I’ve worked on many proposals and executive summaries for industries as diverse as oil & gas and green products. I’m always impressed by the amount of information offered–and depressed by the problems.
Problems That Undermine Proposals
Two problems stand out in imperfect proposals.
The writers are so close to the product (or service) and so enthusiastic that they no longer see the proposal through the customers’ eyes. Belief in your product or service is an excellent trait and should inform any proposal. However, you yourself wouldn’t make a purchase based solely on someone else’s enthusiasms; neither will your customers. They don’t want a sales pitch; they want you to solve their problem.
Because multiple writers are assigned to a proposal, it doesn’t hang together and important information is either left out or repeated so often that it becomes annoying. Proposals take teamwork, but at some point one person should be assigned to ensure consistency, clarity, and conciseness throughout the proposal.
Characteristics of the Perfect Proposal
Your potential customer has a specific issue that you need to resolve. The perfect proposal assures the customer that you understand the problem and have a solution–one that the customer can understand quickly in easily understood terms. The perfect proposal:
- Identifies the problem or mission of the customer.
- Explains (in everyday words) how your particular product or service resolves the problem.
- Focuses initially on the benefits, not the features, of the product or service.
- Differentiates the product or service to ease the customer’s process of choosing.
- Delivers the message clearly and efficiently, keeping overall length (including attachments and links) to a minimum.
- Gives clear contact information, including a specific person’s name, so that the customer doesn’t have to plow through your entire company directory for someone familiar enough with the product/service to answer questions.
At TWP Marketing & Technical Communication, we have over 25 years of experience writing proposals that give customers the information they want in words that clearly differentiate the product and service while exciting the customer’s interest. We can do the same for your proposals. Contact us today.
You have only a few seconds to grab a reader’s attention. That makes your opening sentence very important. A great opening sentence focuses on:
- What your customers want: Give top priority to the features and benefits your customers want most. Suppose you’ve created a brand new frozen chili. If customers long for better tasting chili, emphasize the features (quick freezing, organic rice, fresh spices) that contribute to better taste. But omit information on the medical properties of chili peppers unless your customers expect and want that information. Address the needs of different customers in different sections of your marketing material. For example, you may want one website page on Great Tasting Recipes and another on Chili Peppers and Your Health.
- What your product or service delivers best: Give top priority to the benefits and features that you deliver best. If your chili tastes better because you cook it slowly, the words “slow cooked” belong in your opening statement.
- What your competition does best and worst: If every chili maker in the world slow cooks chili, that feature probably doesn’t belong in your opening sentence. If no one else cooks with fresh spices, that feature deserves a top mention. If your competitors cook with fresh spices, but don’t say so? Claim that feature yourself. Your competition’s weaknesses reveal areas where customers aren’t being served or believe they aren’t being served. That’s where your product or service commands the market.
- What type of document you’re writing: In a news release (for example), customers expect to learn what you’ve achieved recently. If you start with a long history of chili, customers stop reading before they find out about your accomplishment. In the executive summary of a proposal, customers want to know that you’ve heard and addressed their specific concerns. Your opening sentence must suit the document.
Create a decision box where you list the most important features and benefits of your product or service. Rank them by how closely they meet the criteria above: giving customers what they want; representing something you are good at; filling a real or perceived gap in the marketplace; and matching the goals of the document. The feature/benefit with the highest score should help frame your opening sentence.
TWP Marketing & Technical Communications knows the value of a great opening sentence. Contact us today.