Note: Today is the final day to get a 30% discount off my Proposal Mastery course. Use the code 'friday30'.
Today I’m sharing a couple of lessons from our Proposal Mastery course.
Most Proposals Are Boring — They Don’t Need To Be
Create a fantastic title page and problem definition
Your proposal’s title page is an opportunity to grab attention and make a strong first impression. Instead of sticking with generic titles like "SEO Strategy for [Client]," aim for something more engaging, specific, and exciting about the results you'll deliver.
For example, titles like "Bringing the [Client] Community to Life" or "Turning [Client] Employees Into Powerful Brand Ambassadors" are clear, memorable, and convey a compelling vision. Pair this with a lively design, a striking image, and a touch of color to make the page stand out—even better if the imagery resonates with the client.
When crafting your problem statement, keep it concise, active, and impactful. Focus on proving to the client you’ve understood their challenge, aligning on the problem, and ensuring clarity for anyone involved in the project.
Make it engaging by structuring it to move from neutral to negative, then end on a positive note with a proposed approach. This not only shows you’ve done your research but also positions your solution as the answer to their most pressing needs. For example, a problem statement might highlight declining participation, back it with a key statistic, and close with an optimistic view of untapped potential.
Structure The Timeline and Fees Properly
See how we create the timeline and structure fees.
Including a timeline in your proposal helps the client clearly understand the project’s flow and deliverables. Use a simple GANTT chart and ensure it aligns with the client’s deadlines by asking about their expectations beforehand. Structure the timeline by deliverables rather than specific dates, labeling weeks (e.g., "Week 1") instead of fixed dates to account for potential delays in project initiation. This approach ensures transparency while managing expectations effectively.
For fees, clarity and simplicity are key. Avoid manipulative pricing tactics like “99” endings and present straightforward options. Use either a blended hourly rate or a fixed-figure rate with clearly differentiated options (e.g., “Launch Strategy” vs. “Launch, Training, and 3-Month Implementation”).
Options not only highlight additional value you can provide but also allow clients to choose higher-value services if they have the budget. Clearly state the currency (e.g., $72,450 USD) and whether fees include expenses and taxes. Avoid over-complicating the page—keep it clean and professional to build trust and minimize confusion.
Learn To Write Better Business Proposals
If you want to learn how to write better business proposals, you can now enrol in my Proposal Mastery course.
The course includes:
Over five hours of content to upgrade your proposal skills.
Access to the templates we use to write proposals for clients.
Interviews with real buyers from large organisations about what they want to see in proposals.
Detailed pre-proposal meeting agendas highlighting what questions to ask.
Clinic sessions - watch me write a real proposal in real-time.
The chance to get feedback on your proposals.
This course includes everything we’ve learned about writing successful proposals for many of the world’s largest organisations over the past fifteen years.
Sign up today to get 30% off, use the code ‘friday30’ at checkout.
You can sign up below.
If you have any questions, email richard@richardmillington.com
I look forward to seeing you on the inside.
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