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Writing an effective business proposal has the potential to lay the foundation for a long-term business relationship, but it can be a challenge to write. You have to make sure you present an honest and convincing proposal without making it look like just another sales pitch. Once you know what makes a winning proposal, however, the whole process becomes less intimidating and more efficient.
The following proven strategies will help you write an effective proposal.
Write Clearly and Concisely
It's common in business writing, and in business proposals especially, to use jargon, excessive verbiage, and run-on sentences to show how smart you are. Don't do it. A clear and concise message is more persuasive than a rambling, overly complex or overinflated one. Plan a logical flow of information, beginning and ending each section with a strong statement that reiterates your value proposition. Highlight your key points, correct paragraph and sentence structure, and remove the fluff and jargon. Make it easy for decision-makers to evaluate your proposal and make an informed decision.
Present a Compelling Argument
Proposals are, at the core, sales documents. Here, you present your company in the best light, ensuring that the prospective client will find the value you offer irresistible. How do you do that? Think of your proposal as a bridge. Having a compelling argument supported by compelling evidence helps your audience cross over to your side. Thematic headers and creative repetition guide and influence readers as your value proposition echoes throughout your proposal. Addressing the reader's concerns and objectives with honest counter arguments as you go, builds trust. Combined, you take the reader down a path that leads to only one conclusion: hiring you is the best option.
Put Your Personality Into It
Too often, business proposals are devoid of character and individuality. As if they are written by some robot programmed to be flat, boring, and unoffensive. Don't be afraid to show who you are. Get excited about the project and let your personality shine through. Sure, you need to follow business conventions, but let them know you are passionate about their business as well as yours. This level of confidence helps readers visualize a prosperous future with your solution and your team.
Make Wise Use of Graphics
Proposal visuals are important; they aid with navigation, improve reader understanding and reinforce your claims to boost memory retention. Just be careful not to swamp readers with excess which can disrupt their flow. You don't want your graphics distracting them from your main message. Use your graphics to compliment and elevate your text. Select a professional color palette that reflects your brand. Try relevant charts and graphs, infographics and diagrams, as well as images, but avoid overly complex or cluttered visuals. Use a consistent color to draw attention to important information. Consider important layout elements, including relevance and context, as well as white space and color to enhance readability.
Avoid Overselling
If your proposal feels unrealistic your readers will naturally be skeptical. Credibility is lost the moment you cross the line between understandable pride and obnoxious overstatement. This sets a dangerous tone for their evaluation. Once readers think you're not being honest with them, they may begin to doubt your entire proposal and what's to come. Don't exaggerate. Be realistic, acknowledge limitations or potential challenges upfront. This demonstrates a realistic understanding of the project and builds trust.
Avoid Boilerplate Language
Clients can spot boilerplate content a mile away. It may save you time, but an untailored or impersonal proposal sends a dangerous message to your client; you don't care about them or their project. It's a surefire way to lose trust, and contracts. While every proposal surely begins with a mix of some boilerplate and unique content, take the time to tailor and personalize both. Not only does this show you care, it also helps demonstrate your understanding of their situation and goals. So, leverage your boilerplate. Just swap out the original context to speak to this target client. While we're talking about trust; be sure to set aside enough time to triple-check for typos! Why should the client trust you with their project if you're not paying attention to the details?
Always Keep the Evaluator in Mind
When it comes to proposals, remember, you are not selling a product or service. You are offering a solution to a problem. Don't just identify the issue, explain it's significance, and the impact it has on the reader and their business. Don't bury your answer in the third paragraph, forcing readers to play detective. Benefits, not features, showcase your value. Back up your claims with statistics, case studies or quotes to build greater credibility. Above all else, don't begin every paragraph with your company name! Remember, there are humans on the other side of this "transaction."
Writing Tips for a Winning Proposal: Summary
A winning proposal is more than just a sales document; it is an educational and persuasive tool for communicating your value proposition. By focusing on these tips you can engage clients, differentiate yourself, and persuade decision makers - all at the same time.
