how to use correct format in proposal

8/17/2019 How to Use Correct Format in Proposal

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The Right Format for an Easy-to-SignProposalChoosing the right writing format for a business propo sal can be quite

challenging. You have to get it right the first time, so it can be understandably

nerve-wracking to try to put together a cohesive business proposal that is also

in the correct format for optimal readability. Writing a business proposal isfurther complicated by the fact that it is an exercise not only in writing, but

also in editing, layout, and design – as well as a fully-involved sales process,

on top of it all!

The format you choos e can grea tly affe ct how your re ader int er prets yo ur

proposal. This means that you will want to give great consideration to all the

elements of your proposal’s format before tendering it to your prospective

customer.

Your business depends on the effectiveness of your proposals, so the last

thing you want is to let bad format choices get in the way. Fortunately, there

are some best practices you can keep in mind when it comes to choosing a

winning writing format.

WHAT IS A BUSINESS PROPOSAL THE RIGHT FORMAT FOR PROPOSALS PROPOSAL BEST PRACTICES Searchearch

Todd Spear

July 30, 2013

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We have discussed writing winning proposals quite a bit around these parts

(to say the least!), covering various aspects of planning and proposal writing at

length. So this month, I thought we would take the business of writing to a

discussion on a deeper level, exploring the nuts and bolts of choosing the

right form and style to win, again and again. While further exploring much of

what we’ve already perused in older posts, we’re honing in on some of the

make-or-break elements of business writing.

Here’s what we’ll cover:

Implementing a sales-friendly format in proposal writing

Layout and design format considerations

Writing format for business proposals

Implementing a sales-friendly format inproposal writing

We’ve talked about it extensively before, but it’s always worth repeating that a

business proposal is a sales tool before . With that in mind as you begin

writing, your proposal should adhere to the steps in the sales process. Every

sales interaction has distinct greeting, qualifying, offering, and closing phases,

and you likely already know that your proposal should generally follow those

steps from start to finish.

CATEGORIES

Interviews

Tracking Proposals andMeasuring Success

After Sending

How to Write a Proposal

Sales 101

Business Proposals: Gett ingStarted

Features and Updates

Client Tales

Recipe Box

Proposal Templates andSamples

General

Partner Apps

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The Wikipedia entry for “proposal (business)” says the following:

Business proposals are often a key step in the complex sales process—i.e.,

whenever a buyer considers more than price in a purchase.

While that is true, we here at the Quote Roller HQ have a slightly different

take on the way a proposal relates to sales. We prefer to think that business

proposals should follow a writing format that mirrors the well-established

selling format, in addition to fitting within the “complex sales process” overall.

In this way, the business proposal writing both fits into your sales process, and

mirrors it .

You can put the sales process to work in writing your proposal, right down to

the sections of the proposal itself.

Consider the following as you plan your proposal writing:

First section: Greeting

Second section: Qualifying

Third section: Offering

Fourth section: Closing

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Take a look at one of our sample proposals and you’re likely to notice that it

contains a separate section that addresses each part of the sales process –

even if it doesn’t appear to do so obviously, at first glance. A winning proposal

follows a writing format that compartmentalizes each step of the sales

process.

There’s nothing to be afraid of when it comes to choosing the sequence of

the sections in your proposal writing. If you know sales, you automatically

know the basic format for writing a winning business proposal. It’s easy to

keep your proposal on-track, just by following the well-established sales

format in your proposal writing.

GIVE THE READER A CHANCE TO RESPOND

One thing you’ll want to do differently from most real-world sales processes is

to offer the customer an opportunity to respond directly to your business on

every page, and thus at every step in the sales process. Whether you opt for

a contact form, a simple hyper-linked button (connected to your email), or

allow them to annotate right there in your Quote Roller web-based proposal,

you want to give the reader the ability to ask a question on each page of your

proposal.

Think of landing pages on modern websites – there’s a way to get in contactwith the business on every page. Your business will benefit from adhering to

the same format in your proposal writing efforts, since the same logic applies

in any text-based sales process in the digital space. There is also support for

the idea that, in general, more landing pages equate to more sales .

The pages of your

proposal are not inbound

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landing pages, but there

are certain corollaries,

especially when it comes

to offering contact buttons

in-page. When you offer a

contact point on every page of your proposal, you open up your proposal to

more chances to be accepted. This keeps the sales process involved in the

proposal interactive, allowing for two-way communication.

Layout and design considerations

Speaking of free proposal templates , please note that we’ve got more than

35 sector-specific templates to help you get started in the right direction

when crafting proposals. If you check out our samples, you’ll start to see a

few trends emerge. While our various templates do not follow a rigid format

— wedding planning is very different from construction, web design quite

different from cleaning services – they all have a lot in common, while

adapting to suit various specific types of businesses.

Here are a few key points to consider during proposal writing:

10 -12 point fonts are used (plus larger headings)

Funky or non-standard fonts are avoided (if you decide to send it the oldschool Word doc way, imagine if your client can’t read it at all because theydon’t have that font?)

Sub-heading are bolded

Each page has its own sub-title

Of course, do note that Quote Roller can automate all the textual formatting

for you, allowing you to focus on the actual sales message in your writing. It’s

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like with your C.V./resume. Have you ever opened it on different computers

and you get irritated that the formatting you spent so much time on looks like

a disaster? If you send it as an online doc or PDF, it doesn’t distort. You want

the same thing for your business proposals.

MAKE YOUR PROPOSAL DYNAMIC & MEMORABLE WITH

MULTIMEDIA FORMATTING

Proposal writing should follow a document-like design format, but that does

not mean that you cannot dress up your proposals, so long as you do so

tastefully .

One of the great things about writing and sharing proposals in a digital format

is that you can incorporate mixed media, like video and HTML, in interesting

and engaging ways. While it’s tempting to turn your proposal into amultimedia extravaganza, a little restraint is probably the best recipe for

success.

If you would like to integrate mixed media into your proposal, keep the

following in mind:

Media should be supported by text

Media elements should be limited to one per section of the proposalIf your first page is a letter, don’t use any media

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Mixed media can really fix up a drab proposal, but you don’t want to ignore

the time-honored usefulness of images. Images are a great way to convey an

idea succinctly in a proposal. Here are some design considerations for use in

business proposals:

Support images with captions (ideally, action captions )

Choose images that are memorable – humans use visuals to help themremember

Favor relevant graphs and flowcharts over generic images (as in clip art)

If you use a third-party infographic, as we all do these days, be sure to givecredit where credit is due – cite your sources

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If you work in some sort of creative field, use images or video wisely toshow off your work (A photo really says more than a thousand words of boring proposal text.)

If you work in any type of service, a video testimonial from a satisfiedcustomer is a good way to offer your company credibility

And if you sell a something — especially a pretty one — feel free tointegrate the photos in with your pricing catalog

No matter what type of media you opt to add to your proposal, you want to

make sure it both supports and is supported by the message you are trying to

convey to your audience and the best way to do that is with thoughtful

formatting.

Writing format for business proposals

We’ve touched on the topic of the sales writing format, itself, in the past, buthere are a few detailed ideas to help take your proposal writing to the next

level. Since every aspect of writing the proposal matters, right down to the

tone and verbiage used in writing the proposal, you’ll want to make sure

you’re using a winning format when you write your next business proposal.

KEEP IT CONCISE

KISS is the writer’s code: Keep It

Simple, Stupid. A business

proposal is not place for long-

form prose. Concision trumps all

when it comes to writing

business proposals. For me, the

“bible” of writing in a sales-



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friendly format has always been

Claude C. Hopkins’ Scientific

Advertising , though there are

many other great resources out

there that tell much the same

story.

In short, as any great copy writer would tell you, writings intended to sell – or

in our world, to get a deal signed – should be free from superfluous language

and should speak directly to the actions you would like the customer to take.

The best format for your proposal, as Hopkins and others will tell you, is a

simple one which is able to be understood by as many readers as possible.

Here are some of the compositional formatting elements that work in

business proposal writing:

Use simple sentences as much as possible (Trust us, the long, run-onsdon’t make you sound as clever as you think!)

Use clear language, avoiding allusions and figures of speech

Use short paragraphs, usually no more than three sentences

In addition to working well for sales, concise writing has the additional benefit

of being easier on the reader’s eyes , which is always a plus, as it guaranteesthey will keep on reading.

ELIMINATE ALL PLATITUDES

One of the many great takeaways from Scientific Advertising is the need to

reduce word count by eliminating ineffectual adjectives from your writing.

One of my favorite passages in Hopkins’ book comes at the start of chapter

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seven, “Be Specific”:

“Platitudes and generalities roll off the human understanding like water from

a duck. They leave no impression whatever. To say, ‘Best in the world,’

‘Lowest price in existence,’ etc. are at best simply claiming the expected. But

superlatives of that sort are usually damaging. They suggest looseness of

expression, a tendency to exaggerate, a careless truth. They lead readers to

discount all the statements that you make.”

The biggest problem with the use of platitudes in the context of a sales

writing format, as Hopkins alludes to above, is that they compromise the

element of trust needed in business relationships . When a reader reaches a

platitude, he or she begins to doubt what is being read, and that can spell

disaster in a business proposal. You have to work hard to gain and retain trust

in your proposal writing, don’t let platitudes destroy the trust you’ve worked

so hard to earn.

CHOOSE THE RIGHT (GRAMMATICAL) PERSON

One of the first choices you have to make when it comes to writing a

business proposal is that of grammatical person. Sorry to take you back to

composition class, but proposal writers should be aware that the concept of

grammatical person is described as “the relationship between the speaker

and other participants.” The rules of grammatical person help you to be able

to choose the appropriate personal pronoun in a given sentence. As you can

imagine, grammatical person is very important in writing a business proposal.

Grammatical person has an effect on the overall tone of a piece of writing.

The use of first and second grammatical person throughout a piece of writing

sets a conversational tone, which may very well be appropriate in some

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situations. Likewise, use of the third person tends to impart a formal tone for

the reader (the use of third person is often even called “formal style” as a

result). An objective, or third person, writing style is appropriate in many

business settings.

So how do you decide what format is appropriate to use in writing your

proposal? That depends loosely on a few factors, including the type of

business you are conducting and who your recipient is. Here are a few

pointers.

Reasons to use the first/second-person format:

Your business is just one person (such as a freelancer), not a team of people

Your recipient is a single-person business

If a conversational tone fits your business’ overall strategy/culture/ethos

If your services offered are person-to-person (such as care giving, physicaltherapy, etc.)

You have an established relationship with your recipient, even if anorganization

Reasons to use third-person format:

If the recipient is a government organization

If the recipient is a corporation, non-profit, or other large organization



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If you operate in one of the many business-to-business fields whereformality is generally expected

If you do not have an established relationship with the recipient (even if it is just one person)

You may also find a reason to switch between grammatical persons within

your proposal writing. For example, if you choose to include a cover letter or

personal statement as the introductory page, you might use first/secondperson throughout that page, but switch to the third person objective style for

the remaining pages in the proposal.

As a caveat to choosing the right grammatical person overall, note that the

rules for personal pronouns also help readers understand when a person is

being referred to versus when a business entity is being referenced. Many

business proposal writers make rampant mistakes when referring to

organizations.

For example, “Microsoft” is always gender neutral ( it/its ), whereas “Bill Gates”

always adopts the masculine personal pronouns ( he, his, him ) and can

function in pluralities of people ( we/us/our/they/them/theirs ). Any person can

potentially constitute the addressee of the second person ( you/yours ). This is

a detail that will greatly improve the overall readability of your proposal.

KEEP YOUR EYES ( AND THEIRS ) ON THE PRIZE

Okay, grammar lesson over, back to business.

You may be tempted to throw everything and the kitchen sink into your

proposal writing efforts, but the best advice is to keep the readers focused on

the ultimate prize of winning the bid .



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PRODUCT CLIENTS ABOUT RESOURCES LEGAL

It's not going toshare itself:

The foremost proposal writing tip that I have to offer is: keep it in a neat, clear

format. If you overload the proposal with anything, be it writing, images, or

media, you run the risk of having it read like a hot mess , for lack of a better

term.

Your proposal is meant to cause an “actionable outcome” (as is popular to say

these days), so it should follow a format that is shaped around resulting in abuying action. If your proposal assumes a format that keeps your offer clear,

its benefit to the prospect, and makes it easy to be awarded, you’ve done

your job. Impart all the singularity of purpose you can to your proposal writing

and you will win more bids.

ARE YOU WRITING IN THE RIGHT FORMAT?

Writing anything can be an arduous process. Half the battle is found inunderstanding the format you need to be working in. When it comes to

proposal writing, following a sales format is the first step. Compound that

sales format to a clear, concise, and grammatically correct writing format, and

you will have a recipe for success.

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how to use correct format in proposal

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