The Four Critical Elements of Every Proposal I Write
Here’s a look at the four elements that I credit for my high proposal acceptance rate.
1. A Clear Understanding of the Client’s Needs
Right up front, usually on the second page after the logistics (like dates, location, number of participants), I reflect back what I heard in my initial conversation with the client.
This isn’t a sales pitch – it’s confirmation.
I use their words where I can, ensuring they feel heard and understood.
Sometimes, I’ve had clients tell me, “Oh, that’s not quite what we meant,” and I’m grateful for the chance to clarify before the work begins.
Tip: Misunderstandings are one of the biggest reasons things fall apart. Start by demonstrating that you’re aligned from the get-go.
2. Articulating the Difference You’ll Make
Next, I explicitly describe the difference I will make.
After all, why would someone invest in your services if there’s no clear transformation?
I describe what the outcomes will look, sound, and feel like.
For example, I might write:
“My practical training workshops will be designed to inspire, equip, and empower your staff.”
These powerful words are chosen deliberately.
I then align the program design, content, and delivery with those outcomes. That is to say, everything I say and do is filtered through the lens of the difference I have articulated for my client.
Each client is different, so the ‘difference’ I describe varies accordingly – but it’s always clear and intentional.
3. My Philosophical Framework (aka My Approach)
This is where I distinguish myself.
I explain *how* I do what I do. I even wrote a book about it – and I sometimes include it with my proposals.
But you don’t need a book.
What you do need is a clearly defined methodology. I usually describe five principles that underpin all my work:
- Using the right activity at the right time
- Sequencing and flow
- Honouring choice (no one is forced to participate)
- Encouraging reflection (because without reflection, there is no learning)
- Making it fun—but not just for laughs. Fun should nourish the soul
And underpinning it all: every person should leave feeling seen, heard, and valued.
4. Investment (and a Risk-Free Guarantee)
Every client wants to know the bottom line.
On the last page of my proposals, I present:
- A brief summary of who I am
- The investment (yes, I use the word “investment” instead of “cost”)
- A risk-free guarantee
For example, here is exactly what I wrote in a recent proposal:
“My fees are always based on your needs, the level of expertise I bring, and are always risk-free. That is, you’ll either love the program I design and deliver—or you don’t pay.”
That’s right. You don’t pay.
Now, no one has ever taken me up on that guarantee (thankfully) – and this is not surprising because I plan to exceed my client’s expectations every time.
But just including it gives your client confidence, especially if the decision-maker isn’t the one paying the invoice.
Many years ago, in another life, I was on a panel evaluating the credentials of advertising agencies to handle a new product launch. Mark, I wish those agencies had been aware of your four critical requirements for a successful proposal. Out of the twelve we interviewed only two showed any understanding whatever of our needs. We were a large provider of products for industrial markets, and one agency after another bored us senseless as they projected endless TV commercials for consumer products. And only one explained their philosophy in relation to advertising and communication, and how they would apply it to our markets . This company went into some detail about their strategic thinking and creative approach, in a light hearted discussion which, importantly, involved the audience. In other words, they ticked all the boxes embraced by your four points – interpreting needs, outlining points of difference, promoting business philosophies and creating a positive fun environment. This is a very valuable and excellently presented video. Congratulations Playmeo.
Thank you so much for your detailed response Graham, it is much appreciated, especially so because it comes from an experienced viewpoint.