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A two-part strategy for writing great proposal introductions

If you can write a great proposal introduction, you can write a great proposal. The opposite is also true.

If you write a bad proposal introduction, you’ll probably also have a poorly written proposal. Unfortunately most of the proposal introductions I review are in bad shape. They don’t reflect the customer’s perspective or say anything that matters to the customer.

Proposals often make common mistakes like saying the company is “pleased to submit” the proposal, stating universal truths, or making (often grandiose) unsubstantiated claims. Or they introduce the company submitting the proposal and describe themselves instead of saying what the customer wants to hear. They talk around what matters as if they have to get warmed up before writing with substance.


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