http://nusii.com Nobody’s born knowing how to write a great proposal. Invariably we learn through trial and error, which I’m sure you’ll agree isn’t the best way to learn. Every creative professional should understand how to write a winning proposal. So to aid the process we’ve put together: The Ultimate Proposal Cheatsheet and here it is!

1. Beautiful Proposals, Simplified
Deliver simple, beautiful proposals without fighting
software or digging through old files.

2. The Ultimate
PROPOSAL
CHEATSHEET

3. Give it time to breath
Avoid sending a proposal the same day you
write it. You will undoubtedly want to make
changes the next time you read it.

4. Proofread!
Proofread everything at least twice before
sending to your client.

5. Use your own voice
But incorporate language used by your client.
Geek speak and buzzwords are likely to make
your client feel lost and/or stupid.

6. A proposal is a summary
and a promise of
what’s to come
Make sure the proposal is a summary of
everything you have discussed with your client
up to that point.

7. There’s no “I”
in proposal.
A proposal should be about your client.

8. Focus on the Why,
not the How
WHY should this project go ahead?
Not HOW should this project be carried out.

9. Repeat your client’s
problems throughout
the proposal
It will show you have understood their needs and
that you actively listened.

10. Do not sell yourself
as a technician
You solve business problems and can therefore
charge a premium rate.

11. Pricing options are
just that…
Offer a basic, intermediary and premium price
package. The choice then becomes, “How
much do I want to pay?” not “Who do I want
to pay?”

12. Invest time in your
prospects
The more time you spend getting to know a
client and their business, the greater your
chances of closing the deal.

13. A proposal is about a
better tomorrow, not
your skill set
Keep it simple. “Design” should only ever
support the end goal. Your client should be
focused on the content.

14. Ask why, and then
ask again
Make sure you have all the information you
need. Dig deep in those initial meetings.
Ask why, a lot.

15. You need to promise a
better tomorrow
Make it clear that by working with you their
business will be better off.
If you can’t promise a better tomorrow, why
would a client consider you?

16. Simply stand out
Consultants have the unfortunate reputation of
sometimes being flaky. A well researched,
well-written proposal will put you ahead of
the game.

17. Turn interviews on
their head
Make sure you ask the right questions. It’s up to
you to learn why this project is being
undertaken and what it will mean to the client
should you succeed or fail.

18. Proposals are all
about trust
A proposal is not a standalone product.
Without a prior relationship you’ll merely be
playing a numbers game.

19. Things a proposal
should address...
This is what I know about your business
Here’s why the project needs to happen
This is my proposed solution(s), which shows
my understanding of your problem

20. Things a proposal should
address continued…
Why I’m the right person for the job
Tiered pricing options...or not
Added bonus for creating a sense of urgency

21. You can sell small,
then big
Selling to an existing client is infinitely easier
than to a new one. A small sale can be in the
form of an ebook, roadmapping session,
discovery phase or site review. There are options.

22. Don’t be afraid
to up-sell
Tiered pricing is an opportunity to up-sell
a client on services that perhaps they hadn’t
previously considered.

23. Speak as your clients do
Reflect the client’s problem in their own words.
If a client can recognise their own thoughts and
language in a proposal they’ll know you’ve
understood them. This leads to “They get me!”

24. Use sections to aid
clarity
Split your proposals into clear, concise
sections. Clients expect it.

25. Be succinct
Keep stories for your blog.

26. About Us? Nope
It’s OK to include an About Us section, but don’t
be fooled into thinking it is about you. Focus on
your client and their needs.

27. I’m the best!
Focusing on yourself, your talents and technical
capabilities says you haven’t spent enough time
getting to know your client.

28. Who am I?
Tackle the issue of trust and “Who am I”
before getting to a proposal.

29. Solve a problem
Your tools do not define you.
Solve a problem first, then use your tools to
conquer that problem.

30. Be clear!
“Where I live Branding is something that happens
to cows.” - Marcus Blankenship. Be clear and use
language that your client will understand.

31. Simple Pricing
If your pricing is overly complicated you will
lose trust. Keep it simple.

32. Reduce scope before
you drop the price
Don’t cave on pricing. If a client’s budget falls
short, reduce the scope.
Dropping your price for no reason only serves to
undervalue your service.

33. It’s OK to walk away
Be prepared to walk if it’s not going to pan out.
Make a recommendation for someone who can
help your client and say goodbye, amicably.

34. Big companies spend
more money
Too low can be as dangerous as too high.
Big companies want to spend more money.
Someone with money in abundance is more likely
to buy a Mercedes than a Kia.

35. I need to find the money…
Writing the perfect proposal will take your client
from “How can I find this cheaper?” to “What can
I do to (afford) work with this company.”

36. The dot on the “i”
A proposal is a reinforcement of all the
groundwork you’ve put in up to that point.
It’s the dot on the i.

37. Client’s won’t upsell if
you don’t let them
Give your client the option to spend more
money. If you don’t give the option, they won’t.

38. Understand your client’s
real motivations
It’s only by understanding the real motivations of
your client that you can you provide a truly
valuable solution.

39. Your pricing options...
Not matter how many pricing options you give,
don’t let “go elsewhere” be one of them.

40. Get a feel for how it
looks and reads
in your inbox
Before sending a proposal, email it to yourself.
Get a feel for it in your inbox.

41. If it fails, follow up.
Always
If a proposal fails, follow up. Ask why it didn’t
work for your client. It will help you to avoid
similar mistakes in the future.

42. Experiment, experiment,
experiment…
Nothing is set in stone.
Experiment with everything!

43. Win more projects with Nusii.com
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