It’s hard to overstate the importance of a good proposal. It’s your foot in the door, and has the power to transform your client list – and therefore your bottom line.

Remember: it’s a problem/solution situation

Someone asks you for a proposal because they have a need that they can’t fulfil themselves – whether that’s a service, a product or a combination of both. By articulating that a) you understand their need, and b) you can fulfil it, you put yourself in the running. Too often, proposals lose sight of this basic purpose. Despite best efforts, they can fail to demonstrate that you’ve grasped the need and are qualified to help. But you’re better than that, so let’s get the job done properly.

I don’t think it’s an exaggeration to say that I have either written, proofed or copyedited well over 100 proposals and pitch decks in my time. I couldn’t begin to estimate their total worth, but it’s easily into the millions of pounds. I’ve seen the ones that bombed, the ones that got through to the pitching stage, and the ones that sealed the deal on a massive new project.

Here are my top tips for drafting a proposal that sets you apart:

1. Meet the criteria and give them what they’re asking for.

Read the instructions carefully, and ask for a call to clarify any areas of confusion over the project brief. If they give you a word count, stick to it. Be very clear on the areas they are asking you to address, and speak directly to them, outlining exactly why you are the firm to solve their problem.

2. It’s about them, not you…

Very early on in the proposal, demonstrate that you understand the problem that they have asked you to help them solve. Show a good understanding of them as a brand – what are their values? What is their strategic direction? Spend time on their website getting to know them and use language that they use – how do they refer to their clients? How do they position themselves in their industry? Consider how you can show empathy towards their situation without being patronising.

3. … but you can still show them what makes you special.

Weave in and reinforce your biggest messages and USPs concisely and naturally (if you don’t know what they are, give us a call). Give the reader enough information to demonstrate your knowledge and expertise, but don’t overdo it. They’ll be checking out your website to find out more about you, so they don’t need to know the unabridged history of your company. Swathes of text, long paragraphs and complex sentences will alienate them. They’ll have a fistful of proposals to read, so they’ll appreciate the ones that are easiest to read and understand.

Shoot for readability and digestibility at all times, and make good use of bullet points, subheadings and a logical flow of information (starting by mapping out the structure will help you stay on track).

4. Be specific with details.

It’s not uncommon for a proposal to come back and bite you on the proverbial. Whether it’s discrepancies with fees, timelines changing, scope creep or a query over the terms and conditions of the project, you need to be sure that your proposal fights your corner should it come to a dispute. Obviously, you’ll contract the work before you get started, but often the proposal is used as the source material for the contract. Set out deliverables really clearly, be explicit about your fee and any other additional expenses, and include a link to your full terms and conditions.

5. Flattery just might get you everywhere.

Remember these people are human beings, too, and everyone likes a pat on the back. Nod to what they’re getting right and highlight areas of good practice that you’ve noticed through your research, but be sincere about it and only praise them if you mean it. This has the added benefit of subtly demonstrating your knowledge – being able to spot good practice within your area of expertise suggests authority and experience.

6. Prove it.

Back up your claims by showing proof of what you can do. Testimonials, reviews, statistics and case studies all add colour, depth and gravitas to your offer.

7. Proofread everything – professionally.

One misspelt name… inconsistencies in formatting… layout mistakes… page number mishaps – they’re all tiny details, but they matter. If you don’t take pride in the quality of your output, how can they trust that you’ll delve into the detail of theirs? It’s not enough to ask someone to ‘cast their eye over it’. If you don’t have professional proofreading services in-house, then outsource it. Proposals can often be written by multiple authors, so make sure the editing process also looks at consistency of tone and house style.

As a final measure, always turn the document into a PDF so that it can’t be edited (and also won’t clog up people’s inboxes as a large file).

Don’t forget to send a friendly follow-up email a week or so later if you haven’t heard anything. (They will be paying attention to your interpersonal skills along the way, too – even if only subconsciously – so make sure you come across as someone they’ll want to work with in all your interactions.)

However you approach it, remember that a proposal is, in its simplest form, a problem/solution situation. Keep that front of mind, and you shouldn’t go far wrong.

We’re here to write, polish and turbocharge your proposals, so if after all your hard work yours is still looking a bit ‘meh’ – and especially if the stakes are really high – get in touch (like the MD of Emapsite did when he needed my support with an investors’ proposal for a £15.75m sale).

Olivia Dunn is Owner & Founder of Profound Copywriting – brand copywriting specialists that harness the power of better, simpler words.