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Proposal cover letter example

4 Tips To Creating a Proposal Cover Letter (& Templates)

Emily Schmidt
Emily Schmidt

Once you’ve put together a proposal, it’s common to think, ‘Now what?’. We’re here to answer what’s the best cover letter you can send with your proposal to close a deal. 

Within a proposal cover letter, there are a few different components that you need to consider.

  • A proposal cover letter is more casual than an executive summary
  • It’s structured like a letter and has a greeting and sign off
  • Not focused on strategy, but is more conversation
  • May focus on the unique strengths that you can bring to a project

Step 1: Kicking-off a Proposal Cover Letter

A great proposal cover letter starts by showing off your personality and the type of communications they can expect if they’re going to work with you. Lean into your intuition and use your voice!

There’s no reason to be super corporate here but show that you’re a person who can be professional and also sound like they enjoy what they do. 

Understand who your audience is and the industry that you represent as you work towards your cover letter. If you’re working pitching a more traditional company, like one in finance, consider how they may expect communications as opposed to a start-up.

Typically you can get a feel of how a company communicates in their tone and voice by viewing their website, content, and related information. 

Find a balance between being true to your voice and communicating in a way that’s comfortable to the prospective team.

Here are a few examples of the beginning of a proposal cover letter.

Hi Prospective Client, 
Thanks for taking the time to review my proposal! I’m really excited about the ways we can work together to support [company].

____

Hello Mr./Mrs. prospective client, 
I’m pleased to present you with the request for proposal [proposal title]. In this proposal, you’ll find goals and objectives, scope of work, pricing, [and any additional information you found relevant.

You can see  the difference between these two tones. Consider when would be appropriate to use either.

Step 2: Highlight What Problem You’ll Help the Company Overcome

Within any proposal, you want to ensure that your client knows that you understand the problem that they’re trying to solve. Include their goals and objectives of why you’re entering this engagement.

Share the company’s pain point in a way that’s easy to digest. Leave this section to focus on the company’s problem and don’t yet focus on providing solutions.

Here’s a snippet of a type of pain point a client may be facing:

Right now you’re creating a lot of excellent content and it’s frustrating when it’s not leading to the increase of traffic and conversions you’re hoping for.

Step 3: Share How You’ll Work Towards Their Goal

The next section of the cover letter will outline how you are proposing to approach their challenge. Now, remember, this isn’t where you get into nitty-gritty but is a high-level overview of what your plan of attack is. Specific details will be broken out in your proposal.

Here’s an example of a short and efficient way of accomplishing this step.

Based on the data I’ve seen, I’m confident that we can make some major traction in increasing your organic traffic with your target audience with a few well-implemented strategies that I’ve outlined in the attached proposal. 

Step 4: End Your Cover Letter with Next Steps

Once you’ve worked through the steps of a cover letter, the last piece that you include is next steps. Sometimes your client will already have shared their process and timelines associated, but if they haven’t this is a great opportunity to take initiative and show them that you’re able to make their lives easier by outlining what’s needed to move forward.

Below’s an example of some ideal next steps. 

Once you’ve had a chance to review the proposal, please feel free to follow up with any questions. I’ll be following up in a week to check in on the status and see if there are any additional ways to support your team. 

If you decide to move forward, we can start the engagement within a week of signing the contract.

Proposal Cover Letter Samples

Below we’ve compiled a few different examples and templates of what you can use to create a template for your client today. 

If you’re looking for additional support in creating a proposal, check out Tispr which has free proposal templates that you can start using today.

Proposal Cover Letter Sample #1

We’ll kick things off by sharing full versions of the snippets we included above. This is for a proposal for SEO and content strategy to support clients looking to increase organic traffic.

Hi Prospective Client, 
Thanks for taking the time to review my proposal! I’m really excited about the ways we can work together to support [company].
Right now you’re creating a lot of excellent content and it’s frustrating that it’s not leading to the increase of traffic and conversions you’re hoping for.
Based on the data I’ve seen, I’m confident that we can make some major traction in increasing your organic traffic with your target audience by implementing a few strategies that I’ve outlined in the attached proposal.
Once you’ve had a chance to review the proposal, please feel free to follow up with any questions. I’ll be following up in a week to check in on the status and see if there are any additional ways to support your team. 
If you decide to move forward, we can start the engagement within a week of signing the contract.
Most Sincerely, 
Consultant

Proposal Cover Letter Sample #2

In this sample, your proposal cover letter is approached with a more formal tone and is for a client who is looking for support in their product strategy.

Hello Ms. Thompson, 
I’m pleased to present you the request for Project Strategy Proposal. In this document, you’ll find outlined the goals and objectives, the scope of work, pricing, and some case studies of relevant projects I’ve worked on. 
I know that Quest Products has been struggling with converting their traffic to their Saas platform and hitting their retention goals. 
After some analysis, you’ll find within the proposal a scope that entails audience research, user testing, and analyzing data analytics that will all work towards the goal of boosting conversion rates and diagnosing any challenges. 
Once you’ve had the chance to review, please let me know if you have any initial questions or concerns. I’m happy to provide any additional information that would be useful. 
I’ll follow up with you next week to check in and outline the next steps. 
Most sincerely, 
Consultant


You’ll see that within each example we include four key components: intro, highlighting the problem, sharing your proposed solution, and providing next steps. 

As you move forward with creating a proposal cover letter keep in mind these steps and you’ll be sure to succeed!


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