Writing Winning Proposals: Effective Guide

Proposals are an essential part of the business world. Whether you are trying to win a contract, or pitch a new idea to a client, writing winning proposals is crucial.

However, crafting an impactful proposal is more than just presenting the facts and figures. It requires creativity, persuasion, and a compelling ending that will leave a lasting impression on your audience. 

A well-crafted proposal can make the difference between success and failure. In this article, we’ll explore the art of writing winning proposals to get the recipients to take the desired action. 

This article is a must-read for anyone looking to take their proposal game to the next level. So, let’s dive in and discover how to make your business proposals unforgettable.

What is a Proposal?

A proposal is a document that points out a solution to a problem or an opportunity. It is typically used in business settings to persuade potential clients, customers, or investors to take a particular action.

Proposals can be short or long, depending on the project’s complexity and the audience’s needs. They often include a detailed description of the proposed solution, the timeline for completion, the expected costs, and any other relevant details.

Before You Begin Writing… 

Before you start writing your proposal, you have to gather essential information to ensure your proposal meets the needs of your audience. 

Some of the critical pieces of information you need to gather include the following:


Determine the purpose of your proposal. Are you trying to win a contract, secure funding, or pitch a new idea? Understanding your goal will help you tailor your proposal to your audience.


Know your audience. Who will be reading your proposal? What are their needs, interests, and pain points? Understanding your audience will help you craft a proposal that speaks directly to their concerns.


Identify the problem or opportunity that your proposal addresses. Clearly articulate the problem and explain why it needs to be solved.


Research a solution to the identified problem. When you begin writing, you’ll need to explain how your solution will address the problem clearly. So gather concrete examples and data to illustrate the effectiveness of your proposed solution.


Consider the timeline for the completion of the project. Be realistic and consider any potential challenges or obstacles that may arise.


Make a detailed breakdown of the costs associated with your proposal. Be transparent and clear about any potential hidden costs or unexpected expenses.

Writing Winning Proposals: Best Practices

Now that you have gathered the essential information, it’s time to start writing your proposal. 

Below are some tips to help you write a proposal that wins over your prospect:

Start with a strong introduction.

It is important to grab your prospect’s attention and clearly articulate the problem you are solving or the opportunity you are taking advantage of. Be concise and clear.

Use a professional format to organize your proposal.

Use a professional format for your proposal. Include a cover page, executive summary, problem statement, proposed solution, methodology, timeline, and budget.

This will help to make your proposal more organized and easy to read.

Customize your proposal

Tailor your proposal to the needs of your specific prospect. Use language and examples that resonate with them and demonstrate your understanding of their unique situation.

Avoid jargon or technical language your prospect may not understand. Instead, use simple, straightforward language that is easy to understand.

Provide evidence

Use data, case studies, or testimonials to support your proposal. This will help to build credibility and persuade your prospect that your proposal is the right solution.

Be specific

Provide specific details about your proposed solution, including how it will be implemented, who will be involved, and the expected outcomes.

Anticipate objections

Address potential objections upfront. This will show your prospect that you have thoroughly thought through the proposal and are prepared to address any potential concerns they may have.

Use visuals

Use graphs, charts, or images to help illustrate your proposal. Using visuals can help make your proposal more engaging and memorable.

Be concise

Keep your proposal concise and to the point. Avoid unnecessary details or information that do not directly support your proposal.

Be realistic

Be realistic about what you can deliver. Avoid making promises that you can’t keep. If your proposal is accepted, deliver on what you promised.


Proofread your proposal carefully for any errors or typos. This will help to ensure that your proposal looks professional and that your prospect takes you seriously.

It’s also helpful to have someone else read your proposal to get a fresh perspective and catch any mistakes you may have missed.

Follow up

After submitting your proposal, follow up with your prospect to ensure they received it and answer any questions they may have.

Consider hiring a professional

If you are struggling to write a winning proposal, consider hiring a professional writer or use an AI Writing Assistant like INK. They can help you craft a proposal tailored to your specific needs and will increase your chances of success.

person typing on laptop computer
Photo by Kenny Eliason on Unsplash

Writing A Winning Proposal Ending

A well-written proposal is only half the battle won. The ending of your proposal is just as important as the content itself. It’s the last thing your potential client or investor will read, and it can make or break your proposal’s success. 

So, how do you write a perfect business proposal ending? 

1. Summarize the Key Points

The first step in writing a business proposal ending is to summarize your proposal’s key points. You want to remind your reader of the problem you’re solving, the benefits of your proposed solution. And any supporting evidence or research you’ve presented. 

Keep this section concise and to the point. Use bullet points or short sentences to emphasize the main points and make them easy to scan.

2. Include the Right Information

Include all the necessary information at the end of your proposal. This may include your contact information, team qualifications, pricing and payment terms, and any relevant legal or regulatory information. 

Providing the right information helps the reader make an informed decision and shows that you’re transparent and trustworthy.

3. Restate the Proposal’s Value Proposition

Next, you want to restate the proposal’s value proposition. This is the unique benefit or advantages your proposal offers to your potential client or investor.

Your value proposition should be clear, compelling, and easy to understand. You want to remind the reader why your proposal is better than your competitors and why they should choose you.

4. Address Any Concerns or Objections

If you anticipate any objections or concerns from your potential client or investor, address them at the end of your proposal. This shows that you’ve thought about their perspective and are ready to address any issues that may arise. Addressing concerns upfront can also build trust and credibility with your reader.

5. Provide a Call to Action

The ending of your proposal should provide a clear call to action (CTA). A CTA is a prompt that tells the reader what to do next.

This could be a request for a follow-up meeting or phone call, a decision on the proposal, or contact information for your team. Make sure your CTA is specific, actionable, and easy to understand.

6. Use a professional tone.

The ending of your proposal should convey professionalism and confidence. Avoid using overly casual language or sounding too salesy. While it’s important to be persuasive, using language that is too casual or salesy can come across as unprofessional or pushy. 

Instead, aim for a tone that is confident, respectful, and focused on the benefits of your proposal. By striking the right balance, you can build trust with your reader and increase the chances of a positive outcome. 

Check for any typos, grammatical errors, or inconsistencies. Ensure your ending aligns with the rest of the proposal’s tone and style. 

Now You Know…

Writing winning proposals is essential for anyone in the business world. By gathering critical information, using clear language, and being concise, you can craft a proposal that persuades your prospect to take action. 

Remember that your proposal represents your best opportunity to make a strong impression on your reader. So take the time to craft one that is both professional and persuasive. 

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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