Sometimes, when digital marketers get started, they don’t have a framework for initiating services with a new client. If that applies to you, go ahead and prioritize getting a process in place, so you won’t feel the pressure of coming up with a proposal when the time comes.
If you want to win gigs with clients, you need to impress them. For a formal job interview, you’d wear professional attire, present yourself confidently, share your skills and expertise in a way that makes you stand out, and tell the interviewer why you’re a great fit for their company. Just like you need to make a good first impression in an interview, your proposal serves as an introduction to your business and the services you want to provide. You want to prove that you’ll be the best fit for your client’s company and the unique challenges they face. Sometimes drafting a proposal seems even harder than crushing an interview. You have to boil down your offer and expertise into a few pages, and then invite the potential client to join you.
But is that really it? Just present a plan and hope for the best? I don’t think you have to leave your success to chance. I’ve put together a list of essentials, so you can create a memorable proposal and get clients to hire you.
4 Essentials to Creating a Proposal that Sells
Take these 4 steps to building an impressive proposal every time:
1. Have a Standard Process
There’s no need to come up with an entirely new plan and process for every client’s needs. As you move forward with your digital marketing business, you’ll establish a standard process. You can explain that general process in every proposal, marking the steps you use to create a successful digital marketing strategy.
To help yourself draft proposals efficiently, create a template with all the basic information of your standard plan. Lay out your standard terms and conditions. Then, customize the plan for clients, adding, subtracting, and detailing according to their needs. That way, you can send proposals to potential clients quickly, without spending a bunch of time building a new one from the ground up every time.
2. Create a Customized Vision
Understand the client’s needs! That’s more important than having good ideas or the latest technology. Every client will have their own specific audiences, unique challenges, and goals. Talk about how your services and recommendations will help them achieve what they want to accomplish. Highlight the unique value your agency offers. Explain how you plan to alleviate the client’s pain points. What makes your agency the perfect fit for its specific challenges?
Let the client know their goals matter. Your proposal may aim to sell your services, but it’s really not about you or your agency. Make it about the client, and let them know they’re essential. Outline their goals, address their challenges, and only then explain your solution.
If you want to add some backup to the claims you make with your proposal, provide a brief section of proof of success with case studies. This gives your proposal some weight and lets the client understand the reasons behind your decisions.
3. Use a Conversational Tone
We’ve all experienced our eyes glazing over while some professionals explained a complicated process in terms only the elite understand. And there’s nothing worse than trying to read a boring, technical document. Take note: It’s not the client’s job to understand all the technicalities. That’s why they want to hire someone.
Explain your proposal in layman’s terms. Tell them what they need to know to give assurance that you will handle their marketing needs. Don’t make it too long, but make it detailed enough. Give summaries, and explain what success will look like after your plan is implemented. Don’t make it too complex—business owners and lead contacts don’t want to spend their valuable time trying to figure out a complicated proposal.
4. Walk Through the Proposal with a Video or Chat
We recommend using video tools when presenting a proposal to clients. Our team often uses Loom in cold emailing prospects, but this technique also works for formal project proposals when you’ve already discussed parts of the project with your lead contact. Videos help you create personal proposals that stand out.
You can always use a video chat, like Zoom, and share your screen. But if you have trouble matching schedules, send a Loom video walking through the proposal. Talk through possible objections or potential questions your client may have. Expand on the strategies you use and how you plan to implement them for their company.
With a standard process and customized details, you’ll send personalized proposals that win clients. If you want more tips about creating proposals that stand out, get in touch with us. We’ll help you learn how to build a recession-proof, automated business through our FREE, 15-minute training. Get started and generate at least $8k per month in just weeks.