What Are the Best Methods for Writing Proposals?

Advertising proposals, that is, advertising companies report to advertisers on advertising campaign planning, creative ideas, survey results, etc. In other words, the creative plan is accurately and vividly submitted and explained to customers in order to win their appreciation and support.

Advertising proposal

Advertisement proposal refers to the description of written text, the assistance of visual and auditory factors, and

Making an advertising proposal includes two elements. First, the advertising company's self-review and confirmation of the proposal, and then let the client review and confirm the proposal. Therefore, the working method of this stage is the company's proposal review meeting and the client's proposal report meeting. The company's business review is performed by the company's business review agency, or an ad hoc meeting is formed by the company's senior business staff, which is responsible for reviewing the scientificity and enforceability of the proposal before it is officially submitted to the client. Proposal report meeting, the company specifically reports the formed advertising scheme to the client, and accepts the client's review and inquiry of the scheme, and finally receives the client's approval of the scheme.

Types of advertising proposals: According to different needs, advertising proposals can be divided into the following categories:

1. Advertising company introduction proposal: The company introduction proposal is the first contact between the company and new customers. It focuses on displaying the company's performance and business philosophy, and laying the foundation for future cooperation.

2. Advertisement proposal: A proposal is a proposal that wins customers.

3 Advertising case proposal: A case proposal is a proposal in which the client wishes to complete a phased task.

4 New product launch proposal: This proposal is to help customers expand their operations and get rid of difficulties.

5. Advertising annual plan proposal: This proposal is a proposal to actively retain customers, and it is necessary to show a comprehensive understanding and full confidence in customers.

Different types of proposals have different writing requirements. Different highlights have different reservations for some issues.

1. The subject of the ad proposal. Clarify the purpose of the advertising campaign, which is to understand the core of the advertising campaign and to know what you want to do. Do you want the target market members to get the most important single point of view from the advertising proposal; or you want to highlight the characteristics of the product; or do you mean that users can benefit from these characteristics.

2. Related background and

The structure of advertising proposal writing is roughly divided into the following parts: First is the company (brand / project) name.

An overview of the first part , which includes:

1. premise--

The previous content shows that no matter what kind of project's advertising proposal, it challenges the proponents, and also creates special creative conditions for them, no matter what kind of proposal. Must match their advertising strategy and the capabilities of various expressions. In the process of creating various proposals, we should also avoid some common mistakes in proposal writing.

1. Avoid general and ambiguous words. For example, if a car is very fashionable, it is better to say that he has bright, streamlined lines. Avoid ambiguous words.

2. It is important that the proposal is short and concise. Use short sentences to highlight a major point in a clear and concise manner. Advertising proposals must be completed within a limited time because customers are prone to boredom. Once clients get bored, proposals often lose their due effect. So proposals should be avoided. It is best to control the length of time before the recipient is tired. It is best to prepare less content than the scheduled time, which is about 70% -80%. The recipient s attention is highest in the first 10 minutes. After that, it dropped sharply, dropped to the bottom after 30 minutes, and rose sharply in the last 5 minutes, so it is generally best to control the time of the proposal at 45 minutes. In short, the theme should be prominent, the language should be concise and highly generalized; in addition, the font should be unified. The whole case should not exceed three fonts, and the size should not change too much.

3 To avoid a lack of novel vocabulary, using the vocabulary that everyone is accustomed to will only threaten advertising proposals, and stale proposals may even make customers feel that their corporate image is boring and outdated. Write for your client's idiosyncrasies and always make clients "unexpected". Although some vocabulary is very popular, try to learn not to use it. Bright, surprising vocabulary and sentences make customers feel good and are willing to keep looking down.

4 Be creative. Some proponents are totally intoxicated with one clever idea and ignore the others. Advertising proposals must first complete their fundamental task: to communicate sales information. however. Overly weird or funny proposals that deviate from the main sales theme can cause the entire ad proposal campaign to fail.

5. Multi-purpose charts and pictures. Diagrams are easy to explain complex issues, easy to understand, pictures can increase visibility, and at the same time show our creativity and creativity, humorous vignettes can make proposals easier. ^[3]

Advertising proposals generally use multimedia presentations, and the contents of all proposals are made into slides or Powrpoint. In this way, the performance requirements of the proposal can be met to the greatest extent, and the text, pictures, design drafts, images and other contents can be intuitively displayed. Provide customers with a clear understanding of the content of the proposal. In addition, to keep customers interested in proposals, changes must be made. Visual materials can change the process of the proposal. Vision has the greatest ability to communicate, about 30 times the hearing. ^[4]

If the proposal is a pre-proposal, it should be indicated at the end of the proposal: This plan is a pre-proposal and does not represent an executable plan; in order to cooperate with the specific application of the "XXXXX" project, we will provide more detailed solutions; other supplementary opinions shall be provided The client will make a formal work response with us within a few working days of receiving this plan. This gives continuity to the entire advertising proposal.

In short, writing an advertising proposal requires creating a fascinating opening. A refreshing or humorous, dramatic beginning can lay a good foundation for the entire proposal and make the rest of the proposal transition smoothly. To be simple and quick to get into the subject of the proposal, the context of the proposal should be clear and followable. Let the language interpret the picture and prepare the client for the next step. At the same time, the clarity and vitality of other elements such as the proposal video must be maintained. The performance of the proposal is slightly exaggerated, but it must be credible. In the end, the focus of the proposal is on the final impression that will be left to the client.

Compared with the advertisement planning book, the advertisement proposal is more specific, image, and the information dissemination is direct and two-way. The relationship between the two is mainly reflected in the following aspects:

composition

Although the advertisement planning book and the advertisement proposal are two different expressions, they are both effective means and methods for completing the advertising planning task.

Derived

The content of the advertisement proposal is the focus and essence of the advertisement planning book. Mainly include: clear advertising goals, market situation analysis, advertising strategies to be adopted, advertising ideas, specific implementation plans of advertising campaigns, possible communication effects, etc. It should be as concise as possible, and be able to interact with audiovisual auxiliary media and other related materials Cooperate.

Essence

The advertising proposal is a reprocessing of the advertising planning book. Information coding is performed on the basis of the advertising planning book to reflect the essence of the overall advertising planning, but it must not violate or deviate from the main idea of the advertising planning book.

Final link

Whether the results of an advertising plan can be understood and accepted successfully often depends on the success of the advertising proposal. If the advertising proposal is not done well, it is likely that the upfront work will be lost.

Therefore, the work of advertising proposals cannot be taken lightly. To some extent, its importance is not less than that of advertising planning books. Every time you organize and participate in a proposal meeting, you should carefully analyze the main purpose and nature of the research meeting, determine the direction of the proposal, and make arrangements for the venue, including seats, lights, refreshments, and equipment that may be used.

Advertising proposal

Prepare props and other details.

Generally speaking, formal proposals should create a professional atmosphere and a sense of distance, and time should be sufficient; informal proposals should be as intimate and harmonious as possible, but feel free to do so. The moderator, speaker and supervisor of the proposal must be carefully selected. The presenter should have a clear mind and a fluent expression. In the process of the proposal, we must fully understand the essence of planning, clarify our purpose, show confidence, and be able to think in other places. From the standpoint and interests of advertisers, we must make it a reward when we express and answer. help.

From a communication perspective, an advertising proposal is a process of persuasion. Whether this kind of persuasion is effective, can be accepted and recognized, also requires certain communication skills. First of all, we must be able to turn complex and difficult planning ideas and concepts into easy-to-understand information. We must be brief and explain the background and process clearly. Secondly, it is necessary to have a thorough understanding and analysis of the personnel composition of the advertisers in order to have a certain degree of pertinence and hierarchy in mastering the proposal. Thirdly, the use of appropriate auxiliary communication methods to form a variety of visual and auditory stimuli, increase the compound transmission effect of key parts, strengthen impression and memory, and improve understanding. In addition, we must be able to create two-way or multi-directional communication opportunities, pay attention to feedback, and effectively interact with advertisers. ^[5]