How to Write a Proposal (2023)


It can be challenging to know how to write a proposal that resonates with clients and is competitive in today’s market. To help you develop this skill, here are 8 tips for writing winning proposals and closing more digital marketing deals.

How to Write a Proposal 1

1. Understand Your Prospect’s Needs

Before learning how to write a proposal, it’s essential to have an in-depth understanding of your prospect’s needs. Take the time to research their business and get to know their objectives, target audience, competitive landscape, and any other relevant information that could help inform your proposal. By taking this extra step you can ensure that your solution is tailored to meet their specific requirements.

To get even greater insights into your prospect’s needs, consider interviewing with them. Ask questions about their pain points and challenges, their desired results and timeline, and their budget. This information can help you create a more competitive proposal that finds the perfect balance between offering value while staying within the client’s financial constraints.

2. Keep It Concise

When it comes to knowing how to write a proposal, less is more. Prospects don’t have time to read through an overly lengthy document and will likely become disinterested if your proposal drags on for too long without getting to the point.

Be sure to avoid fluff and jargon in your writing and stay focused on showcasing how you can meet the client’s specific needs with tangible results. Keep each section concise yet informative by using bullet points or short paragraphs that clearly explain what you can offer them. Your goal should be to provide enough information while still maintaining a high level of readability.

Be sure to follow the page limit specified in your prospect’s RFP. If they ask you to keep it under 10 pages, make sure all of your information is condensed and relevant, so that you don’t end up going over the page limit.

3. Focus On Benefits

When crafting your proposal, be sure to focus on the benefits of working with you rather than listing features or services. Focus on how these advantages will help the client achieve their desired outcomes and results. Highlight any unique selling points that may set you apart from other digital marketing firms they’re considering.

For example, perhaps you have extensive experience in a particular industry or specialize in a specific type of service such as SEO optimization or content creation. These are important details that can be used to demonstrate why choosing your firm would be advantageous for the prospect and should be included in the proposal.

In addition, you want to show your value by emphasizing the cost savings that can be achieved with your services. For example, if you can deliver more efficient results due to a streamlined process or technology solution, make sure this is communicated in the proposal. This could be especially important and impactful for prospects who have limited budgets.

Don’t forget any additional resources or support that you offer such as assistance with analytics tracking or ongoing optimization advice. These added extras can give prospects extra assurance in their decision-making process and should be included in the proposal whenever possible.

4. Provide A Timeline

When putting together a proposal for digital marketing services, it’s important to provide a timeline that details when various tasks and deliverables will be completed. This can help prospects better envision how the project will be managed and make them feel more secure in their decision-making process.

Include an estimated start date along with estimated completion dates for each task or milestone. If you have any internal processes or resources that may impact your timeline, such as needing additional approvals to move forward with certain tasks, make sure they are included in the timeline as well.

Be sure to communicate any potential changes that could affect the timeline before submitting your proposal. This could include changes to the scope of work or budget constraints due to unforeseen circumstances.

By providing a detailed timeline, you can ensure that both parties are on the same page regarding expectations and deadlines. This will help you build trust with your prospects while also setting clear standards as to how the project should progress.

5. Showcase Your Experience and Expertise

In addition to highlighting the benefits that your services can offer a potential client, you also want to showcase your experience and expertise in digital marketing. Include case studies or examples of past projects that have proven successful, as well as any awards or accolades that you may have received.

If you’ve worked with similar clients in the past, make sure to provide references who can attest to the high-quality work that was performed. This is especially important if you are proposing a new or innovative approach to their project.

You can also include personalized touches such as biographies of key team members who will be working on the project and even how long they’ve been with the company. This shows prospects that they’re dealing with an experienced and reliable firm, which can help to build trust and confidence.

Make sure that any testimonials or reviews from past clients are included in the process of learning how to write a proposal. This is a great way to provide social proof of your success and show prospects why they should choose you over other digital marketing firms.

6. Present Alternatives

In some cases, prospects may not be fully satisfied with the initial proposal that you present. To create an even more compelling offer, consider presenting alternative options that could meet their needs and budget.

For example, if you are proposing a large-scale project but they have limited resources, you could suggest a smaller-scale option that can still provide them with the desired results. You could also offer to adjust certain elements of the proposal such as delivery dates or services offered to better accommodate their needs.

By providing different alternatives, you can show prospects that you’re flexible and willing to work with them to find a solution that meets their objectives and fits within their budget. This can go a long way towards building trust and establishing yourself as a reliable partner who is invested in their success.

7. Address Objections

When learning how to write a proposal for digital marketing services, it’s important to anticipate any potential objections that the prospect may have. Addressing possible objections in your proposal can help to alleviate concerns and show prospects that you’re confident in your ability to deliver on their expectations.

Start by listing out all of the potential objections that you can think of. Then, use this list as a guide when crafting your proposal so that you can address each one directly. For example, if cost is an issue, make sure to include different pricing options or explain how certain elements of the project could be scaled back without sacrificing quality.

You should also provide evidence and data that supports any claims or suggestions made in the proposal.

8. Follow Up Regularly

Following up with a prospect after a proposal has been sent is essential to ensure that they are still interested in the project. This can be done through emails, phone calls, or even personal visits (if applicable).

Be sure to check in regularly and provide updates on the progress of the project. If you’re unable to answer any questions or address any concerns that the prospect may have, make sure to direct them to someone who can help. Be as transparent as possible about all aspects of the project and maintain an open line of communication throughout its duration.

By keeping prospects updated, you can demonstrate your commitment to delivering high-quality results and foster trust between both parties. Following up also shows that you value their time and are willing to go the extra mile to ensure their satisfaction.

So, don’t forget to follow up regularly when writing proposals for digital marketing services! It may seem like a small thing, but it can have a big impact on your relationship with prospects and help you turn leads into loyal customers.

Finally, make sure that all of the necessary documentation is included in the proposal such as any contracts or agreements. This will make it easier for prospects to understand exactly what they’re signing up for and ensure that everyone is on the same page. It also demonstrates your professionalism and commitment to providing quality service.

Also, be sure to include contact information for past clients or refer-a-friend offers so that prospects can easily get in touch.


Knowing how to write a proposal starts with emphasising why your digital marketing services are the best choice for the prospect. Remind them of the benefits they will receive by working with you and provide a call-to-action that outlines how they can get started. Be sure to express your appreciation for their consideration and make it clear that you look forward to helping them reach their goals. Finally, thank them once again for taking the time to read through your proposal. By doing so, you demonstrate respect for their time and show that you value their decision.

By following these tips, you’ll be able to craft compelling proposals for digital marketing services that will help you stand out from the competition and land more clients, good luck!

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