How to Write Proposals
That Win
That proposal has been on your to-do list since Monday. It's now Thursday. Proposals shouldn't take a week. With a system, you can write a proposal that wins in about 2 hours.
The Proposal Procrastination Timeline
Added "Write Greenleaf proposal" to to-do list
Opened a blank doc. Stared at it. Closed it. Did emails instead.
Wrote the intro paragraph. Got pulled into a client call. Lost momentum.
Panic. Spent 5 hours writing. Half of it is rambling. Pricing section is a mess.
Rewrote most of Thursday's work. Sent at 6:47 PM. Not confident it's good.
5 days elapsed. ~8 hours of actual work (spread across fragmented sessions). Result: a mediocre proposal sent too late.
The 5 Proposal Time Killers
Starting from scratch every time
Cost: 2-3 hours per proposal reinventing structure, format, and boilerplate
Fix: Build a master template with reusable sections. Customize 20%, not 100%.
Writing before thinking
Cost: You write 3,000 words, then delete 2,000 because the structure was wrong
Fix: Outline first (15 min). Write second. The outline IS the hard work.
Perfectionism on the first draft
Cost: Editing while writing triples the time. You wordsmith paragraph 1 for 30 minutes.
Fix: Write the ugly first draft in one sitting. Edit in a separate session.
Researching mid-proposal
Cost: You stop writing to look up a number, a case study, a competitor's pricing, and fall into a rabbit hole
Fix: Mark unknowns with [TBD] and keep writing. Research all TBDs at the end in one batch.
No pricing framework
Cost: Every proposal requires re-deriving your pricing from scratch, leading to inconsistency and undercharging
Fix: Build a pricing calculator. 3 tiers, clear scope per tier. Plug in variables, not custom math.
The 2-Hour Proposal System
Phase 1: The 15-Minute Outline
Answer 5 questions before you write a single word:
1. What problem does this client have? (In their words, not yours)
2. What are they hoping the outcome looks like?
3. What specifically will you deliver? (List deliverables, not activities)
4. What's the timeline? (Start → milestones → end)
5. What's the investment? (Use your pricing framework, not custom math)
These 5 answers ARE your proposal outline. Everything else is supporting detail.
Phase 2: The Ugly First Draft
Set a timer for 60 minutes. Write the full draft without stopping.
Follow the template structure (see below). Don't deviate.
Write in conversational tone, you can formalize later. Speed > polish.
Mark anything you don't know with [TBD]. Don't stop to research.
Don't edit as you go. Typos, awkward sentences, wrong numbers: leave them all.
At 60 minutes, stop. You should have a complete (ugly) draft.
Phase 3: The Research Fill
Search for every [TBD] in your draft.
Fill in: specific numbers, case study references, timeline details, pricing calculations.
This is mechanical work. No creative energy required.
If you can't find something in 5 minutes, make a reasonable estimate and move on.
Phase 4: The Polish Edit
Read the full proposal once, start to finish. Fix flow and logic.
Cut anything that doesn't serve the client's decision. Most proposals are 40% too long.
Check: Does every section answer "why should they care?" If not, reframe or cut.
Final pass: formatting, spelling, numbers check. Send.
Total time: ~2 hours. Not 2 days.
The Winning Proposal Template
Every proposal follows this structure. No creative decisions needed. Just fill in the sections:
Executive Summary
3-5 sentencesRestate their problem. State your proposed solution. State the expected outcome. This is what they'll read if they read nothing else.
The Challenge
1 paragraphShow you understand their situation. Use their language from the discovery call. Make them feel heard.
The Approach
3-5 bullet pointsWhat you'll do, in what order, and why this approach works. Not methodology jargon, plain language.
Deliverables
Numbered listExactly what they'll receive. Format, quantity, timeline for each. No ambiguity.
Timeline
Simple table or listStart date → key milestones → end date. Include review/feedback windows.
Investment
3 options idealGood/Better/Best tiers. Anchor high. Let them choose. Don't make the price a yes/no decision.
Next Steps
2-3 sentences"To proceed, [specific action]. I'm available to discuss on [date]. This proposal is valid through [date]."
Try alfred_
Write Better Proposals, Faster
alfred_ organizes your client context so you can write proposals with full information in half the time.
Try alfred_ FreeFrequently Asked Questions
How long should a proposal be?
2-4 pages for projects under $50K. 5-8 pages for larger engagements. If your proposal is 15+ pages, you're writing a scope document, not a sales tool. The proposal's job is to get a "yes", not to document every detail of the engagement. Save the details for the statement of work after they sign.
Should I include pricing in the proposal or discuss it separately?
Include it. Sending a proposal without pricing creates an extra round-trip ("looks great, what's the cost?") and delays the decision. Present 3 tiers so they're choosing between options, not deciding yes/no. The conversation shifts from "should we hire them?" to "which package fits best?"
How do I stop underpricing in proposals?
Two rules: (1) Build your pricing from value delivered, not hours spent. If your work saves them $200K/year, a $30K proposal is a steal, regardless of whether it takes you 20 hours or 200. (2) Always include a premium tier you think is "too expensive." You'll be surprised how often people choose it.
What if the client wants changes to the proposal?
Feedback on the proposal is buying signal. They're engaged enough to negotiate. Respond within 24 hours. If they want scope changes, adjust the price accordingly. Never reduce scope without reducing price, and never reduce price without reducing scope. The proposal sets the negotiation frame.
How many proposals should I be sending per week?
That depends on your close rate. If you close 30% of proposals, you need ~3 per week to land 1 new client per week. The 2-hour system makes this sustainable. At 8 hours per proposal, 3 per week would consume your entire week. At 2 hours, it's Tuesday morning.
How does alfred_ help with proposals?
The research phase is where most proposal time hides: re-reading email threads to remember what the client said, what they need, what was discussed. alfred_ surfaces all relevant email context for any client in seconds. When you sit down to write the Greenleaf proposal, you don't need to search through 47 emails. The key details are already extracted and organized.