First, start with a well-designed proposal cover to capture your prospect's attention. Next, include an introduction, cover letter, or executive summary to explain to your potential clients why they should pick you over the competition. Then include a breakdown of your marketing campaign, project, or strategic plan with a scope of services section to show how you will tackle your potential client's issues. Finally, be sure to include the all-important pricing, terms, and sign-off section to close the deal.