The formula for a killer proposal 1st February, 2017

An illuming proposal gets the client instantly engaged. It is a direct reflection on the company. A proposal speaks louder than the initial conversation with a client, if the proposal looks amateur, it completely kills the vibe. The proposal is just as, if not more, important than the first call to a potential sponsor.

In the sales process, once you’ve had a great conversation, inevitably the prospect will ask for a proposal. This will be shared internally, with decision makers, CEO’s, Managing Directors and without your input. So, imagine if it’s rushed, unclear or amateur, it will kill all opportunities, even if you had a great conversation initially.

There are two key areas of a great proposal that should work harmoniously together; Content and Design


The content should be clear and to the point and seen as a solution for a brand, it is very important to do the research into a brand before you start the content. Tailoring to individual brands help personalise the proposal and will resonate well with them.

 1 Be concise

Be clear and straight to the point, keep the text to a minimum to make it easier to have quick impact.

2 Focus on the Sponsor

The focus should always be with the brand, and how it can impact them. Do your research, consider their objectives and programmes and outlines these.

3 Tailor

Tailor the proposal to each individual brand to show how sponsorship can maximize potential and increase value to their business. This is the most important element, show how to achieve their business objectives.


The visual elements create the overall impression to the sponsor, and are just as important as the content itself. The design of the proposal needs to be strong and stimulating, what we see influences the way we perceive information. The content should be complemented by the design.

The two key elements for professional design is to be easy to read and highlight key information. There are four design tools to use when designing a proposal, these can be learned even if you don’t regard yourself as a designer:

 1 The use of Infographics

Visual representations such as Infographics allow data to be easily and quickly presented. Think of social media reach, demographics, media exposure figures, these are all perfect for infographics.

 2 Contrast

Using contrasting colours or shapes creates more impact. Use bold images to complement the text.

3 Repetition 

By repeating colours and shapes, you create consistency throughout. Utilise brand guidelines if you have these, if not, get creative!

4 Alignment

Making sure text and images are aligned creating an easy flow

5 Proximity

This is making sure text and images are well spaced on a layout. Use hierarchy to highlight more important information.

A proposal showcases a solution, by combining concise text that centres around the brand with stimulating imagery, you create a killer proposal. This could be the difference of securing the sponsor and not.