This Winning Proposal Structure Hits Big

April 5, 2023

It pays to fine-tune your proposals. As soon as I changed my mindset, my winning proposal structure almost doubled my conversion rate. With my free Proposal Blueprint, you have all the tools to do the same.


This is the average conversion rate for a proposal.


Think about it:

That’s almost double the income for the same amount of work spent on writing proposals! 😲

No, … I didn’t need to hunt for more leads.

I just needed to up my proposals game to beef up my bank account.

How did I do that?

Well, for starters, I changed the way I think about proposals. 🤔

See, proposals are so much more than communicating a price (a.k.a. a ‘quote’).

Proposals are an ‘invitation’. The start of a relationship and a way to communicate the value you can bring.

This is important because once a potential client realises your value, your client will not just pick the cheapest quote they receive. They will also consider how you can help them better achieve their goals, and why they get better value for money.


But one proposal is not the same as the next.

It pays to fine-tune the proposal writing game.

A Winning Proposal Structure Makes All The Difference

When you think about it, a good proposal does a few things:

  1. It  establishes your credibility and professionalism. This is important in building trust with your potential clients. 
  2. A good proposal makes it easy for clients to understand what you're offering and why it's valuable.
  3. A good proposal highlights your unique strengths in a way that resonates with your potential client's needs and goals.

And an important factor in getting these messages across is by paying a lot of attention to your winning proposal structure.

Let me explain…

How To Structure A Proposal For The Win

To get your proposal to do what you want it to do, you can’t leave out any of these 6 elements of a proposal.

1 - Identify the Pain-Point

Empathy goes a long way!
Remember how last week, we spoke about the importance of making your proposal about the future client? (If you missed that episode, you can find it here) This is exactly why you need to start with showing you understand the problems, challenges and frustrations your client is facing.

2 - Offer a Tailored Solution

You heard them, AND you have the answer!
Outline your solution to their pain-point and position your service as the ideal solution to their problem. Focus on the benefits of your solution. Picture how it will improve their situation, rather than simply listing the features of your service.

3 - Lay out a Clear Plan

Show them the way!
Give your client a step-by-step plan of how you will deliver your solution. Make it easy for them to understand. A simple 3-5 steps plan will demonstrate the ease of working with you.

4 - Deliver a Transparent Price

Make a proposal, not a quote!
Position your service as an investment, not just a cost. Provide a clear breakdown of your pricing structure and show the value of what you're delivering. Be transparent with your payment terms so that your client feels confident in investing in your solution.

5 - Establish Your Credibility

ONLY THEN… you talk about yourself.
Only in the 5th step of your winning proposal structure should you introduce yourself/your business and show why you are the ideal service provider for their needs. Showcase your expertise and past successes to build trust and show that you have what it takes to solve their problem.

6 - Provide a Clear Call to Action <H3>
Give your client a clear and actionable next step to take to work with you. Make it easy for them to say ‘Yes’ by providing clear instructions and a sense of urgency to act.

Some Final Tips To Create A Winning Proposal Structure

1. Make the proposal about helping your client. I can’t stress this enough. The order in which I listed the 6 elements of a proposal above is very intentional. Step 1 to 4 speak about the client first, and only then does it bring up YOU and YOUR credentials. Get them hooked first, then establish your authority. 

2. DON’T skip a clear call to action: What good is a winning proposal structure if the potential client is left to wonder what to they are expected to do next? This call to action may be signing a contract, setting up a call to discuss further, or providing feedback on the proposal, depend on your specific sales process. Just don't assume your potential client knows what to do next.

3. Make it as easy as possible for your potential client to find the information they need in the shortest amount of time. 

  • Include headings, bullet points, and images to break up text. 
  • Provide a clear visual hierarchy.  
  • Use clear and concise language.

When I changed my mindset about proposals, I knew it would make an impact. I never would have guessed how much! So, don't underestimate the power of a well-structured proposal and the impact it can have on your bottom line.

Take some time to refine your proposal. Give yourself a 90 days runway and re-evaluate every 90 days. Check what clients respond to. The language, the visual aspect, etc.

By following these tips and creating a winning proposal structure that works for you and your clients, you can set yourself apart from the competition and win more business.

My FREE Irresistible Proposal Blueprint

But to make it very easy for you, I created a FREE ‘Irresistible Proposal Blueprint’. It’s a proven 6-part formula that will help you create winning proposals that drive business growth and attract more clients.

To put your hands on it, head over to

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