Do the titles of your proposals look like this?
- Marketing Project for Company X
- New Website Development Proposal for Company Y
If you’re like most people your proposal titles probably look like the above examples; this means you’re missing out on a valuable opportunity to stand out from your competition.
Breaking Down the Bad Examples
Let’s talk about why these are bad ways to title a proposal.
Marketing Proposal for Company X
The problem with the above title is that it’s too general. It’s boring.
It’s the type of title that no one really reads; you glance at it (maybe) and move on. Also, you want to avoid using the word “proposal” in the title; your client already knows it’s a proposal.
New Website Development Proposal for Company Y
This next one is similar to the first except that it’s a tiny bit more specific. But again, it’s too general.
A service description followed by a company name is not going to entice your customer to keep reading.
So What Does a Good Title Look Like?
Good titles are short yet specific enough to include the result they want, in words anyone can understand.
When I say short I mean it’s best to keep titles under 10 words.
Including the result will show the client that you understand what they’re looking for (always a good idea).
Examples of good titles:
- Increasing Leads Through Social Media Campaigns
- Cutting Advertising Costs With Improved Natural Search Rankings
Note the verbs used in the above titles. You’re talking about taking them from their a bad situation to a good one. Make sure to include a verb that focuses on the change they seek.
It’s tempting to use internal company terminology or product names to describe how they’ll attain the benefit you mention in the title — don’t do it.
Keep things simple and only use terms the client knows and will understand.
Remember, next time you write a proposal title ask yourself if the title you’ve written is something that’ll make your client want to read more.