“Develop a sales proposition that is sensible to the head, while compelling to the heart.”
This was guidance I discovered while working on a recent proposal, and while my inner author craves the smoothness of the phrase, my practical writer wonders how on earth you actually meet that specification. I think that the answer is this:
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Develop your answers in a logical way, using facts and figures to emphasise salient points.
- Be attuned to your target’s industry and problems – using examples of how your proposal fits in their solution space.
- Be prepared to shape your boilerplate to fit their answers – or better yet, use your intimate product knowledge to craft an answer from scratch.
Or, you can just treat it as a nicely worded phrase, and move on with the proposal.
