Writing Proposals That Win

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

During my time at Qwilr, I’ve seen THOUSANDS of proposals. Here are 4 proposal plays that the best sellers use to close deals: #1 Lead With Problems Start your proposal by articulating your prospects' problems, ideally in their own words. Using quotes from relevant stakeholders within their organisation will grab your buyers’ attention and show you understand their problems. This immediately demonstrates that this isn’t just a generic pitch – you actually understand them and are focused on their specific issues. Doing this also puts decision-makers in somewhat of a tricky situation. They must either… 1. Disregard the opinions of their team as incorrect 2. Acknowledge they’re facing a problem, but decide not to look for a solution 3. Look for a solution (which you are providing in the rest of your proposal) Most (good) leaders will opt for the latter and will read on to better understand your offering. #2 It's Easy to Digest You MUST ensure your proposal is clear, straightforward and easy to understand. Remember, the folks who will be reviewing your proposal are incredibly busy and don’t have time to decipher endless information, searching for what is relevant for them. If your offer is easy to understand, it’s easier to say yes to. Avoid dense walls of text, and use images, graphics and interactive elements to simplify complex ideas. Always steer away from jargon. While it might showcase a level of expertise, you have to keep in mind that it’s likely a number of people will review your proposal. You need to make sure that EVERYONE will buy in. #3 Make It Relevant Buyers want to know that you’ve helped organisations that look like them, or the type of organisation that they aspire to be. Making sure that your proposal speaks to your buyers’ industry, needs, challenges and objectives will increase the likelihood of engagement Build your case by including concrete data and case studies that resonate with your client’s situation. CAUTION: It can be tempting to litter your proposal with logos and quotations from your “biggest” clients. You should not (always) do this! Instead, focus on featuring logos of similar companies or aspirational peers, not just massive brands. Remember, just because a company is “big” to you, that doesn’t mean your client will care. They want to know you can help THEM! #4 Keep Next Steps Simple It’s essential that you break down your proposal into clear, actionable steps – giving your client a roadmap on how to proceed and what will happen when they sign. You should also educate your champion on how to position the proposal to the buying committee, arming them to sell internally. Meet with them and go through your proposal, asking what needs to be removed and added (for other stakeholders) and how they plan to share it more widely. Want to send proposals that impress buyers and close deals? Try Qwilr for free at https://getqwilr.com

My first 5 grant applications were rejected. Every single one. Here's how I went from £10k to £10m in research grant funding: I remember opening that fifth rejection email and thinking maybe my research just wasn't good enough. Maybe I wasn't cut out for this. Then a panel reviewer told me something that changed everything. She said: "I stopped reading on page 2." Not because the science was weak. Because the way I presented it was. I had buried the real-world impact on page 3. I led with the literature gap instead of the problem. My methodology was sound but my narrative was invisible. I was writing for academics. I should have been writing for funders. So I rebuilt my entire proposal structure around three principles. I now call it the 3P Proposal Structure. P1: Problem Framing. Lead with the real-world problem and its cost. Not the gap in the literature. Funders don't fund gaps. They fund solutions. "This problem costs the NHS £2.3 billion annually" hits harder than "this area remains under-explored." P2: Path Innovation. Show what you will do differently. Not just what you will study. Every applicant studies something. Very few explain why their approach is the one that will actually work. P3: Projected Impact. Connect your outcomes to the stakeholders who fund research. If the funder can see themselves in your story, you win. Same research question. Completely different proposal structure. The next application secured half a million pounds. Then a million. Then over the course of my career, more than £10 million in research funding. Grant writing is storytelling. Your research is the plot. The funder needs to see themselves in the story. What's the most frustrating feedback you've received on a grant application? Save this framework. Repost for anyone applying for funding. #GrantWriting #AcademicFunding

Crafting the perfect corporate training proposal. A Deep dive into proposal components Writing proposals is a chore. What to include? what not to include? Having written hundreds of them, here's what I include and why: 1. Executive Summary: ↳ Think movie trailer, not dry summary. Captivate with the vision, not just the facts. 2. What We Heard: ↳ Mirror their language, not yours. Show you've listened, by reflecting their words, not just their needs. 3. The Opportunity: ↳ This isn't just a gap to fill. It's a launching pad for their potential. Highlight the transformation, not just the transaction. 4. Consultation Service: ↳ Position this as a partnership, not a service. Emphasise collaboration, not just consultation. 5. Approach and Methodology: ↳ Innovate, don't regurgitate. Present methodologies that are as unique as their challenges. 6. Project Roadmap: ↳ This is the journey, not just the route. Make it visual, engaging, and clear. 7. Investment: ↳ Transparency builds trust. It's not just about costs; it's about value creation 8. Terms: ↳ Make this easy to say 'yes' to. Simplify legal jargon into clear commitments. 9. The Team: ↳ Sell the dream team. Highlight unique strengths and past successes as a cohesive unit, not just individual CVs. 10. Case Studies/Testimonials: ↳ Show, don't tell. Use stories of transformation and success that resonate with their specific context. Each section of your proposal should not just inform but also engage and inspire. Think beyond the conventional and inject each part with a strategy that shows you're not just a provider, but a partner in their success. What are your top tips for great proposals? #ProgrammeBuilder #OfferActivator #BusinessDevelopment #LearningAndDevelopment #TrainingAndDevelopment #Facilitation #Workshops

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

Building a business, especially one targeting enterprises, is as much about understanding objections as it is about delivering value. Recently, during a client call, I found myself revisiting a familiar scenario—a moment that mirrored countless conversations I’ve had while growing an agency. When we first started Intelekt AI my idea of selling was almost childlike in its simplicity - We build, they buy, and the journey begins. I couldn’t have been more mistaken. In B2B, the decision-making landscape is nuanced, and the stakeholders have evolved. It’s no longer just the CFO scrutinizing risk; every decision-maker is now focused on de-risking, questioning not just what they’re buying but why they should trust it. Midway through this discussion—caught between hypothetical projections and a detailed back-and-forth—I paused and asked, “What’s the one thing stopping you from signing this contract today?” The response was immediate, “We need to know that you’re as invested in this outcome as we are.” In that moment, I could’ve leaned on the strength of our track record, showcasing all the clients who thrive with our model. But I realized this wasn’t about proof. It was about empathy. Instead of defending our approach, I chose to address their concern directly. But here’s the key: the solution wasn’t to change the essence of our model. It shouldn’t be. Instead, I proposed an adjustment, adding a clause to our engagement that aligned our long-term success with theirs—a mechanism that ensured accountability for their goals without jeopardizing the principles that make our work sustainable. That moment of thinking on my feet, guided by empathy, not only preserved the conversation but likely secured a future client. Here’s what I’ve learned: objections aren’t barriers—they’re invitations. They’re a chance to step into the customer’s world, understand their hesitations, and create solutions that honor both their needs and your own. Empathy isn’t just a strategy. It’s the foundation of trust, and trust is what enterprises buy.

Stop telling on yourself by trying to use big fancy words and complicated explanations. Using big words to sound smart makes you sound less smart. Sales reps think using complex language makes them look professional. They throw around industry jargon and technical terms to prove they know their stuff. But research shows emails written at a third grade reading level get 36% higher response rates than emails with complex language. Your prospects aren't impressed by your vocabulary. They're scanning your email for 3 to 4 seconds trying to decide if it's worth their time. When they see complicated language, their brain registers it as extra work. Complex language creates barriers. It confuses prospects, makes your message harder to digest, and causes frustration. Clear, simple copy helps prospects quickly grasp your message. Clarity is what drives action. I personally aim to write emails at a fifth grade comprehension level. This isn't talking down to anyone. It means using clear language that's easy to understand, even if someone is skimming on their phone between meetings. Make your message so clear that prospects immediately understand the benefits you're offering and feel confident taking the next step. They respond because you made it easy for them to engage. Simple stands out in sales copywriting. 📌 What's one piece of jargon you need to cut from your outreach?

I used to think using complex terminology demonstrated expertise. That "leveraging synergies" and "utilising frameworks" showed I belonged in business conversations. The reality? No one was impressed. They were just confused. 💡 The breakthrough came when I started writing exactly how I think not how I speak. This transformed my newsletter engagement (open rates jumped over 30%) Here's why writing how you think (not how you speak) works: 1. Authenticity cuts through noise - Your natural thought stands out in a sea of corporate-speak - Readers sense when you're being genuine vs. performing - Trust builds faster with authentic communication 2. Simplicity enables action - Clear instructions get implemented - Complex directions get abandoned - Young entrepreneurs especially value directness 3. Relatable language builds connection - Industry jargon creates outsiders - Conversational tone creates community - Speaking their language shows you understand their world 📊 In marketing specifically: - Conversational emails see 17% higher click-through rates - Simple language in sales pages increases conversion by 2.1x - Readability improvements can boost engagement by 58% ➡️ Your readers aren't stupid. They're busy. They want to understand your point in seconds, not decode your buzzword bingo. When writing for my newsletter, pitching to investors, or speaking to young entrepreneurs, I constantly remind myself: "If my 16-year-old self wouldn't understand it, it needs a rewrite." Clear writing shows clear thinking. So next time you write anything: If a shorter word works, use it If you wouldn't say it in casual conversation, don't write it If it sounds like a "business robot," start over Simple, isn't it?

The masters were clear about one thing. Writing works when it is structured, direct, and intentional. Writers like George Orwell argued for clarity over cleverness. Say what you mean. Cut what doesn’t serve the idea. Let structure do the heavy lifting instead of decoration. Stephen King, in On Writing, took it further. He spoke about cutting every draft by roughly 10 percent, avoiding unnecessary adjectives, and favouring active voice almost obsessively. The discipline respected the reader’s attention and captured it. And Ernest Hemingway proved how far that discipline could go. The Old Man and the Sea carries emotional weight without excess. Fewer carefully placed words did more work than pages of explanation. Today, we produce content at scale but have lost respect for the reader. Conciseness matters. Plain language matters. Clear structure matters, for humans and for machines. The fundamentals haven’t changed. Adapt them to the present, and the signal will travel further.

Your evaluation was rigorous. Your report killed it. You designed the methodology carefully. You interrogated the findings until you were confident they were right. Then you wrote a 80-page document. It buried the most important finding on page 34, and.. submitted it to a stakeholder who read the executive summary on a flight and never opened it again. The evaluation was good. The report undid it. And this isn't a personal failing. It's a sector-wide one. The development sector produces thousands of evaluation reports every year. Most of them change nothing. The writing is why. Not the data. Not the methodology. Not the sampling strategy or the theory of change. The writing. 𝗖𝗹𝗲𝗮𝗿. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲. 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴. 𝗣𝗶𝗰𝗸 𝗮𝗻𝘆 𝘁𝘄𝗼, 𝗺𝗼𝘀𝘁 𝗲𝘃𝗮𝗹𝘂𝗮𝘁𝗶𝗼𝗻 𝗿𝗲𝗽𝗼𝗿𝘁𝘀 𝗺𝗮𝗻𝗮𝗴𝗲 𝘇𝗲𝗿𝗼. They're dense where they should be direct. Cautious where they should be bold. Written to demonstrate expertise rather than to communicate it. And the people who needed to act on the findings... the minister skimming between meetings, the programme manager already stretched thin, the donor trying to decide whether to renew, they encountered a wall of jargon, a forest of tables, and a recommendation section so hedged and generalised it could apply to any programme anywhere. So they didn't act. Or they acted on instinct instead of evidence. Because the report didn't give them a choice. Here's how to do better... 1. Write for a real audience, not an abstract one ↳ Not “stakeholders” ↳ The specific person who will use this ↳ The minister with 5 minutes ↳ The programme manager under pressure ↳ The donor deciding on funding If you don’t know who you’re writing for, you’ll default to writing for yourself. 2. Start with the decision, not the methodology ↳ What needs to change because of this report? Write to that. 3. Lead with the answer ↳ Don’t make people work for the insight Page 1 should tell them what matters 4. Design for use, not submission ↳ A report is not the final product A decision is ---- Want insights like this directly in your inbox? Sign up for my mailing list. It's FREE! 👉 https://lnkd.in/ec8mqV2M