Maybe it’s time to give your prospects less to think about.
I received this email from a frustrated freelance copywriter:
“When clients ask me for a proposal, I spend at least 3-4 hours working on it. I review their site, run keyword research, make a list of how I can help, etc. The end result is a 15-20 page proposal that looks great. I’m not getting the jobs, and now I’m wondering if I have to add more information? Help!”
If proposals are a part of your business, you understand this woman’s pain. It’s like spending hours to get ready for a date that never shows up. You’re sitting there looking pretty, and find out that your prospect decided to “date” someone else (assuming you hear back from them at all!) Ouch!
Plus, from a business perspective, that’s three to four hours of billable time out the window. ::poof::
The answer? Give your prospects less information packaged in a different way. Here’s how to “dumb down” your proposals and give your prospects what they really want.
Rule #1: Don’t give it away.
It’s common for new freelancers (or anyone new to the proposal process) to blur the lines between “proposal” and “billable work.” Proposal-time is not the time to figure out a strategy, run a bunch of time-consuming research and outline your process. At best, you’ll overwhelm the prospect with your reams of material. At worst, the prospect has no reason to hire you – after all, you’ve already told them exactly what you’d do and how to do it. If a prospect needs strategy in addition to hands-on work, explain that it’s a separate deliverable.
Rule #2: Try to set up a phone chat before you create a proposal.
Email only goes so far – so take the time to set up a quick, 30-minute chat. This gives you the opportunity truly understand the project’s scope before you develop a proposal. Otherwise, you may include services that the customer really doesn’t want. The end result? The client may feel that you “don’t understand their needs” and look elsewhere for a provider.
Rule #3: Ask the prospect what he needs to see (and make sure that you deliver exactly what they ask for.)
I’ve had (many) prospects tell me, “I don’t need anything fancy. Just a short email outlining the deliverables and deadlines is fine.” And that’s exactly what I give them. Be warned: don’t try to out-think your prospect and throw in a bunch of extra stuff that you’re “absolutely sure will seal the deal.” You don’t want your prospect to think, “If she can’t follow directions now, what is she going to be like to work with later?”
Rule #4: Keep it simple and short.
This is a mistake that I made early in my career. I would sit down and create 20+ page proposals until my eyes bled. What I didn’t understand is that I was making my prospects’ eyes bleed as well. Think about how much time you have in your day. If you saw a 20-page proposal waiting for your review, would you hungrily tear into it? Or “accidentally” round file it? Yeah. Me too. Shorter proposals are definitely better.
Rule #5: Don’t forget to include benefit statements.
Your prospect may be sold on why your services are so important. But remember, your proposal may be passed around to multiple team members – and they may not quite understand your brilliance. Don’t forget to clearly outline how your services can help your client boost her bottom line. While you’re including your benefit statements, don’t forget to…
Rule #6: Remind your prospect why they should hire you over your competition.
Don’t lose the sale because you didn’t make your unique sales proposition clear. A quick reminder of your expertise is a smart idea, especially for team members who aren’t familiar with you. You don’t have to send them your extended resume. But a few statements like, “I’ve written for catalogs for over 15 years, and have increased conversion rates 67% or more. I’m confident that I can achieve the same results for your company” can go far.
Rule #7: Try to review your proposal with your client.
It’s tempting to push “send” on your proposal as soon as you finish. However, try scheduling an appointment with your prospect so you can review the proposal together. I learned this trick from Denny Graham (one of my instructors in my Copywriting Business Bootcamp,) and it’s increased my close rates tremendously.
What about you? What are your favorite proposal-writing tips?
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