I was reminded of how important it is to be specific about the value you are offering a prospective purchaser in a bid or tender submission when I checked into a hotel recently.
Usually hotels have a standard sign in the bathroom asking people to hang-up towels they will use again to help save the planet. I've often been a bit cynical about such messages because I suspect their concern is more about saving money; however in this case the sign boldly stated that "5 towels = 1 tree". It expressed the benefit in measurable terms which is something many claims made in submissions fail to do. So next time you are writing make sure you have plenty of "5 towels = 1 tree" statements to give evaluators evidence that can be measured.