Commercial proposals and sales copy, written for you
Commercial proposals, sales pages and nurturing sequences, written for you.
A consultative tone with the business outcome in focus. Proposals that close, pages that convert and sequences that teach without flooding. If the proposal goes to a public tender, it is written against the criteria in the specification, not against a template.
Who it is for
- Freelance consultants with a high ticket
- Agencies losing deals to a weak proposal
- Founders writing their own copy
Why it ends up being needed
The proposal you lose is hardly ever lost on price. It is lost because, reading it, the client did not find their problem described in their own words: they found a description of what your company does, a list of services and a number at the end. When three documents like that arrive, the cheapest wins, because there is no other way to compare them.
The original mistake is writing from the inside. Whoever knows the service describes it as they experience it — the methodology, the phases, the tools — and not as the other person buys it, and they buy the outcome and the reassurance that it will not get complicated. Those are two different documents even when they cover the same ground.
And a proposal is not read like a web page. A proposal is read whole and top to bottom, usually by more than one person and sometimes by someone who was not in the meeting; a page gets scanned in ten seconds. The argument can be the same, the form cannot, and that is why you get one version per channel.
What I deliver
- Commercial proposal — An 8–15 page document built to close.
- Sales page — Long-form copy on a proven structure.
- Nurturing sequence — 5–7 emails to activate and to educate.
- Reusable templates — A base your team can repeat the format from.
- Call script — Discovery questions and a written answer to the objections you always get.
- Reference stories — Two client stories with figures, ready to attach to the proposal.
What is included
- Research into your client and the words they use
- Structure and the full write-up
- Two rounds of revision
- An editable version to reuse
What gets decided before a line is written
- Who actually reads the proposal — It is hardly ever one person deciding. The person who knows you has to defend the proposal inside their own company, to someone who was not in the meeting, so the document has to work without you in the room and hand that person the arguments they will need to repeat.
- What is said about price, and where — A number at the end with nothing holding it up forces a comparison against another number. Price goes where it has already been established what gets solved and what happens if it does not; that ordering is half the work of a proposal that closes.
- Which objections get answered in writing — The same three or four that come up in every call. Answering them inside the document stops them turning into a two-week silence, which is how objections nobody managed to voice usually show up.
- If it goes to a public tender, it is written against the tender — A proposal for a public tender is not written like a commercial one: it is written against the scoring criteria, in their order and their vocabulary, because whoever scores it looks for each section where the tender says it will be. A commercial template loses points there on form alone.
What is not included
- Presenting the proposal or negotiating with your client.
- Graphic design or brand layout, beyond a clean, readable document.
- Translation into other languages, quoted separately.
- Inventing case studies: the two reference stories come from real clients of yours, with their permission.
What you need to have
- A two-hour conversation with whoever sells.
- Two or three previous proposals: the ones you won and the ones you did not.
- Permission from the clients appearing in the reference cases.
- If it is for a tender: the complete tender document, with its scoring criteria.
Frequently asked questions
Do you write it, or do I get a template?
I write it. Templates are free online; the work is understanding what your client is buying and saying it in their language.
What do you need from me?
A conversation with whoever sells, and two or three past proposals — the ones you won and the ones you lost. Without those the text comes out generic.
Does the same copy work for the proposal and for the website?
No, which is why you get one version per channel. A proposal is read all the way through; a page is scanned in ten seconds. The argument is the same, the shape is not.
How long do you take?
The first draft is ready five working days after the interview, and two rounds of revision are included.
What if my sector is very technical?
All the better: the more technical it is, the more obvious the gap between someone who understood the problem and someone who copied a template. The interview exists precisely to capture that vocabulary and use it properly.
Will you leave it in a format I can reuse?
Yes. You get the editable version and the templates, so your team can repeat the structure on the next proposals without hiring me again.