Steak vs. sizzle

When it comes to proposals, my experience is that most clients are looking for something brief and dense.  “Tell me just enough to answer my questions and demonstrate your expertise; no more, no less.”  This was never more true than nowadays when clients are receiving as many as 80 submittals (yes, true story) for a project instead of the usual four to twelve.

If you can say it in a sentence rather than a paragraph, an image rather than a wall of text, or a page of bullet points rather than fifty tabbed, bound pages worth of 10 point type, do it.  Less is more.

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