The Brand Proposal Is Set
Steal[/b]
The best way to write a good proposal is to start with a good proposal that’s already been written! Chances are, one, two, or all three will be different from the person who sent you the document. If you find a document that works, adapt it to your own purposes. My proposals borrow from several documents; in my last proposal, I took the best ideas from a few sources and applied them to create this structure:
Background
Situation
Project Specification
Project Pricing and Return on Investment (ROI)
Action Plan
Proposal Acceptance
2. Understand your Target
The most important thing you can do with the introduction to your proposal is demonstrate that you understand the prospect’s needs and wants. This doesn’t take long; usually a quick Google search suffices to provide background information on your client that you can include in your introduction. If your prospective client calls itself “the leader” in its field, it’s probably not a good idea to argue with that claim in your proposal. Instead, acknowledge the claim, but keep your own independent opinion in mind as you work with the client.
3. First the End, Then the Means
Before you dive into the details of how you’ll execute the project, make sure that you clearly state the concrete end goals. This makes it easier for the client to compare your proposal with those of other vendors, and prevents misunderstandings from occurring later on.
4. Use Simple Words
While proposals aren’t high literature, this doesn’t exempt them from the laws of good writing. If you strive to be as clear and concise as possible, take an active rather than passive voice, and use simple language, you’ll make your potential client’s job easier and less aggravating -- both factors that will help push your proposal to the top of the pile. This rule applies regardless of your freelancing activity; even for graphic designers, a well-written proposal (backed up with strong graphical examples) is more likely to sell than a poorly-written one.
5. The Price is Right
Finally, though this may seem obvious, be sure to price your proposal realistically. This is a buyer’s market for services, and it’s essential to price your services in a way that reflects both their value and your competitive landscape.
Here’s where it again pays to develop a good relationship with your potential client. Ask the client what range they’re willing to pay; if it’s too low, you’ll know not to waste your time writing a proposal; if it’s too high (a problem we’d all like to have), this is your cue to present a sound proposal as quickly as possible (before the client talks with one of your competitors!).
By making a significant concession -- allowing the client to judge when we had qualified for our success bonus -- we significantly reduced the client’s risk and made it easy for them to sign the proposal. In practice, we never had any problems with the client trying to cheat us; it was happy just to have results. Most buyers aren’t trying to cheat you; they’re simply afraid that you’ll let them down. Giving up some of your leverage may be the best way to close the deal.
Writing an outstanding proposal won’t guarantee sales. You still need to follow up, court your client, and close the deal. But in this market, submitting a poorly-written proposal will guarantee that you lose the business.
Pointers For Your Next Proposal
If you’re procrastinating over your next proposal, these five pointers should help you get started.
Remember: plagiarism is ok! Take ideas from other documents to create a sound structure that meets the expectations of your prospect. How will you know those expectations? Through research -- you’ll need this in order to show empathy, and flatter your client!
Stating the goals of the project up-front will make it easier for your client to evaluate your proposal, and entice them to keep reading right through to the end. Take care to use clear, concise language, and to ensure your pricing suits the potential client’s budget.
Is a company that provides all these services? We are devoted to finding out the original belief of your brand and searching for the hidden assets in your brand. We will also help the owners better understand how to influence customers and colleagues, passions and preferences so that your company can establish the value of "the prototype of the brand".
Steal[/b]
The best way to write a good proposal is to start with a good proposal that’s already been written! Chances are, one, two, or all three will be different from the person who sent you the document. If you find a document that works, adapt it to your own purposes. My proposals borrow from several documents; in my last proposal, I took the best ideas from a few sources and applied them to create this structure:
Background
Situation
Project Specification
Project Pricing and Return on Investment (ROI)
Action Plan
Proposal Acceptance
2. Understand your Target
The most important thing you can do with the introduction to your proposal is demonstrate that you understand the prospect’s needs and wants. This doesn’t take long; usually a quick Google search suffices to provide background information on your client that you can include in your introduction. If your prospective client calls itself “the leader” in its field, it’s probably not a good idea to argue with that claim in your proposal. Instead, acknowledge the claim, but keep your own independent opinion in mind as you work with the client.
3. First the End, Then the Means
Before you dive into the details of how you’ll execute the project, make sure that you clearly state the concrete end goals. This makes it easier for the client to compare your proposal with those of other vendors, and prevents misunderstandings from occurring later on.
4. Use Simple Words
While proposals aren’t high literature, this doesn’t exempt them from the laws of good writing. If you strive to be as clear and concise as possible, take an active rather than passive voice, and use simple language, you’ll make your potential client’s job easier and less aggravating -- both factors that will help push your proposal to the top of the pile. This rule applies regardless of your freelancing activity; even for graphic designers, a well-written proposal (backed up with strong graphical examples) is more likely to sell than a poorly-written one.
5. The Price is Right
Finally, though this may seem obvious, be sure to price your proposal realistically. This is a buyer’s market for services, and it’s essential to price your services in a way that reflects both their value and your competitive landscape.
Here’s where it again pays to develop a good relationship with your potential client. Ask the client what range they’re willing to pay; if it’s too low, you’ll know not to waste your time writing a proposal; if it’s too high (a problem we’d all like to have), this is your cue to present a sound proposal as quickly as possible (before the client talks with one of your competitors!).
By making a significant concession -- allowing the client to judge when we had qualified for our success bonus -- we significantly reduced the client’s risk and made it easy for them to sign the proposal. In practice, we never had any problems with the client trying to cheat us; it was happy just to have results. Most buyers aren’t trying to cheat you; they’re simply afraid that you’ll let them down. Giving up some of your leverage may be the best way to close the deal.
Writing an outstanding proposal won’t guarantee sales. You still need to follow up, court your client, and close the deal. But in this market, submitting a poorly-written proposal will guarantee that you lose the business.
Pointers For Your Next Proposal
If you’re procrastinating over your next proposal, these five pointers should help you get started.
Remember: plagiarism is ok! Take ideas from other documents to create a sound structure that meets the expectations of your prospect. How will you know those expectations? Through research -- you’ll need this in order to show empathy, and flatter your client!
Stating the goals of the project up-front will make it easier for your client to evaluate your proposal, and entice them to keep reading right through to the end. Take care to use clear, concise language, and to ensure your pricing suits the potential client’s budget.
Is a company that provides all these services? We are devoted to finding out the original belief of your brand and searching for the hidden assets in your brand. We will also help the owners better understand how to influence customers and colleagues, passions and preferences so that your company can establish the value of "the prototype of the brand".