Skill: jk-0001/proposal-writing-2 (version 0.1.0)

--- name: proposal-writing description: Write winning proposals and quotes for a solopreneur business. Use when putting together a proposal for a potential client, structuring a sales document, pricing a project scope, or improving proposal win rates. Covers proposal structure, scoping, pricing presentation, objection pre-emption, and the psychology of persuasive proposals. Trigger on "write a proposal", "proposal template", "sales proposal", "quote for client", "how to structure a proposal", "proposal writing", "win more proposals", "client proposal". --- # Proposal Writing ## Overview A proposal is not a quote. A quote is a price list. A proposal is a persuasion document that makes the client feel confident, understood, and excited about working with you — and then makes paying feel like the obvious next step. This playbook builds proposals that win, structured around how buyers actually make decisions. --- ## Step 1: Before You Write Anything — The Discovery Checklist A great proposal is 80% listening and 20% writing. Before drafting, confirm you have answers to every one of these from your discovery conversation: ``` DISCOVERY CHECKLIST ==================== - [ ] What specific problem is the client trying to solve? - [ ] What outcome do they want? (Be specific — not "better results") - [ ] What have they already tried? What didn't work and why? - [ ] What is the cost of NOT solving this? (In time, money, missed opportunity) - [ ] What is their timeline / deadline? Is there urgency? - [ ] Who else is involved in the decision? (Decision-maker vs. influencer) - [ ] Have they worked with anyone like you before? What was that experience? - [ ] What does "success" look like to them in 3 months / 6 months? - [ ] What is their budget range? (Even a rough number helps structure pricing) - [ ] What are their biggest concerns or hesitations about moving forward? ``` **If you can't answer most of these, you don't have enough information to write a strong proposal. Ask for a follow-up call before writing.** --- ## Step 2: Proposal Structure (In This Exact Order) The order matters. Each section builds on the one before it, moving the client from "I feel understood" to "I'm ready to say yes." ### Section 1: Cover Page - Their company name (not yours — make it about them) - Project title (something descriptive and inspiring, not "Proposal for Services") - Date - Your name and logo (small — this is their document) - Optional: a one-line summary of the outcome you'll deliver ### Section 2: Executive Summary (The Most-Read Section) Many clients read ONLY this section. Make it count. Write 3-4 sentences that: 1. Restate THEIR problem back to them (shows you listened) 2. State the outcome you'll deliver (the "after" picture) 3. Give a one-sentence summary of your approach 4. State the investment (price) and timeline **If they read nothing else, this section alone should make them want to say yes.** ### Section 3: Understanding Your Challenge This is where you prove you actually listened during discovery. Restate their problem, their context, and their goals in YOUR words. Do not copy-paste from their brief — reframe it to show understanding. Structure: - **Their current situation** — where they are now - **The pain** — what this situation is costing them (quantify if possible) - **Their goal** — where they want to be - **The gap** — the distance between now and the goal that you'll bridge **This section does more to build trust than anything else in the proposal.** If the client reads this and thinks "they actually get it," you've already won halfway. ### Section 4: Our Approach Explain HOW you'll solve their problem. This is not a feature list — it's a narrative. Walk them through what will happen, step by step, from their perspective. Structure: - **Phase 1:** [What happens first, why, and what the client can expect] - **Phase 2:** [Next step] - **Phase 3:** [Final delivery or ongoing work] For each phase, include: what you do, what they need to do (their involvement), and what the output looks like. **Keep it high-level.** Too much technical detail buries the value. Save the deep details for after they sign. ### Section 5: What You'll Get (Deliverables) A clear, bulleted list of exactly what they receive. This is the "contract" section that clients refer back to. Be specific: - NOT: "Website redesign" - YES: "5-page responsive website (homepage, about, services, blog, contact) with mobile optimization, SEO-optimized page structure, and 2 rounds of revisions" ### Section 6: Investment (Pricing) Put this AFTER the value sections — never lead with price. By the time they get here, they should already understand what they're getting and why it matters. **Pricing presentation rules:** - Present ONE recommended option first (your preferred scope and price). Then offer 1-2 alternatives (a stripped-down version or an expanded version). - Anchor high → recommend middle → offer low. The middle option should be where you want them to land. - Frame price in terms of ROI where possible: "At $X/month, this pays for itself in the first week based on the 5 hours/week you told us you're currently spending on [problem]." - Include what's NOT included (scope boundaries). This prevents scope creep and surprises later. **Pricing option template:** ``` OPTION A — [Name that implies scope, e.g., "Essential"] Includes: [deliverables] Investment: $[amount] Timeline: [weeks] OPTION B — [Recommended ★] — [Name, e.g., "Complete"] Includes: [deliverables — superset of Option A] Investment: $[amount] Timeline: [weeks] OPTION C — [Name, e.g., "Enterprise / Full-Service"] Includes: [deliverables — everything + extras] Investment: $[amount] Timeline: [weeks] ``` ### Section 7: Why Us (Social Proof) Brief. 2-3 bullet points max. This is NOT the place for a long bio. - A relevant case study or result ("Helped [similar company] achieve [specific result] in [timeframe]") - A relevant credential or experience - A testimonial quote (if you have one from a similar client) **Put this AFTER pricing, not before.** It functions as final confidence-building right before the decision, not as a sales pitch. ### Section 8: Next Steps Make it crystal clear what happens if they say yes. Remove ALL friction from the decision. ``` If you'd like to move forward: 1. Reply to this email with "Let's do it" (or sign the attached contract) 2. We'll schedule a kickoff call within [X days] 3. [First deliverable or milestone] will be ready by [date] ``` **Include a deadline or a gentle urgency signal:** "This proposal is valid for 14 days. After that, availability and pricing may change." This is honest (your availability IS limited as a solopreneur) and creates gentle urgency. --- ## Step 3: Proposal Design and Delivery **Format:** PDF. Always. Not a Google Doc link, not a Word doc. A polished PDF signals professionalism. **Design rules:** - Clean, minimal design. White space is your friend. - Use your brand colors and fonts (from brand-identity). - No walls of text. Use short paragraphs, bullet points for deliverables, and clear section headers. - Include a cover image or illustration that's relevant to their industry. **Delivery:** - Send via email with a short, warm cover message (2-3 sentences max). - Walk them through the proposal on a call if possible (talking through it live dramatically increases win rates). - Follow up within 24-48 hours if they haven't responded. --- ## Step 4: Handle Common Objections In Advance A great proposal pre-empts objections so they never need to be raised. Weave these into the relevant sections: | Objection | Pre-emption | |---|---| | "This is too expensive" | Anchor with ROI. Show the cost of NOT acting. Offer a lower-scope option. | | "We need time to think about it" | Add a validity deadline. Offer a call to answer questions. | | "Can you do it cheaper?" | Build in a stripped-down option that's already cheaper. Show what gets cut and why. | | "We don't know if we need this yet" | Section 3 (Understanding Your Challenge) should make the need undeniable. | | "We've had bad experiences with freelancers before" | Section 7 (Why Us) with specific proof of delivery. Offer a milestone-based payment structure. | --- ## Proposal Mistakes to Avoid - Writing a generic proposal and swapping in the client's name. Clients can tell. Every proposal should feel custom-written for them specifically. - Leading with your story or credentials. Lead with THEIR problem. Earn the right to talk about yourself later. - Burying the price. Put it in a clear, dedicated section. Hiding it erodes trust. - Giving only one price. Options create anchoring and give the client a sense of control. - Not following up. The proposal is not the end of the conversation — it's the beginning of the closing conversation.


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