How to Write Marketing Project Proposals

I used to struggle with getting my tech projects approved until I learned to present their benefits as an irresistible offer. 𝗪𝗵𝘆 𝗺𝘂𝘀𝘁 𝘆𝗼𝘂 𝗾𝘂𝗮𝗻𝘁𝗶𝗳𝘆 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗷𝗲𝗰𝘁 𝗿𝗲𝗾𝘂𝗲𝘀𝘁𝘀? - 𝗚𝗲𝘁 𝗔𝗵𝗲𝗮𝗱: Using data means you're 23 times more likely to get customers, 6 times as likely to retain them, 19 times as likely to be deliver a profitable result. (McKinsey) - 𝗠𝗼𝗿𝗲 𝗪𝗶𝗻𝘀: Top teams - who finish >80% of their projects on time, on budget, and meeting original goals - are 2.5 times more likely to use quantitative management techniques. (PMI) - 𝗕𝗼𝗼𝘀𝘁 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲: Clear numbers and ROI make 60% of stakeholders more confident, leading to faster approvals and more robust support throughout the project lifecycle. (Gartner) What steps are you taking to demonstrate the value of your tech project? I've got a 5-step plan that'll make your project impossible to refuse. 𝟭. 𝗣𝗶𝗻𝗽𝗼𝗶𝗻𝘁 𝗬𝗼𝘂𝗿 𝗩𝗮𝗹𝘂𝗲 𝗗𝗿𝗶𝘃𝗲𝗿𝘀 📌 What makes your project shine? List every benefit. Increased revenue? Cost savings? Improved efficiency? Group these gems into clear categories. 𝟮. 𝗚𝗮𝘁𝗵𝗲𝗿 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗘𝘃𝗶𝗱𝗲𝗻𝗰𝗲 🔍 Collect data that will make your pitch rock-solid. Internal reports, market trends, industry benchmarks - get it all. Relevant, fresh data is your best friend. 𝟯. 𝗖𝗿𝘂𝗻𝗰𝗵 𝘁𝗵𝗲 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 🧮 Time to flex those analytical muscles. ROI, NPV, payback period - calculate it all. Solid financials turn skeptics into believers. 𝟰. 𝗔𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗲 𝗮𝗻𝗱 𝗔𝗱𝗱𝗿𝗲𝘀𝘀 𝗥𝗶𝘀𝗸𝘀 🛡️ Every great plan needs a reality check. What could derail your project? List potential risks. Then, craft strategies to neutralize each one. 𝟱. 𝗣𝗿𝗲𝘀𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗣𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗣𝗼𝘄𝗲𝗿 💼 Package your project in a compelling presentation. Use clear visuals and concise explanations. Make it so convincing, they'll wonder how they ever lived without it. 𝙒𝙝𝙮 𝙩𝙝𝙞𝙨 𝙢𝙚𝙩𝙝𝙤𝙙 𝙬𝙤𝙧𝙠𝙨: - It transforms your tech vision into a business essential. - It shows you've considered every angle and potential hurdle. - It gives decision-makers the hard data they need. In the world of project approvals, vague ideas are like trying to pay with Monopoly money. But a well-prepared, data-driven proposal is gold. What's your top tip for creating an irresistible project proposal? Share your wisdom below!

How I landed a new client with a killer proposal: When I first started freelancing, I had no idea that I had to send out proposals. Let alone what a proposal entailed. Now I’m landing clients thanks to loads of research and doing courses like Eman Ismail’s Like a Boss. A proposal is all about creating a document that sells you. If you’re winging it (like I was) or relying on your natural charm, let me save you some time (and potential lost clients). 𝟭. 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗹𝗶𝗸𝗲 𝗮 𝘀𝗮𝗹𝗲𝘀 𝗽𝗮𝗴𝗲 You’re not just listing services. You’re selling yourself and addressing every potential objection before it even comes up. Think of it as your highlight reel: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗣𝗔𝗦𝗢 𝗙𝗼𝗿𝗺𝘂𝗹𝗮: • 𝗣𝗮𝗶𝗻: What’s the client struggling with? • 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻: Why does it matter? • 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: How you’ll fix it. • 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: What success looks like. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: • Introduction (brief but punchy: who are you and why should they care?) • Project scope (clear deliverables = no future headaches) • Your process (show them you’ve got a plan) • Client expectations (set boundaries kindly, but firmly) • Timeline (when you’ll deliver, and when they need to deliver their part) • Pricing and options (tiers and upsells. Make it hard for them to say no) • Guarantees (if you offer one, flaunt it) • Next steps (e.g., “Sign here, pay the invoice, and we’re off!”) 𝟮. 𝗔𝗹𝘄𝗮𝘆𝘀 𝘄𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 Even if you’ve already had a great chat with the client, write the proposal assuming they’ll forward it to someone who knows nothing about you. This keeps it simple, clear, and persuasive for any decision-maker. • Sprinkle in testimonials or a mini case study for credibility. • Offer 2-3 pricing tiers so their options are between you, you, and you. • Build a reusable template you can tweak for future proposals. Efficiency is your friend. 𝟯. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 A good proposal doesn’t just sell, it also creates urgency. Keep the momentum going with these steps: • 𝗦𝗲𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝗮𝗿𝗹𝘆: Tell your prospect when they’ll receive the proposal and stick to it. • 𝗔𝗱𝗱 𝗮𝗻 𝗲𝘅𝗽𝗶𝗿𝘆 𝗱𝗮𝘁𝗲: I recommend 7 days. Mention it in the proposal and your follow-ups. Urgency drives action. • 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: As the expiry date nears, send polite but confident reminders, such as: “Hey, just a heads-up, this offer expires in two days!” • 𝗝𝘂𝗺𝗽 𝗼𝗻 𝗮 𝗰𝗮𝗹𝗹: Clarify any in-depth questions on a call to avoid playing email tag. A killer proposal is part strategy, part psychology, and part presentation. Once you nail all three, you’ll be landing the kind of clients you’re actually excited to work with. 

Ever been handed a vague project like "We need better personas" and a crazy deadline? A simple framework can turn that chaos into clear action: The key? Start with the END GOAL in mind and work backwards. This is because only when you’re clear on the outcome can you create a process that’s realistic, effective, and aligned with business goals. Let’s break it down with the example: "We need better personas." 🎯 Step 1: Define the end goal Ask: Why do we need better personas? What’s the real business metric we’re trying to move? Example: Increase win rates by 9% over the next 6 months. In this case, it’s clear the project isn’t just about creating personas, it’s about using those personas to sharpen messaging and drive more sales. 🎯 Step 2: Align stakeholders & set milestones Before jumping into deliverables, align with key stakeholders. Ensure everyone agrees on the goals, timelines, and success metrics. Kickoff meeting: Confirm the end goal, scope, and key deliverables. Milestone check-ins: Schedule  updates to ensure alignment and course-correct if needed. 🎯 Step 3: Get specific on deliverables If the focus is on increasing win rates, what’s needed beyond just personas? - > Persona profiles: Core buyer personas, pain points, triggers, buying journey maps, and content preferences. - > Messaging guide: Value propositions, key messaging themes with proof points, objection handling, and specific talking points. - > Sales enablement toolkit: Persona-specific pitch decks, talk tracks, one-pagers, FAQs, and objection-handling guides. 🎯 Step 4: Gather data Given the timeline and goals, what’s realistic for research? Examples could be: - > Deploy a customer survey to 200 customers to refine and segment personas. - > Analyze 10 closed sales deals within ICP. - > Conduct 5 in-depth customer interviews for qualitative insights. 🎯 Step 5: Build, test, and iterate Once stakeholders agree on the research plan and deliverables, start building and validating. - > Develop personas and associated messaging. - > A/B test messaging to validate impact (e.g. using emails) -> Collect sales team feedback on persona usability and messaging effectiveness. Key takeaway: Working backwards forces clarity and also makes it easier for you to counter unrealistic times.  I have been working through this process with dozens of clients to help them get more clarity. I’d love to hear from you! How do you approach vague project requests? #productmarketing #coaching #GTM #productivity #career

I’ve spent years helping B2B companies build and standardize sales messaging. Here’s my model, in five acts. 1️⃣ Define the problem Your prospect called because they have a problem to solve. Help them tell you. ▶ Reflect domain knowledge about the big issues that trigger buying cycles ▶ Land on a clear, simple, mutually agreed statement getting to the heart of the problem 2️⃣ Frame the decision You’re talking to someone trying to understand their options and choose the right one. Help them make sense of what’s in front of them. ▶ Offer your expert perspective on their options, what makes them different, and where your product sits ▶ Be honest about the advantages and disadvantages 3️⃣ Share your unique value Your company or product solves your buyer’s problem in a certain way, which unlocks value that’s hard to get anywhere else. ▶ Tell them what the unique value is ▶ Make it short, sharp, and simple 4️⃣ Break down product capabilities What new abilities do buyers gain from your product? ▶ Tell them what they will do with it that they couldn’t before ▶ It will probably come down to 3-5 short present-tense action statements ▶ Then, reinforce this narrative with your demo 5️⃣ De-risk the decision Prospects are looking for reasons to say no. Take them off the table. This means speaking directly to things like: ▶ Your bona fides ▶ Relevant case studies  ▶ Value relative to cost (i.e., the price and the business case) ▶ How you support the implementation ▶ How you stand by your product ▶ Support after the sale And anything else you need to say to diffuse concerns. After that, you’ll have your obligatory call-to-action/next steps section. But you know all about that already because you’re smart. That’s pretty much it. PS: I am sharing this as a highly distilled, foundational mental model, not a template. You can use it as a framework for writing a deck, developing a sales elevator pitch, or as a jumping-off point for deeper sales messaging and assets. This framework can support a big, lofty narrative as well or a nitty gritty, in-the-weeds approach. Treat it as a springboard, not a Mad Libs exercise.