The lesson
Let the title carry the pitch: a verb in the document's name promises the buyer an outcome before the first page turns.
The move
A white cover with "PHILADELPHIA DELIVERS" in heavy black capitals and, beneath it in a light weight, "Response to the Amazon HQ2 RFP". The footer reads "PHILADELPHIADELIVERS.COM [CONFIDENTIAL]" on the left and "OCTOBER 2017" on the right.
Why it works
- Our readThe bold and light weights split the page into promise and procedure, so the reader gets the claim first.
- Our read"Delivers" speaks to a buyer who cares about execution, and the footer gives a URL that extends the same line.
- Our readLeaving the space between the title and the footer empty makes a short claim feel confident.
What not to copy
Don't copy "Delivers", which is tied to Philadelphia's name and the RFP. Keep a one-verb title and a dedicated URL that carries the same phrase.
