How to Write a Proposal that Lands Copy Clients

At the request of some of the copywriters who have PM'd me for help on getting clients, I've decided to put together a "how to write a winning proposal" report for them.

After all, doing this for over 13 years and having landed well over 1,000 clients in that time, you tend to learn what works and what doesn't.

I've been told by clients, after being hired by them, that they choose me over 10 to 20 other copywriters simply because of my proposal.

So while I finish up that report and fine tune it, I wanted to include a rough idea of the method I use... just in case it will help out any new copywriters here.

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How to write a winning proposal
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I'll start with the assumption that the lead/call/email has already come in
for a quote or some kind of inquiry about your services.

I know as marketers, we're trained to make our writing "all about the other person" but when writing a proposal, you do need to mention your results and proof that you can help the client.

After all, they're after results, particularly an increase in business, sales, conversions, opt ins, etc....

So, after I've had my initial chat/talk with a prospect, I'll either send over
an email or a printed letter, if it's from my ad agency, with the following....

Step 1: Feed back what the client wants.

At the very start of your proposal, make it clear to the prospect that you understand what he/she is looking for.

Heck, you can even say ...

"This is what I understand you're looking for and why it's
important to you"

Or "If I understood your goals correctly."

"I understand your strongest desires for this
project are... I understand you're looking for help to... "

And then you simply feed back what the client shared
with you in regards to what they want.

DON'T go off on some tangent about things that are unrelated, stick with what the client wants, and give that right back to them.

Remember, selling is nothing more than GIVING the prospect what they're motivated to get.

If they say they want _____, then prove you can give them that.

Talk about their wants, needs, goals, problems.... just make it known that you understand their end goals. This ensures that they feel comfortable that you're both on the same page.

Now, my experience has shown that it helps to really talk about and highlight their big problems they're facing... so you can then position yourself as THE solution, and of course, you prove it.

After you feed back what you understand they're looking for... it's time to PROVE you can deliver the goods. Often times, past results are a good indicator of future results.

Not always, but it's something the prospect can look at and think "well, if he got those results on that similar project, maybe he/she can get us those results too"

So after you've fed back the clients' wishes/goals/dreams... immediately position yourself as someone who is uniquely qualified to do this for them.

Here's where you want to flood them with proof , testimonials, case studies, samples, and conversion results/sheer numbers.

Prove that you're the one for the job.

You can say something like...

"I've been a copywriter and marketing consultant
for over ___ years now.

My sales letters have sold over ____ dollars
worth of products and services for my clients in many
different markets.

I have many top selling sales letters.

A letter I wrote is currently #1 on Clickbank.

Another letter I wrote has gotten a 2% conversion
rate to cold traffic. Another letter just produced over $250,000 in sales
for the client in just 4 days.

And of course, you show them the samples, or parts of it.

That's why I'm confident I can help you..."

Then, mention your process and how you work.

"Here's how we'll work together"

Get the prospect literally FEELING that you're the one for the job, that you both will be successful working together.

Here's what I see as a result from us working together...

Paint a picture for your client, showing the success you'll both enjoy. Show them how much money they can make, based on what you've done in the past.

After you've identified the prospect's major objectives, goals, problems, etc...
really try to offer up enough proof where they have no doubt you're the person for the job.

Then, it's time to talk fees... and I always like to position it as an investment.

My 13 years of "in the trenches" experience will give you a higher chance at succeeding with this project. Based on my past results alone, I'm sure I can help you increase your conversions, sales, and profits.

If I help you raise your conversion rate from 1% to 2%... that's a 100% increase in sales! That increase comes without having to pay a dime in additional marketing costs.

A 100% increase in sales could mean tens or hundreds of thousands of extra dollars in profits. Plus, that's a 100% increase in sales month after month after month.

That means every $1 you invest with me could return $2, $5, $8, or more in actual orders and cash generated.

Imagine making just one or two tweaks that raised your conversion rate and sold an extra $10,000 or $20,000 a month in products?

So, set up the mention of your fee so that it seems tiny in comparison to what they can earn.

You want to show that what you offer is valuable, and an investment, and not just an expense. Believe me, most all business owners look at copy as an expense, not an investment.

Then, you tell them how to move forward and proceed.

Literally tell them what they need to do in order to move forward.

So, to recap, find out what they want, and feed that right back to them.

Then, prove that you can do that. And tell them how to move forward.

This same process has helped me land over 1,000 clients in the last 13 years... I hope it helps you land more as well.