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Proposal writing best practices
With the right tools and some best practices, anyone can create a persuasive and compelling proposal.
L et’s face it, proposal writing is hard. Tight deadlines, multiple authors, vague requirements – it’s enough to make even the most experienced writer overwhelmed. And for technical staff or marketers new to writing proposals, the task can feel impossible. But with the right tools and some best practices, anyone can create a persuasive and compelling proposal.
Julia DeFrances
Here are some proposal writing best practices: 1. Know your audience. The most important person in any proposal pursuit is the client. They are the ones who decide whether you get the project, and they are the ones you are trying to impress. Before you start working on a proposal, you should think about your audience, what they value most, and how that will impact your content. When you understand who your client is and what is important, you will be able to create more impactful writing. 2. Show don’t tell. One of the ways you can demonstrate your understanding of a client and project is to back up claims with specific
examples and past successes. Don’t rely on buzzwords or statements of fact to prove your qualifications. If your client has a limited budget, it’s not enough to say, “We have experience working within tight budget constraints.” Give examples of past projects and explain how that experience will translate directly to the client’s proposed project. 3. Spend time where it counts. Time is one of the most important resources in our industry – and one of the rarest. That’s why you need to learn how to prioritize your time. Think about how the proposal will be judged and what’s going to make or break your submission. When you’re low
See JULIA DEFRANCES, page 4
THE ZWEIG LETTER MAY 9, 2022, ISSUE 1440
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