You've got your proposal in place, you've tweaked and edited it multiple times. After all, it has to be perfect, doesn’t it?
And when it comes to your cover letter, how much time do you spend? Probably a few minutes? You know that your proposal is the project's meat, and the cover letter is just another formality.
Am I right?
Au contraire, that couldn't be further from the truth. People often don't realize that a proposal cover letter is an excellent opportunity to connect with the potential client.
The cover letter is what hooks your client.
The purpose of a proposal is to market a product/service; maybe it's a job you're applying for where you need to market yourself, a business proposal, or funding for your start-up.
Whatever the reason may be, the cover letter should be the conversation starter. It should get your client interested in what you're offering.
The cover letter of the proposal is vital. It sets the stage for what follows. And it may also offer insights on what should be in your proposal and what shouldn't.
The term "proposal cover letter" could get confusing. It may be a little challenging to wrap your mind around the definition of a proposal cover letter.
Here are the two most popular versions:
- A brief cover letter, which serves as a formal introduction to a new client. This letter shows your client that you understand what they're looking for, the pain points, highlight your skills, and why they should choose. It should lure your potential client into checking out the proposal
- A letter which serves as a proposal itself. This is more commonly seen for smaller projects and informal clients.
This article will focus on the former type, and cover the tips and tricks to write a great proposal cover letter.
When it comes to drafting a cover letter, there are three sections: The hook, the reel, and the
When it comes to a proposal cover letter, you need a right hook. And in this case, the hook is your client's interests, so don't make the cover letter all about yourself.
The quicker you get to your client's issue; the better chance your proposal has. And by quick, try to get to their problem within the first two sentences.
How many times has your cover letter started with something like these?
For the past 20 years, we at [company name] have been experts at providing [service]
[Company name] is excited to present this business proposal
We at [company name] have worked with [other clients or companies]
Sound familiar? Don't worry; we've all been guilty of using such hooks in an attempt to attract the client. But more often than not, this resounds self-praise and could get monotonous.
Best case scenario: your competitors are likely stuck in a similar cover-letter loop.
Worst case scenario: your competitors have better ideas causing your cover letter to go unnoticed.
So, let's start with a strong hook. Once you hook your client, you no longer have to worry about going unnoticed.
And the best way to hook them is by using their pressure points.
Do your research and discover the main challenges of the project. Maybe it has to be finished in a certain period, perhaps the budget is limited, or the last project didn't meet their expectations, so this one needs to be better.
After you've discovered their pressure points, take it one step further by offering them a solution. Do this within the first two lines.
Once you hook your client, you can start to brag about yourself. Keep your introduction light and concise, and highlight your strengths.
A right hook for your cover letter may sound something like this:
The attached proposal is in response to redesign your marketing strategy. We understand that as a business goes increasingly digital, digital marketing is an area that cannot be overlooked.
Now that you've hooked the client, it's time to reel them in. And this is where you talk about yourself.
This part is the meat of your proposal cover letter. Go into depth about your client's pain points (identified above) and support your proposed solutions with previous experience.
Here are a few guidelines that you can follow.
First, expand on your hook. If you could not cover all the pressure points and issues in your first two lines, expand it here. This offers you the space you need to explain your ideas and solutions further.
The challenge lies in working with different digital platforms and seeing which one best works for your company. Your CLS need to get accustomed to the new brand image and be confident that your services' quality will remain unchanged. We suggest a revitalized digital marketing strategy that improves brand image and recognition. This initiative includes a user-friendly website, multiple social media handles, and a community forum where customers can offer reviews, suggestions, and help.
Second, keep your points succinct. Start with the problem, give them a glimpse of the solution, and why you're the right choice.
Our process starts with a kick-off meeting between our strategists and the core digital marketing team. When you've decided on a vision for marketing strategy, we'll build multiple wireframe models for you to choose from. We'll integrate your input from the weekly phone meetings as we finalize the final design.
Third, try to identify three problem areas that you can solve or solutions you can offer. If you don't have three points, dig deeper to find another obstacle in the project. If that's not possible, it's okay. Just make sure you've covered all the bases.
We are a modern and up-coming digital marketing team that has extensive experience.
The issue with most cover letters is that they do not have a clear call to action or, as we like to call it, the sinker. Without the call to action, there is no passion for closing the deal.
Look at your last few cover letters. How did you close? What kind of thought are you leaving your client with?
While there's nothing wrong with these closers, there's nothing remarkable about them either.
In this case, you're leaving the decision on your client's hands and hoping for the best.
You’ve opened with a great hook, reeled them in with enticing solutions, and it should be followed by a great end.
So, say bye to boring closers.
Remember the hook you started with, the pressure points, and how you would solve them. Go back to it while closing the deal.
What's the first significant step you're going to take for the client to solve their problem?
End your proposal cover letter with the start of the project. This lets the client know that you're willing to do what it takes to complete the proposed project.
We've prepared this package, especially for you. We know the process of going digital could seem daunting, but we will be with you every step of the way. If you’ve any queries or concerns, we are just a phone call away. We are looking forward to making things happen.
Now, this is your way to hook, reel, and sink your prospect with a great proposal cover letter.
So there you've got it—the best way to formulate a proposal cover letter. Also, make sure that your cover letter emits your brand's voice, tone, and style. It should be just what your client is looking for.
And with the help of the structure given above, you will be able to draft a cover letter that will impress your clients and set you apart from the crowd.