What is the point of a proposal? Well it’s essentially a selling tool – that final chance to impress and show your client just how you’re going to help them. You want to give them every reason to say yes – to you.
It is NOT just an invoice and if you simply provide a breakdown of cost, you’re missing a key opportunity to not only maximize your chance of securing the job, but also to start on the right note; by making a positive impact from day one. This is not only about sales; it’s about service, value, brand and customer experience.
In fact, you want to go even further than this.
You want to wow your clients. Cover every base, show them the value you provide in your proposal is the value you provide in your service. So to help you with the structure of your proposal I’ve produced the following ‘ 6-Point-Plan to Proposal Success ‘ . Feel free to elaborate and adapt to suit your project requirements:
Project name. Begin your proposal with a simple description of the project the client needs written. e.g. Premium Landing Page for New Product Launch.
Communicate your understanding of the project. Reiterate the key objectives concisely and clearly so they know you’re on the same wavelength.
Show don’t tell. Demonstrate how your services will help the client realize their goal. You could suggest some initial ideas, highlight your successes on a similar project, deploy some relevant customer testimonials, or attach an article you’ve published on the topic. Be creative; as long as you’re showing your client that you’re fit for the task in hand it all helps build the pathway to ‘yes’.
Create a concise but detailed project plan in bullet points. List all the things you’re going to do on the project. For instance, if you’re providing writing services don’t just say “write 4,000 words”. Be detailed and explain that you’ll be clarifying the benefits and features, studying source material, researching statistics to add credibility, organizing key marketing messages, developing headline concepts, etc.
List the project fee in one simple line, e.g. “The copywriting fee for this project is $_____.”
Upsell. Your client is likely to have other needs that you provide. Even if those needs aren’t immediate, by showing them what else you can help them with, you are putting yourself in a better position to win that business. You are also adding value to your service.
So there you have it. Be creative, show your clients your true value and convey the passion you have for your work. You’ll likely secure more customers and the ones who do come on board will be more invested in your offering.