The purpose of a proposal is to persuade prospects to become paying clients of your digital agency. This document isn’t the place to take a broad brush and pitch everything your agency offers. If you’ve reached the proposal stage, you’ve likely done that already, particularly when working with larger clients. Instead, proposals are typically used later on in the sales cycle, after you’ve collected information about a prospect’s industry, pain points, and goals. This is where those marketing agency startup costs pay off by converting prospects into customers. When crafting the perfect, persuasive marketing proposal, the aim should be to convince potential clients that investing their marketing budget with your digital agency is a smart move. In practical terms, the proposal is where you lay out the specifics—how your approach adds value and benefits the client more than going with the competition.