Composing an effective client proposal in digital marketing is a combination of art and science.

It’s about demonstrating your expertise and delivering marketing solutions in a manner that speaks to the client’s requirements.

But it’s just as important to know what to omit as it is to know what to include. 

Freelancers and agency owners, this post will cover three key components that can weaken your proposal and should be avoided at all costs.

What is a Client Proposal?

A client or business proposal is a formal document prepared by companies and sent to potential clients to secure a business deal or contract with another company. The document outlines the company’s products or services, the solutions it provides, and the value it offers.

3 Things We Never Put in a Client’s Proposal

1. Unrealistic promises 

Including an unrealistic promise in a client proposal slowly chips away at trust and damages reputation.

Therefore, at DMi Agency, we avoid including anything that is unattainable, too difficult, or takes too long to achieve.

We specify what is achievable to prevent disappointment, mistrust, and harm to our relationship.

We only promise realistic results and deadlines, and we do not exaggerate the benefits of our services, such as “guarantee you’ll get 50,000 followers in 30 days.”

Tips to Avoid Unrealistic Promises in a Client Proposal 

• Have a deep understanding of your clients’ needs

What do our clients want to hear? What outcome is our client expecting from our partnership? What are our clients’ challenges? Are their goals achievable? 

Ask these questions and provide a clear answer to determine if you can proceed or end the contract at this junction.

At DMi Agency, we ask critical questions at this stage to obtain clarity and better understand our clients.

• Anchor yourself in sincerity

You have to be honest and transparent about what you can deliver, such as the timeframe to reach your objectives, providing clear and concise information about your services, and fulfilling all promises you make.

This will build your brand credibility, and such a client can become a brand ambassador, sharing positive word of mouth about your services with friends, family, and colleagues.

• Know your limits

Understand what you can achieve and what you cannot to avoid overpromising. Don’t include in a client proposal anything beyond your capacity; evaluate your skills and those of your team to know your true capabilities.

2. Irrelevant Information 

We found that adding unnecessary information or talking negatively about our competitors will only make us look unprofessional, distract clients from the main idea, and make it hard for clients to comprehend.

Like Maslow’s hierarchy of needs, we start from the most important to the least important.

Tips to Avoid Irrelevant Information in a Client Proposal.

• Base your information on the value you intend to deliver: Avoid cluttering your proposals with unrelated details, and focus mainly on the value you can provide.

• Write in clear and concise language: When writing a business proposal, avoid using excessive jargon and opt for simple language that your clients can easily understand. Also, be attentive to grammar; use straightforward terms and minimize ambiguous words.

• Provide evidence: support your claims with testimonials, relevant data, facts, and any other proof that backs up the solutions in the proposal.

3. Unclear Objective/Generic Copy and Paste Content

Set SMART goals (specific, measurable, achievable, relevant, time-bound).

A well and clearly stated objective is the foundation of any project.

A client proposal can lead to confusion without a clear goal or when using a copy-and-paste format.

At our agency, we strive to avoid stating what is unnecessary or using a one-size-fits-all approach for all our clients.

Tip to Avoid Unclear Objective/Generic Copy and Paste Content 

• Ask questions for clarity: The little things matter, so ask essential questions to avoid missing vital details on the project.

• Use strategic frameworks: Apply specific tools like the “Job-to-be-Done” (JTBD), which helps companies understand the outcomes their clients want to achieve, identify what matters most to clients, and create products or services that meet those needs.

• Regular check-ins: Scheduling meetings with the client to assess progress and ensure everyone is aligned.

FAQs

Why should I avoid generic templates in proposals?

Generic templates can make your proposal seem impersonal and irrelevant to the client’s needs. Tailoring your proposal shows you’ve invested time in understanding their challenges.

How can overly technical jargon affect my proposal?

Technical jargon can alienate clients who aren’t familiar with industry-specific terms. Clear and concise language ensures your message is understood and appreciated.

What are the risks of making unrealistic promises?

Unrealistic promises can damage your credibility and lead to unmet expectations. It’s better to set achievable goals and deliver on them than to overpromise and underdeliver.

What’s the best way to explain technical details without losing the client?

Use analogies or simplified explanations to convey complex ideas. If technical details are necessary, consider adding a glossary or appendix for reference without overwhelming the main proposal.

How do I set realistic expectations in a proposal?

Base your promises on past performance, industry benchmarks, or pilot results. Be transparent about potential challenges and how you plan to address them.

Can I still showcase my expertise without using jargon?

Absolutely! Focus on outcomes, results, and the value you bring. Use clear examples and success stories to demonstrate your expertise without alienating the client with technical language.

What should I do if a client requests specific technical details upfront?

Provide enough detail to address their concerns, but consider offering an executive summary for a high-level overview. You can also suggest a follow-up discussion for deeper technical dives.

How can I ensure my proposal stands out while avoiding generic content?

Incorporate visuals like charts or infographics to highlight key points. Tailor your language and examples to reflect the client’s industry or specific pain points.

Bottom Line

Your client proposal can either make you lose or secure a business contract. You present yourself as a considerate and trustworthy partner by avoiding generic templates, excessively technical jargon, and unrealistic promises. Remember that the objective is to connect with the client and show how your solution fits their requirements.