How to Shine When a Web Prospect Requests a Proposal A calm, methodical approach to winning over new clients.

What we’ll cover:   10-15 minutes: Overview

 The proposal “Boy Scout Motto”

  30 minutes: A Methodical 7-Step Process  What to do  What to say  What to charge

  10-15 minutes: Follow Up  The lesson of patience and timing  Q & A

Overview The Proposal “Boy Scout Motto”— Be Prepared   Have a professional system in place

Overview The Proposal “Boy Scout Motto”— Be Prepared   Have a professional system in place   Establish a fee schedule

Overview The Proposal “Boy Scout Motto”— Be Prepared   Have a professional system in place   Establish a fee schedule   Know your prospect’s mission

Overview The Proposal “Boy Scout Motto”— Be Prepared   Have a professional system in place   Establish a fee schedule   Know your prospect’s mission   Apply your system to each prospect’s mission

Overview The Proposal “Boy Scout Motto”— Be Prepared   Have a professional system in place   Establish a fee schedule   Know your prospect’s mission   Apply your system to each prospect’s mission   Go with confidence

A Methodical 7-Step Process What to do, what to say, what to charge

1.  Control the flow 2.  Gather the right information 3.  Answer questions confidently 4.  Set clear expectations 5.  Write the proposal 6.  Submit in a delightful way 7.  Follow up

A Methodical 7-Step Process 1. Control the flow

 With a formal proposal process, you’ll establish the advisor relationship

  “Let’s take a look…”  The client will see you as a professional

guide who knows what to do  This sets the stage for “great expectations”

A Methodical 7-Step Process 2. Gather the right information

 What’s the main purpose of your site?  Who’s the primary audience?  Why do you feel your site isn’t working?  What do your traffic reports tell you?  Who works on your site now?  What time frame is ideal for you?  Do you have a budget in mind?

A Methodical 7-Step Process 3. Answer questions confidently

 How much does it cost?  How many words on each page?  How long does it take?  How does the process work?  Do you have experience in my industry?  How do I know this will work?

A Methodical 7-Step Process 4. Set clear expectations

 Tell the client what’s next  You’ll create a thoughtful proposal  This will include the project scope,

estimate and agreement/terms  You’ll submit it within 24-48 hours

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission

A Methodical 7-Step Process Intro – recap the mission

Dear [Client], Thank you for requesting a proposal to provide web content research, strategy, direction and implementation for your [name of website] redesign.

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver

A Methodical 7-Step Process Main promise: results

The following proposal outlines my services and fees for re-launching a website that is optimal for attracting prospects in search engines while delighting your customers and driving new leads and sales.

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver  Project scope/tasks

A Methodical 7-Step Process Project scope/tasks

PROJECT SCOPE: My services will include the following, working in collaboration with you [and your web team]…   Strategic Guidance   Keyword Research   Message Strategy and Development   Copywriting (or SEO Copywriting)   Implementation and Message Testing

A Methodical 7-Step Process Project scope/tasks

Spell out some detail as appropriate   Message Strategy and Development: As the team better understands your audience’s wishes and needs, I’ll develop a content message strategy that’s on-brand and also optimized for search engines. This will involve a blending of a smart keyphrase strategy with brand promises, benefits and competitive positioning: “Why choose you over those other guys?”

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver  Project scope/tasks   “Teaser” findings and tips

A Methodical 7-Step Process Teaser findings and tips

 Provide just 1 or 2 to give prospect a taste  Example: “For instance, I’ve discovered that the keyphrase “[keyphrase here]” has very high demand and would be ideal to include in your web content to attract your audience.”

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver  Project scope/tasks   “Teaser” findings and tips  Fees

A Methodical 7-Step Process Fees

 Avoid analysis paralysis by knowing fees  Standard fee range sources:

 AWAI, Wealthy Web Writer, Bob Bly, others  Create a professional fee schedule

A Methodical 7-Step Process

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver  Project scope/tasks   “Teaser” findings and tips  Fees  Terms

A Methodical 7-Step Process Terms - Agreement

 Sets tone of professional  Complete clarity: what, by when   “Disclaimer” to protect you (Bob Bly) “There are many factors in your marketing effort — products, market, price, list, demand, consumer preferences, major events — that I cannot control. Therefore, while I can and do guarantee your satisfaction with the copy I write for you, I cannot guarantee specific sales results.”

A Methodical 7-Step Process 5. Write the proposal (here’s a recipe)

  INTRO: Thank you! Recap the mission  Main promise: results you’ll deliver  Project scope/tasks   “Teaser” findings and tips  Fees  Terms  Presumptive close

A Methodical 7-Step Process Presumptive close

 Assume your prospect will say YES “Just let me know when you’d like to proceed. Thank you very much for this opportunity to help you!”

  Spell check and proofread!   Send as a PDF   Send with a short and cheerful email   Ask for confirmation of delivery   Mention that you’ll check in

A Methodical 7-Step Process 6. Submit in a delightful way

How to Shine Follow up   Set it and forget it   Check in after a week, upbeat and friendly   Check in one more time (2-3 weeks)   Stay busy and try not to dwell

I wish you great success with this!

Questions? The Web Copywriter’s Clear Path to Profits www.awaionline.com/web-marketing/clients/learn/organize-web-content/ Thank you. Pam Foster ContentClear Marketing Certified SEO Copywriter and Coach www.ContentClear.com www.PetCopywriter.com