How to write a proposal

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What is a proposal?

A proposal is a plan or suggestion, especially a formal or written one, put forward for consideration by others.

Elements of a Proposal

Summary - A brief executive summary of the business objective, the project, and how you intend to approach it. For big clients, this will be the part of the proposal that sells you and your content marketing services to higher-ups in the decision chain, so make it s persuasive as possible.

Background - Your experience and credentials as they apply to the project. Testimonials from past clients of successful projects are a great selling point here.

Proposed Services - Establish definitive scope to the project. What specifically are you going to do? Are you just writing copy, or are you also consulting on content strategy goals? Is there any research you’ll need to do? Define the specific deliverables.

Requirements - What are all the things you’ll need from the client company? Full list of specifications for sales copy? Any information on audience or brand voice? Conversion rate? Lay out everything you possibly think you’ll need up front.

Pricing - Follow good copywriting practice before you get to the pricing, so that all of your services demonstrate great value and benefit to the client. Pitch your price as a lump sum, if you can, to avoid the psychological weight of a stacking list of fees.

Next Step - This is the Call To Action. Make the next steps to get the ball rolling very easy and clear. Also note that this is not a yes/no proposition; it’s a proposal, and open to negotiation before a final contract is established.

Terms and Conditions - Make sure nothing is ambiguous: pricing schedule, parties involved, etc. Lay it all out as simply as you can.

Types of proposals

1. Grant Proposals - For funding proposals to all levels of government.

2. Business Proposals - For all types of business proposals.

3. Technical Proposals - Research, academic, business and government.

4. Project Proposals - For all types of projects - all sectors.

5. Sales Proposals - For all types of products and services.

Most essentially, your proposal should be focused on your client’s needs and how your business plans to fix them.

No matter how you choose to build your proposal, never lose sight of that goal.

The RFP you receive will have most of the information you need to build a great proposal. Take things step-by-step, and use the opportunity to show your client that your business is the right fit for the job.