How do you communicate the value of your product or service in a proposal?

1 Understand your audience

Before you start writing, you need to research and analyze your audience. Who are they? What are their goals, challenges, preferences, and expectations? How do they make decisions? What are their criteria for evaluating proposals? How can you tailor your message to their specific situation and needs? By understanding your audience, you can align your proposal with their interests and motivations, and address their questions and concerns.

2 Define your value proposition

Your value proposition is the core of your proposal. It is the statement that summarizes how your product or service solves your audience's problem or meets their need, and what benefits and outcomes they can expect from working with you. Your value proposition should be clear, concise, and specific. It should answer the questions: What do you offer? How is it different from other options? Why should your audience choose you? To craft a strong value proposition, you need to identify your unique selling points, highlight your competitive advantages, and quantify your value.

3 Structure your proposal

Your proposal should have a logical and persuasive structure that guides your audience through your value proposition. It's common to begin with an executive summary, which is a brief overview of your proposal highlighting your value proposition, key benefits, and main recommendations. Then, include an introduction that introduces the audience, their problem or need, and your understanding of their situation and goals. After that, provide a solution section with a detailed description of your product or service, how it works, and how it addresses the audience's problem or need. This section should also include features, benefits, evidence, and testimonials that support your value proposition. Following this should be an implementation plan of action outlining how you will deliver your product or service, what resources and timelines are involved, and what risks and challenges you anticipate and how you will mitigate them. Additionally, include a pricing breakdown of the costs and fees associated with your product or service, as well as how they compare to other options. Finally, conclude with a summary of your proposal that reinforces your value proposition, key benefits, and main recommendations while calling the audience to action.

4 Write with clarity and impact

Your proposal should be written in a clear, concise, and professional language that reflects your audience's tone and style. You should avoid jargon, acronyms, and technical terms that might confuse or alienate your audience. You should also use active voice, short sentences, and simple words that convey your message with impact. To make your proposal more engaging and persuasive, you should use storytelling techniques, such as anecdotes, examples, and scenarios, that illustrate your value proposition and benefits. You should also use visual aids, such as charts, graphs, and images, that enhance your message and make it easier to understand.

5 Proofread and edit your proposal

Before you submit your proposal, you should proofread and edit it carefully. You should check for spelling, grammar, punctuation, and formatting errors that might undermine your credibility and professionalism. You should also review your content and structure, and make sure that your proposal is coherent, consistent, and complete. You should eliminate any irrelevant or redundant information, and ensure that your proposal is focused on your value proposition and your audience's needs. You should also ask for feedback from someone else, preferably someone who represents or knows your audience, and incorporate their suggestions and comments.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?