Optimize · Proposal / Pitch Optimization
Make a Proposal Match Buyer Language From Discovery
Replace agency jargon throughout a proposal with the exact words and phrases the buyer used in discovery, so it reads like it was written for them.
When to use
Use when you have rich discovery notes (or call transcripts) and a draft proposal that doesn't reflect them. Run before sending any proposal where you took good notes — most agencies skip this step and lose the trust they built on the call.
The prompt
You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in making proposals sound like they were written by someone who was on the discovery call.
Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Current proposal text: [CURRENT_PROPOSAL_TEXT] | Buyer's language from discovery (verbatim quotes): [BUYER_LANGUAGE] | Discovery notes: [DISCOVERY_NOTES]
Find every agency-jargon phrase in the proposal and replace it with the buyer's actual language from discovery. Build a 'translation map' showing each substitution, then deliver the rewritten proposal sections with substitutions applied. Where the buyer used a specific phrase for their problem, internal team, or goal, use it verbatim throughout.
- Only substitute when you have evidence from [BUYER_LANGUAGE] or [DISCOVERY_NOTES]
- Do not invent buyer phrases — if there's no match for an agency term, flag it and ask
- Mirror the buyer's terms for their team ('we', 'the studio', 'our shop'), customers ('clients', 'patients', 'members'), and problem (use their exact noun phrase)
- Keep substitutions consistent across the whole document — pick one and use it everywhere
- Don't downgrade clarity — if the buyer's language is genuinely confusing, propose a hybrid
Two parts: (1) translation map as a markdown table (Agency Term → Buyer Term → Evidence). (2) Rewritten proposal sections with substitutions applied, in markdown.Variables
[AGENCY_NAME]Your agency name[SERVICES]Services in the proposal[PROSPECT_NAME]Prospect company name[PROSPECT_INDUSTRY]Prospect's industry/vertical[CURRENT_PROPOSAL_TEXT]Paste the current proposal sections (especially scope and outcomes)[BUYER_LANGUAGE]Verbatim quotes from the prospect's call, emails, or RFP[DISCOVERY_NOTES]Your discovery call notes — terms for their team, customers, problem
Example input
Agency: LeafRoad Marketing — SEO | Prospect: Mendoza Family Dental, multi-location dental | Current proposal: 'We will optimize on-page elements across your sitemap and develop a content cluster strategy aligned with user intent to drive qualified traffic.' | Buyer language: 'New-patient calls are way down', 'we call them new-patient leads', 'our front desk is the bottleneck', 'we have 4 offices', 'we want to rank for the procedure pages, not the location pages' | Discovery notes: they say 'practices' not 'locations', 'patients' not 'customers'
Example output
**Translation map** | Agency term | Buyer term | Evidence | |---|---|---| | optimize on-page elements | improve the procedure pages | 'we want to rank for the procedure pages' | | sitemap | the 4 practice sites | 'we have 4 offices', uses 'practices' | | content cluster strategy aligned with user intent | content for the questions patients are searching | 'new-patient leads' | | qualified traffic | new-patient calls | 'new-patient calls are way down' | | location pages | practice pages | uses 'practices' | **Rewritten section** > We'll improve the procedure pages across your 4 practice sites and build the content for the questions patients are searching before they call — so new-patient calls go up without leaning harder on the front desk. **Flag for review**: you used 'qualified traffic' in 3 other places. Want me to swap those for 'new-patient calls' throughout, or keep 'traffic' anywhere it's about top-of-funnel?
Pro tips
- Record discovery calls (with permission) and pull verbatim quotes — paraphrased notes always lose the texture you need for this prompt
- If the buyer uses an unusual term for their customers (e.g., 'guests' for a hotel, 'members' for a gym), search-and-replace 'customers' throughout the proposal before doing anything else
- Mirror their team's structure too — if they say 'our shop is 6 people', don't write 'your organization'
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