A great proposal goes beyond just a collection of technical details, compliance checkboxes, and boilerplate language. A winning proposal is a persuasive document that convinces evaluators you’re the clear choice. It’s structured, strategic, and compelling, making it easy for the prospect to say, “Yes, we want you.”

But here’s the kicker: Most proposal writers unknowingly sabotage their chances with small but costly mistakes. They assume compliance equals competitiveness, that more words mean more impact, and that a list of qualifications is the same as a winning argument.

The good news? These mistakes are fixable. So, let’s talk about the stealthy proposal killers… and how to avoid them before they tank your next bid.

YOU’RE WRITING LIKE A BROCHURE

Your proposal reads like a marketing flyer, all polished fluff and no substance. News flash: The prospect doesn’t care about your cutting-edge solutions. When everyone says they’re unique + innovative, no one is unique + innovative.

Prospects care about their problems and how you’ll make their lives easier. Shift from “We offer best-in-class services” to “Here’s how we’ll solve your problem faster, cheaper, and with less risk.” See the difference?

Proposal Reality Check: Most proposals are feature-heavy instead of benefit-rich. That means they’re all about you – your services, your experience, your team – rather than focusing on the client and how you’ll solve their specific problem. Flip the script. Instead of listing what you do, show them what they get.

YOU BURY THE GOOD STUFF

If your best differentiator is hiding on page 37, congratulations. You’ve lost before you even started. Evaluators skim. They do not read word-for-word, and they certainly don’t read from start to finish. Hit them with your strongest value prop upfront, loud and clear. Make them care before they move on to the next proposal.

And while we’re at it… if the RFP didn’t ask for it, they don’t want it. Extra fluff, marketing jargon, or lengthy company history won’t score you points. Every word in your proposal should serve one purpose: proving you can deliver exactly what they need, exactly how they need it.

YOUR STORIES ARE SNOOZEFESTS (OR NONEXISTENT)

No one wants a generic, “We have extensive experience” snooze-fest. Give them specifics. Instead of “We’ve successfully completed similar projects,” try, “We helped Client X cut costs by 30% and speed up delivery by 50%—and we’ll do the same for you.”

Data + proof = trust.

YOU THINK COMPLIANCE = COMPETITIVE

Meeting the RFP requirements doesn’t win you points. It simply keeps you in the game. Compliance is the bare minimum. Winning requires persuasion. Frame your proposal as a no-brainer choice, not just a box-checking exercise.

YOU’RE MAKING EVALUATORS WORK TOO HARD

Dense paragraphs. Overloaded jargon. No visuals. You’re making evaluators fight to find reasons to score you well. Make it easy. Use short, clear sentences. Break up text. Use visuals to reinforce key points. Help them help you.

Clarity Wins Contracts: If you need a PhD to understand your proposal, you’re doing it wrong. Aim for a 7th-grade reading level. And yes, even for technical content. Simplicity isn’t dumbing it down; it’s making sure evaluators get your message fast. The easier it is to read, the easier it is to give you a high score.

THE BOTTOM LINE

Winning isn’t about being the biggest, the fastest, or the cheapest. It’s about telling a clear, compelling story that makes evaluators want to pick you. If you’re making these mistakes, it’s time to fix them. Because second place gets you nothing.

Want help crafting proposals that actually win? That’s what we do. Let’s talk.

About the Author

Krystn Macomber, CP APMP Fellow, LEED

Founder + CEO | Summit Strategy

https://www.linkedin.com/in/krystnmacomber/

There’s magic in disrupting the ordinary. This is the philosophy Krystn brings to working with and empowering her clients. With a 20-year track record of helping global professional services enterprises, Krystn is redefining what’s possible for companies looking to elevate their marketing, pursuit, and business development operations. As the founder + CEO of Summit Strategy, she leads a powerhouse team specializing in strategic storytelling, compliance expertise, and persuasive writing to help clients craft winning proposals. She is an industry leader, award winner, mentor, coach, and highly sought-after speaker.