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Revised May 15, 2006

Writing a proposal

Quite often, business proposals provide a client’s first impression of a

your business. A well written, neatly organized proposal represents your

business as organized and professional. Typically, proposals are written

for one of 2 reasons - responding to a Request for Proposal (RFP) which

asks for a solution to a problem or; you have identified an opportunity to

provide a product or service to satisfy a requirement a potential client may

not even know that they need. This is usually referred to as an Unsolicited

Proposal.

Regardless of the situation, the steps to writing an effective proposal are

the same. Here are some guidelines and tips.

Cover letter

Although the cover letter is generally written after you have finished all the

other components of the proposal, it is the first item seen by the recipient

and it forms your opportunity to gain the reader's trust and support. Your

cover letter should be brief and straightforward, including what you are

submitting. The same letterhead and style should be used as your

company's regular letters.

Take this opportunity to briefly state the main strengths of your bid. The

key unique selling points that differentiate your bid from the competing

bids should be emphasized.

Close your cover letter on a cordial note by adding warmth and a personal

touch to the letter. A good way of achieving the touch is to liberally

sprinkle the letter with "I" and "you". This technique adds personality and

makes a positive and personal connection between your proposal and the

reviewers. This is particularly effective if you have met the reviewers at

some earlier stage.

Have the most senior person possible sign the cover letter, as this shows

the commitment of your company to the proposal.

Title page

The title page is an interesting study in contrast. On the one hand it is

simple and short, yet on the other hand, since it is one of the first

components of your proposal that the readers see, it can be profoundly

persuasive in its ability to form a strong and lasting impression.

The title page has four components: the title, the name of the client or

recipient of the proposal, the name of your company, and the date. Note

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