A One-Page Proposal That Wins
Practical ways to write a one-page proposal that wins, clear enough to read in two minutes.
Short proposals get read. One page, one decision.
10 tips that really help
These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.
One page is usually enough
Busy buyers prefer a short, clear proposal they can read in minutes.
Aim for one page.
Start with their goal
Open by restating what they want to achieve, using their own words.
Quote their phrase.
Describe the solution in plain words
Explain what you will do in simple bullet points anyone can follow.
Avoid jargon.
Show the benefit and result
State what they will gain, ideally with a number or example.
Add one figure.
Include a simple timeline
Clear dates make the plan feel real and reduce uncertainty.
Be realistic.
State the price clearly
A simple table with no surprises builds trust.
List what is included.
Add proof
A short quote or case study supports your claims.
Choose the most relevant.
End with a clear next step
Tell them how to say yes, such as reply or sign here.
Make it easy.
Keep the design clean
White space and simple fonts make it easy to read.
Use a template.
Send promptly and follow up
Speed shows care, and a follow-up call keeps momentum.
Within one day.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“You told us late deliveries cost you hours.”
“Here is our three-step plan.”
“The investment is clear and fixed.”
“Here is what a similar customer achieved.”
“To start, we only need your approval.”
“Thank you for considering us.”
Your first week
One small action a day. Each day is only a little bigger than the last.
List what must be on the page
Write the headline
Add the problem in their words
Add your plan
Add price and next step
Trim to one page
Ask for feedback
Further reading
- Building a StoryBrand (Donald Miller)
- Pitch Anything (Oren Klaff)
- Made to Stick (Chip Heath and Dan Heath)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “Tell Stories That Sell”
Keep going. Small steps every day make a big change.
← Previous: Pitch Over Video With EnergyNext: Open With Their Problem, Not Your Company →
- Why Stories Beat Statistics
- The Simple Story Shape: Problem, Struggle, Win
- Make the Customer the Hero
- Find Stories in Your Everyday Work
- Keep It Short, Keep It Real
- Add One Vivid Detail
- End Every Story With a Point
- Collect Stories While They Are Fresh
- The Before, During and After Story
- Use Real Numbers Honestly
- Tell a Story Like Your Customer Would
- Match the Story to the Buyer
- Case Studies People Actually Read
- Ask for Testimonials Without Awkwardness
- Your Ten-Second Introduction
- The One-Sentence Pitch
- Cut the Jargon
- Lead With the Problem You Solve
- Make the Benefit Obvious
- Use Simple Words and Short Sentences
- The Message Test: Can They Repeat It?
- Open With a Hook
- The Three-Point Presentation
- Slides That Support, Not Distract
- Demo the Result, Not the Features
- Use Pauses Like a Pro
- Handle Questions Mid-Presentation
- Close Your Presentation Strongly
- Hold the Room Without Shouting
- Use Your Hands and Eyes
- Control Your Pace Under Pressure
- Recover From a Slip
- Pitch to One Person or Twenty
- Pitch Over Video With Energy
- A One-Page Proposal That Wins
- Open With Their Problem, Not Your Company
- Show Options: Good, Better, Best
- Make Pricing Easy to Understand
- Add a Clear Next Step
- Proofread Like a Professional
