Without persuasion or passion, a business proposal cover letter can fall flat. Once you’ve written the first draft, it’s time to make your letter sound more urgent and persuasive. Here’s how to achieve this:

  • Make the letter “you-centered”. Focus on what your business can do for the reader, and what problems could be solved for them.
  • Use action words. Instead of saying that your company has created databases, explain that you “build database solutions”. Keep your words focused on the present tense.
  • Use questions to draw intrigue. Instead of simply stating that you provide a solution, ask your reader a question about their problem. Here’s an example of how to do that: “Have you ever wished you could send signature files in real-time to your clients? Well, now you can,” a document signing company may ask a client in a proposal. Or, if you provide customer service software, you might ask, “Are you looking for a streamlined customer service solution that incorporates social media as well as traditional channels? ”
  • Back up your claims with data or statistics. Did your company increase a client’s sales by 60% over three months? Is there a new study out in your industry that supports your business solutions? Back your letter with facts and figures, and you’ll find it’s relatively easy to pique interest.

Now that we’ve covered the basics of the business proposal template and writing proposal cover letters, it’s time to create a final draft. Make sure you read your letter out loud and ask a colleague to help with proofreading. A second set of eyes can always help catch mistakes that your typical grammar and spelling check will ignore.


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