There are a lot of RFPs (request for proposals) out there at the moment as companies put contracts up for tender as part of their belt tightening.

We have been very busy helping our clients win by making their proposal docs look sharp and standout. If you’re new to the RFP game, here is the key content your proposal should cover, in this order…

1. Contact Information:
This should be both your own and that of the client you are pitching to. Key email and phone contacts are vital.

2. Summary:
A brief outline of what’s to come. This is the part where you state what is to follow in a quick overview. This is like pitching your movie to the Hollywood producers: keep it short, snappy and make them want to keep reading! Remember: this document is your first and best impression.

3. Background or Business Overview:
Not about you, about them. This is what you know about the client you’re pitching to. Most importantly this is where you get a chance to show the client you’ve done your homework. You can present facts and figures as to where they are currently positioned in the market. Make sure you get this part right as it can just as easily show a lack of understanding if you don’t do enough research.

4. Target Market:
This section identifies the population that is the focus of your efforts. Here you can talk about demographics, social trends, psychological motivators and other phrases that make you look smart. Obviously, this is more for clients involved in fields like communications.

5. Goals:
Let your client know that you know what their objectives are. The point of the RFP will be for you to show how you can help this prospective client achieve a goal or a set of goals. These should be carefully laid out and be very specific.

6. Strategies/Deliverables:
Now you can tell the client how you are going to achieve these goals. This is the area for you to highlight exactly what deliverables they can expect from you if you win the pitch. Again, be very specific.

7. Reporting:
This describes to your client the tools that will be used to review the work you have completed whilst it is in progress. Common examples are regular email updates or weekly review meetings.

8. Budget and Scope:
This section shows the costs for your project, and should show what isn’t included just as much as what is. For example, in our business we tell the client that a design will cost X amount of dollars including a certain number of changes. After that we have to amend the quote.

9. Evaluation of Results:
Here’s where you show that you’re so confident in what you have proposed, that you want it to be judged. Outlining a method for evaluating the results of your work once it is completed shows that you aren’t afraid of critique and that you believe in what you have proposed.

10. Ownership of Intellectual Property:
Again, this section isn’t for all RFP’s. For example software developers need to state who will own the copyright to the content they will produce if their pitch is successful. The same would apply to writers, designers, photographers etc.

11. Call to Action:
Here’s where you tell the client what to do next. Close your proposal with some kind of call to action, and behave as if you are going to win the pitch. Suggest a timeline and show them how easy it is going to be for them. This is the closer and it is vital.

12. Template, Design, and Professional Editing:
While this last item is cosmetic, it carries great importance, and this is where we have been helping so many of our clients. The information has to be easy to read, easy to find, and be bold, simple, and striking. There’s no point pitching half-heartedly – if you want to win, you have to use the right tools.

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