while making a clear case for why your team should be appointed.
We show why these lawyers, with this approach, are right for this matter. That often tends to mean drawing on an existing relationship without assuming the client already knows why the team should win.
We turn long lists of services and credentials into a focused account of the work your firm does best, the clients it helps and the experience behind its claims.
Incumbency gives you evidence, but it doesn't make the case for reappointment by itself. We identify what the relationship has delivered, what has changed and why the firm remains the right choice.
Deadline close and a draft already exists, or nothing's been written yet? We can turn a senior review or full rewrite around within a day, focusing on the sections where a stronger argument or better evidence will make the greatest difference.
You don't have to hand us the whole bid. We can develop the Win Map and write the response with your BD team, take responsibility for particular sections, or come in when the document is almost finished to tighten the argument and the copy.
We help you make your difference obvious so that you stand out from the pack, build trust, make your expertise obvious and win more work.
Antelope Media was founded by Ralph Grayden, a former commercial lawyer. We can get across the matter, question the evidence and work with partners without needing the BD team to translate everything first.
Our Win Map gets the team agreed on what the client needs to believe, why this firm should win and what evidence supports the case. Partners can settle those decisions before they become rounds of edits to a full draft.
Sometimes we join at the start. Sometimes the deadline is close and the difficult sections are still blank. A senior writer can get across the brief quickly, identify where the response is weakest and focus the remaining time on the changes that matter most.
From chambers and mid-tier firms to the organisations supporting the profession.
We work with your BD team and partners from wherever the bid stands: the day the invitation lands, halfway through drafting or uncomfortably close to the deadline.
We review the invitation, criteria and deadline, agree what you need us to own and give you a fixed fee. We run a conflicts check before you share confidential client or matter information.
We speak with the lawyers who know the client and the work. We pull together the relevant matters, people and results, and find out where the firm has a real advantage.
Before a full draft takes shape, we put the argument on one page: why this team, what the client needs to be confident about and the evidence that will support the response.
A senior writer builds the response with your BD team. Partners review the legal and matter detail; we work their comments into one coherent pitch rather than stitching together competing drafts.
We check the final words against the brief, the criteria and the evidence. Your firm approves the response and submits it through the client's required process.
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Tell us what you need or book a 15-minute call.
We help law firms with panel tenders and reappointments, RFT and RFP responses, pitches for major matters, proposals and capability statements. We can plan and write the full response with your BD team, take responsibility for particular sections, or review a draft that needs a stronger argument before it goes out.
Yes. Send us the invitation, the deadline and whatever your team has already drafted, and we’ll tell you straight away what we can take on. For a bid that’s substantially drafted, our rapid review and rewrite service, Pitch Perfect Express, can turn a response around within 24 hours. If nothing’s been written yet and the deadline is very close, we’ll be upfront about what’s realistically achievable in the time you have.
Your engagement is led by Ralph Grayden, Antelope Media’s founder and principal. Ralph practised commercial law before becoming a copywriter and strategist. He works directly with your BD team and partners to understand the opportunity, test the argument and write or oversee the response. We agree who is doing what before work begins.
We bring legal-sector knowledge together with work in positioning, messaging, content strategy and persuasive writing. We also write for organisations outside the legal sector, including some of the sophisticated buyers law firms pitch to. That wider view helps us question familiar law firm claims, find what is genuinely distinctive about your team and express it in terms the client will care about. We still do the disciplined bid work: answering the criteria, checking the evidence and making the response easy to assess.
The Win Map is the one-page plan we develop before drafting a full response. It sets out why your firm should win this opportunity, what the client needs to feel confident about and which matters, people and results support each claim. It gives partners a chance to agree on the argument while it is still easy to change, rather than debating it across rounds of edits to a finished tender.
We work alongside the people already responsible for the bid. Your BD team keeps control of the timetable, internal approvals and submission process; we bring senior help with the argument and writing. We interview partners for the detail that is missing from old matter lists and bios, then turn their different contributions into one coherent response. The firm checks and approves all legal and client-specific claims.
We quote a fixed fee once we’ve seen the opportunity, the deadline and the material you already have. As a guide, capability statement content starts from $3,000 + GST and proposal development from $6,000 + GST. Full tender responses are scoped individually. Our rapid senior review and rewrite service, Pitch Perfect Express, starts from $4,375 + GST for substantially drafted documents. We agree the deliverables and fee before starting.
Yes. Early in the engagement, we look at the opportunity, the criteria, the likely competition and the evidence your firm can put forward. If we think there is a serious gap between what the client wants and what you can credibly offer, we’ll say so. The decision to bid remains yours.
