Over the years we have created proposals and reviewed proposals ranging from the detailed know-it-all to the simplistic show-stoppers in a span of industries including marketing to sales. There are some great resources for writing award winning marketing proposals from start to finish such as the Million Dollar Consulting Toolkit by Alan Weiss.
Here is a high-level overview of where to begin your marketing proposal to earn your client’s business.
1) Summary and Bottom Line
Countless times we have prepared our pitch, our presentation, rehearsed it in front of friends and family, made our revisions and then arrived to our proposal presentation to have the client ask “what is the price and what is the return I will see?” before we even had the opportunity to build rapport.
The most crucial part of your marketing proposal, that must be clear and to the point, is what are the objectives you are going to accomplish, what is the value the client will see from achieving these objectives, what does the project cost and what is the payment schedule.
2) Enough Detail to Show and Demonstrate You Were Listening
Now that you have your foundation it’s time to build your frame work. This will consist of the project overview (possibly even highlights or bullet points of the project), how the results of the project will be measured, the time frame and schedule of milestones, options for execution and involvement, and next steps clearly stated for the client to accept the project.
3) The Unique Benefits You Bring to the Project
After you’ve proven to your client through your proposal that you are skilled, credible and trust worthy do not forget to include the aspects of the project that you uniquely bring. Not only do you have to show you’re amazingly creative and have unique ideas but prove that your ideas will work based on experience or historic results in the industry.
From this high-level overview you must 1) build your foundation, 2) set your frame work, and 3) create curb appeal.