Writing Proposals - A Guide to Success

Whether you offer a service or sell products, the ability to create a well-crafted and compelling offer can make all the difference in success.

In this guide we give you an overview of the most important points regarding the topic of preparing proposals.

Abstract Illustration of a woman holding a giant feather pen, writing on a huge paper. Books and a glas of ink standing next to her. Here you will find out everything you need to know about writing proposals, from understanding the necessary components, writing tips, ideas for creating templates, as well as information about legal requirements or pitfalls that you need to be aware of when creating them Mastering the art of persuasion.


What types of Proposals are there?


Abstract Illustration of a giant smartphone display, posing as virtual store. Stairs are leading to it, with a sign on the display, saying, we are open. A woman standing next to the entry, pointing to the sign.Proposals come in many forms, each tailored to their specific purpose and sometimes very different in content and structure.

Common forms of proposals include business and project proposals. The format and content of an offer can vary depending on the target group and goal.

These forms of offering can also be divided into categories, for example:


Standard offers

Consisting of a static service package, without individual adjustments or discounts.

Information offers

Also called right price offers. A temporary price or price range is specified, for example with the prefix “from…”.

An exact calculation will only be made as part of the inquiry.

Abstract Illustration of three persons standing in front of a flip chart, talking. One is holding a briefcase, one is holding a clipboard.

Individual offers

These are special offers that are tailored around needs, requirements and special wishes.

Limited and permanent proposals

This category defines the “lifetime” of an offer, i.e. whether it is only valid for a limited period of time or is valid for an unlimited period of time.

Tender proposals

Applicants must adapt their offers to the specific requirements of the advertiser and adhere to the guidelines of the respective industry in the form, transmission and description of the award process.


Understand the structure and content of a Proposal

Abstract Illustration of a giant paper with text on it, a woman sitting on a table in front of the paper, working on a laptop, writing.Now you know a number of types of offers.

However, before you jump straight into the process of writing your first proposal, it's important to understand the key components of a proposal and their role in effectively conveying your message.


The front page of the offer – the flagship

The front page is the first thing readers see when they open the proposal. It should give the reader an overview and tell you directly what your proposal is about.

Make sure that the front page of your offer contains the following components:

  • Title of the offer
  • Your name or the name of your organization,
  • Name of the customer or company to which the offer is addressed.
  • The date and validity of the offer.


The introduction – what is this about?

The introduction sets the stage for your proposal and describes the problem or opportunity it addresses.

It should capture the reader's attention and provide context for the rest of the document.

Abstract Illustration of a giant paper, some text written on it. a man standing next to it holding a giant pen. clock and windo in the background.Reading recommendation: Our blog article “Writing Compelling Proposal Introductions: A Guide” goes into more detail.



Abstract Illustration of a gigantic computer screen with statistics displayed on it. A woman sitting on a table in front of it, working on a laptop, a man standing on a ladder adjusting statistics. a big target with an arrow in it on the top right.

Formulate goals – What the offer enables

Clearly defined goals are also essential for a successful proposal.

Create a separate section in the proposal where you list the customer's problem and explain how the current proposal solves it.


Summary – essential content of the offer

The summary provides a brief overview of the entire proposal and highlights its key points and objectives. It serves as a snapshot of the content and allows the reader to quickly grasp the essential content.


Abstract Illustration of a giant paper, a woman standing next to it, a man holding a giant magnifying glass on the other side.Recommended reading: Our blog article “7 Steps to Creating Compelling Summaries in Your Proposals” shows you how to create summaries that resonate with your customers.


Budget and term – financial framework and value proposition

A clearly defined budget is crucial for getting your offer approved.

In this section, you'll break down the costs associated with the project, such as:

  • Personnel costs
  • Material costs
  • and other expenses.

Here you also define the further framework conditions

The conclusion

Abstract Illustration of a giant display, with a paper floating out of it. A man standing in front, holding a giant star, adding it to the paper.Similar to the summary describing the customer's requirements, the conclusion covers the core points of the proposal and underlines its importance.

It may also include a call-to-action or next steps for further consideration.



Abstract Illustration of a strategy mockup, with a woman standing on the right and a man hlding a giant pen on the left.Reading recommendation: If you would like to learn more about the structure of offers, read our blog article “How to structure proposals for maximum impact – a quick guide in 10 steps”



Tips for writing successful proposals


Abstract Illustration of a woman holding a giant feather pen, writing on a giant paper.Creating a compelling offer requires more than just introducing your product or service.

Here are some tips to help you make your offers successful:


Know your audience

In order to make your proposal effective and successful, it is important to understand the needs, interests and preferences of your target group.

Therefore, always adapt your offer to the needs and wishes of the recipient.

Abstract Illustration of two men shaking hands, giant contract with signature in the back.Recommended reading: In our blog article you will find “5 compelling reasons why personalization is crucial for the success of a proposal."



Define the problem clearly and comprehensibly

Identify the problem or opportunity your offer addresses and articulate its significance.

Providing context and background information helps the reader understand your proposal.

Abstract Illustration of a giant light bulb, gears floating around, inside the gears a woman holding a clipboard, in another gear a man with laptop looking over to the woman.

Formulate your solution approach

Present a clear and actionable solution to the problem at hand. Describe how your proposed project or initiative addresses the identified problems and delivers tangible benefits.


Highlight the benefits

Emphasize the potential benefits and outcomes associated with accepting your offer.

Whether it's greater efficiency, cost savings or improved results:

  •     Communicate the value proposition clearly to your audience.

Abstract Illustration of two men shaking hands in front of a giant computer screen.Reading recommendation: You can find out more about USP in offers in our blog article “Why it is important to highlight unique selling points in proposals”


Always write clearly and concisely

Avoid unnecessary jargon, technical terms, or excessive details that could overwhelm or confuse the reader.

Keep your language simple, appropriate, direct and easy to understand.

Abstract Illustration of a giant paper with statistics on it, a man standing and pointing, another man holding a giant pen, writing on the paper.Recommended reading: Our blog article answers the question: “Why is simplicity so important when creating proposals?”



Proofreading and editing

  • Before finalizing your proposal, review and revise it thoroughly for clarity, consistency, completeness and accuracy.
  • Check for spelling, grammatical, and formatting errors to ensure a polished final product that impresses the reader.

Abstract Illustration of a woman holding a giant feather pen, writing on a giant paper.Recommended reading: "Improve your proposals with these professional writing tips - Creating successful business documents"



Mandatory information in your proposals – What should not be missing under any circumstances.

Abstract Illustration of a giant agreement on a clipboard, a man holding another clipboard on the left, a woman listening to him on the right.
Basic requirements

Proposals must comply with the legal requirements of the industry and the jurisdiction in which they operate.

Failure to comply with these requirements may result in legal consequences and reputational damage.


Mandatory components of a proposal.

The following information is typically included in offers:

  • Contact information
  • Problem statement
  • Suggested solution
  • Summary
  • Budget and financial details
  • Schedule for implementation
  • Evaluation criteria
  • Terms and Conditions


Abstract Illustration of a man in a hot air ballon, with a giant display floating next to it, displaying a list of advantages.Reading recommendation: In our blog article we list “The top 5 features that every offer should have.”



Legal requirements for proposals


Abstract Illustration of three persons standing in front of a flip chart, talking. One is holding a briefcase, one is holding a clipboard.

Compliance

Proposals must comply with relevant laws and regulations, such as consumer protection laws, data protection regulations and anti-discrimination laws.

Compliance shows integrity and professionalism.


Disclosure of Information

Applicants are often required to disclose certain information, such as conflicts of interest, financial disclosures, and past performance.

Full transparency creates trust and credibility.



Intellectual property protection

Offerings may contain proprietary information or intellectual property that must be protected.

Measures such as non-disclosure agreements (NDAs) and copyright notices protect against unauthorized use or disclosure.


Abstract Illustration of a woman standing in front of a giant display with text, holding a giant pen, trying to write on the dispay. Coffee table and plant on the right side.Reading recommendation: If you would like to learn more about the legal requirements for binding offers, read our blog article "How to create binding proposals - A 5-step guide"


Ensuring compliance

Abstract Illustration of a giant clipboard, a giant graph, a target with arrow in the back, a schedule floating on top. A man holding a clipboard standing on the left, a woman pointing standing on the right. In the middle a man holding a giant pen.

Conduct thorough research

Before developing a proposal, it is important to research the relevant laws, regulations and industry standards to ensure compliance.

Ignorance of legal requirements is not a valid excuse for non-compliance.


If necessary, seek legal advice

If you are unsure about specific legal requirements or implications, it is advisable to seek advice from legal experts who specialize in contract law or relevant areas.

Legal expertise can prevent costly mistakes.


Review and revision of offers

Carefully reviewing offers before submission helps identify potential legal issues or omissions.

Revising and refining the proposal will ensure clarity, accuracy and compliance with legal requirements.

Abstract Illustration of a giant ISO 9001 certificate, a man happy standing on the left, a woman holding a book on the right. Reading recommendation: You can find more information on the subject of compliance in our blog article "What are key components to achieve compliance of proposals? 7 ways to success."


Pitfalls and other mistakes to avoid when preparing a Proposal


Abstract Illustration of a man pointing, holding a clipboard, signposts in different directions in the back, gears floating ion the background. When writing proposals, it's important to avoid common pitfalls that can reduce their effectiveness.

Here are some common mistakes to avoid:


Lack of research

Failure to conduct thorough research or collect sufficient data can weaken the credibility of your offer.

Invest time and effort in gathering relevant information to support your arguments and recommendations.


Unclear goals

Vague or ambiguous goals can cause reader confusion about the purpose and intent of your proposal. Therefore, always make sure to be specific and precise when defining your goals in order to avoid misunderstandings.


Budgeting ignored

Failure to create a detailed and realistic budget may raise doubts about the viability and sustainability of your offer.

Pay careful attention to budgeting and financial planning to ensure your offer is financially viable for the reader.


Neglecting proofreading

Ignoring the importance of proofreading and editing may result in errors or inconsistencies that affect the professionalism and credibility of your proposal.

Take the time to carefully review your proposal before submitting it.

Abstract Illustration of two giant speech bubbles, with five persons standing and sitting around them, working on electronic devices.Reading recommendation: Our blog article covers “The 10 most common mistakes when creating a proposal.”



Summary

Abstract Illustration of a giant book, with a person sitting in front of it, working on a laptop.Creating, writing, and optimizing effective proposals is a skill that can open doors to new opportunities and drive the success of various ventures.

By understanding the importance of the important parts of an offer, following best practices when creating it, and avoiding common mistakes, you can create compelling offers that captivate your audience and achieve your goals.

We hope that this article has given you a good insight into the creation of offers.

Are you dealing with the topic of writing proposals and would like to delve deeper into the subject? In our blog you will find a range of information, templates as well as tips and tricks relating to proposal management.


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