The Game Has Changed for Proposals: Pretty No Longer Wins

The Game Has Changed for Proposals: Pretty No Longer Wins

Back in 2008, I worked at an executive search firm where we re-typed every resume we received into the same format: same font, same layout, no bells or whistles. The goal? To remove distractions and allow recruiters (and clients) to compare candidates based on substance, not style.

Fast forward to today, and proposals are facing a similar shift. It used to be that a beautifully designed proposal could help you stand out and win deals. The right visuals, polished layouts, and eye-catching design often made a big impression. But now, with generative AI and tools that allow buyers to quickly analyze and compare content, pretty no longer matters.

AI Doesn’t Care About Design—It Cares About Content

Generative AI tools put pressure on the content of your proposal. AI analyzes what’s written—how well you understand the problem, the quality of your solution, and the feasibility of your recommendations. It’s all about substance.

This shift demands a new approach. The content of your proposal must be strong enough to stand alone. A pretty package might catch an eye, but in this new world, it’s the message that will close the deal.

So, how do you adapt? Here are some practical recommendations to ensure your content can stand on its own:

1. Start with a Clear Understanding of the Problem

Don’t jump to solutions too quickly. Show that you truly understand the client’s challenges. A clear articulation of the problem demonstrates empathy and expertise, setting the stage for a compelling solution.

Tip: Find someone outside of your industry, who knows nothing about the problems you help solve and how you solve those problems. Try to explain the underlying client need to them in less than 60-seconds. If they don’t understand, chances are, neither do you. True understanding comes with the ability to simplify.

2. Present Solutions That Are Specific and Actionable

Generic recommendations won’t cut it. Asking an LLM to write your solution for you is a recipe for generic, uncompelling disaster. Tailor your solutions to the client’s unique situation, and provide actionable steps that make it easy for them to see how you’ll address their needs.

Tip: Put your proposal into a GenAI tool and ask AI to tell you how many of your sentences or paragraphs start with a focus on YOUR BUSINESS compared to how many start with a focus on YOUR CUSTOMER. The heavier you weight to your customer, the more likely your content is to be highly customized to their pain point.

3. Focus on Benefits, Not Just Features

Explain why your solution matters. What’s the value to the client? How will your approach save them time, reduce costs, or create new opportunities? Connect the dots between your offering and their success.

Tip: Use phrases like “This means you…” to tie features to benefits.

4. Keep It Simple and Direct

In a world where buyers are flooded with information, clarity is key. Avoid jargon or overly complex language. Write in a way that’s easy to read and digest.

Tip: Use short sentences, bullet points, and clear headings to make your proposal skimmable. Go back to that friend who is outside your industry; can they, at a high level, understand what it is you’re proposing to solve your customer’s issue? Can they tell you why your approach is the best?

5. Test Your Proposal Without Design

Before finalizing your proposal, remove all visuals and formatting. Read it as plain text. Does it still deliver a compelling message? If not, revisit your content.

Tip: Start with text only. Don’t allow yourself to be distracted by visuals and write out your proposal with words before opening a visualization tool. Doing this will help you not only see, but FEEL, the gaps in your solution.

6. Leverage Tools to Improve Content Quality

AI tools, like Hyphenate, can help structure and refine your content. They ensure that your proposals are clear, consistent, and aligned with the client’s needs. Have the AI to summarize your content to make sure your key points are coming through. Finally, ask the AI to surface areas of improvement (things like “how do I make this more customer-centric?” or “what points am I missing to win with my buyer persona?”).

Tip: Use AI to analyze past proposals, identify patterns, and generate templates that prioritize content over aesthetics (Hyphenate can do this too).

Final Thoughts

The rules of the game are changing. Strong visuals alone won’t win deals anymore. The rise of AI has shifted the focus to the substance of your proposals. This is a challenge—but it’s also an opportunity. By creating content that can stand alone, you can differentiate yourself and win in this new landscape.

So, how confident are you that your proposals could win without the design? It’s time to prioritize content and make every word count.