How To Write a Proposal Without Sounding Like a Sales Pitch 

As a business owner it can be tough to write a proposal without it coming across like sales copy. You want to put yourself and your company in the best light while at the same time present information in a helpful and useful manner. It’s a fine line to walk. Here are a few tips to help you write a proposal without sounding like a sales pitch.
#1  Create a solid structure to your proposal. Divide it into headings that help separate your topics. For example, delivery, rates and fees, guarantees, project specification and so on. This structure presents a professional image and helps you keep your ideas and points separate and easy to understand.
#2  Go easy on your use of the word “you.”  Used too often “You” can begin to sound a little hypey and sales pitch-like. Yes, you do want your prospect to feel like you’re talking to them and taking their very specific needs into consideration however overuse can start to sound silly. 
#3 Learn everything there is to know about your prospect. Really do your research. Then take what you know and analyze it based on what you can do for them. In a proposal and in sales copy, it is all about problem solving. Stress benefits, not features. If you can increase their ROI, show them how you can increase it - don’t just tell them you can increase it. If you can increase their sales, show them how you can accomplish that. Use real world examples. 
#4  Don’t get all fancy. Skip the jargon, twelve syllable words and complicated sentence structure. Write like you speak, write for clarity and write to be understood. 
#5  Let your prospect know how to proceed and keep it low key. Too much pressure, “I’ll contact you tomorrow” will feel like a sales pitch. However, letting them know how they can contact you and letting them know you’ll touch base with them in a week if you haven’t heard from them is perfectly acceptable.
#6  Write your proposal from a place of genuine honesty. Genuinely want to help them solve their problems and genuinely want to work with them. Your passion and honesty will come through in your writing. 
#7  Be grateful. Every opportunity to write a proposal and to meet new people is a good thing. Even if it doesn’t result in a sale that doesn’t mean you won’t have a working relationship with this person in the future. And it doesn’t mean they won’t refer you to their friends and associates. 
You’re not going to get every sale but if you are genuinely grateful for the experience and the connection, it’s an opportunity. Oh, and don’t forget to thank them for their interest and the opportunity to present a proposal. You’d be surprised how many people forget this common courtesy.

Finally, once you find a proposal structure that works for you and your business, use it as a template for future proposals. The more practice you have writing proposals, the easier they’ll become and the more effective they’ll be.
