How to write a marketing proposal and win new business

How to write a marketing proposal and win new business

Every day you prepare marketing promotion proposals, and every day it seems you get one ‘no’ after another. Even if you win a client, sometimes it is not your ideal client that you’d love to work with. So it’s likely that you’re thinking, in desperation, “How long can this continue? What am I doing wrong?”

Here’s the scary part: a lousy marketing proposal is worse than no proposal at all. You dedicate your skills and efforts into them, but the results do not justify your endeavors. What could be more frustrating?

At the same time, we all know that it’s not possible to get by in business without a competitive marketing proposal. Your rivals would like nothing more than to reach out to the same companies faster than you. Pareto rule applies here: 80% of marketers want to win 20% of businesses, so you should be ready to face fierce competition regardless of the niche you operate in.

We don’t need to explain to you how marketing helps sales; it is highly likely you understand the need of writing the best possible proposal every time you need a new client. That’s why we’d love to explain how to write a marketing proposal that wins.

5 common mistakes marketers make while writing a proposal for marketing services

First of all, let’s figure out the possible reasons why your proposals don’t do so well. Here are several mistakes you should avoid:

1. Focusing on your own needs instead of your client’s ones

Clients are interested in your achievements, credentials and years of experience, but this shouldn’t be the main part of the proposal. This information adds more credibility but tells nothing about the value you can bring to the client. Therefore don’t make the mistake of other marketers and start detailing their own demands and forgetting the needs of the client.

2. Chaotic structure and no talking points

Sudden jumps from one topic to another, scattered questions, and the absence of logical sequence won’t impress anybody. Even if you follow your talking points, but their statement is much to be desired, the client might not understand the message your proposal is conveying.

3. An abundance of irrelevant details or vagueness

Your ideal customer will have zero tolerance for details that aren’t relevant to the pain they are looking to solve. This logic also applies to unfounded ideas throughout the proposal.

4. Poor presentation of your marketing plan

When creating a marketing plan for your proposal, it is important to use a clear language. The main objective is to present all the points in the way that will suit everybody. Don`t use too many details or facts, focus on the key moments.

5. Spending too much time on “inventing” a new template

Even though each proposal should be customized to the needs of the particular client, you don’t need to reinvent the wheel every time you sit down. Imagine how many hours you could save if you create one master template?

How to improve your marketing campaign proposal: 5 solutions

It’s time to right the wrongs and harvest accepted offers. So let’s fire away:

1. Make your proposal more client-oriented.

Let your client know that you can handle their needs. Here you will want to detail past successful projects similar to theirs to prove your value. Remember, the entire proposal should revolve around the client and his/her needs, so provide only relevant information and make it straight to the point.

2. Adhere to a consistent structure

The basic structure includes:

  • Problem statement

The primary goal of this part is to show the client that you understand the problem they are looking to address.

  • Proposed solution

Write a list of recommendations and tie each to a benefit which the client will receive should they choose your business.

  • Pricing information

Include your price for each kind of work and clarify all the details involving your pricing structure and how you arrived at the pricing you provided.

3. Keep it concise

Even though your letter or email is a serious business proposal, don’t use jargon and avoid a very formal tone. Your client is a human, after all. That’s why it is better to reach out to him/her in a friendly manner describing your teamwork in plain terms. It’s also important to keep the proposal as short as possible so that the client won’t be bored by long copy.

4. List your objectives and expectations

5. Create the proposal with software

The last of our marketing proposal ideas is to use specific software that speeds up a process of creation and allows you partly automate tasks connected with the marketing documents. With the help of proposal software, you can create a one-size-fits-all marketing proposal template (not a proposal itself, only a template) and use it every time you need it.

Use PandaDoc for marketing and advertising

PandaDoc is one of the best marketing proposal software on the market for creating marketing proposals. You can draft, send, and eSign documents anywhere you are. Take advantage of the advanced analytics to monitor which proposals perform better than others.

We are interested in your success as much as you are, so we designed several features to make your sales process less intimidating. Watch this video and find out how to work with proposals using PandaDoc.

Enjoy and close more deals!

Alex Lamachenka

Alex Lamachenka Sr DemandGen Manager at PandaDoc

Alex is the Sr. Demand Generation Manager (formerly) at PandaDoc who handles content and crowd marketing. His background covers sales, project management, and design. In his free time, you can find him traveling, hiking or tasting local foods.

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