How do Horizon 2020(H2020) evaluators read proposals? What are the pitfalls that make H2020evaluators subtract points? This report sheds light on several of those pertinent and often unresolved questions that proposers ask themselves when writing proposals for H2020. The Danish Agency for Science & Higher Education, the EU Office at the University of Copenhagen and the Research Support Office at Aarhus University all have a common and strong interest in providing the best possible support for H2020proposers. The three partners, on a daily basis, answer questions on how best to present ideas and how best to convince the deciding evaluators to fund projects. This report is an effort to refine and supplement advice in this field with new insights that are both quantitatively and qualitatively based, and that is, so to speak, coming “directly from the horse’s mouth”, that is, from the evaluators themselves.