Optimize · Proposal / Pitch Optimization
Rewrite a Proposal Outcomes Section for Specificity
Replace vague 'increase brand awareness' outcomes with specific, numeric, time-bound results the buyer can hold you to.
When to use
Use when your outcomes section reads like 'drive results' and 'unlock growth.' Run before sending any proposal where pricing is north of $5K/mo — buyers need to see what they're buying. Best when you have baseline data from the discovery audit.
The prompt
You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in turning fluffy outcomes into specific, defensible promises. Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Current outcomes section: [CURRENT_OUTCOMES] | Prospect's baseline metrics from discovery/audit: [BASELINE_METRICS] | Engagement length: [ENGAGEMENT_LENGTH] | Pricing: [PRICE] Rewrite the outcomes section so every outcome has (1) a specific metric, (2) a baseline number, (3) a target number, (4) a timeframe, and (5) a one-line 'how we get there.' Cut every outcome you can't make specific. - No 'increase', 'improve', 'enhance', 'optimize' without a number attached - No 'brand awareness' without a measurable proxy (branded search volume, direct traffic, etc.) - Tie every outcome to revenue or pipeline where possible - 3-6 outcomes max — more dilutes accountability - Each outcome ≤ 30 words Rewritten outcomes in markdown as a numbered list. Each outcome formatted: **Metric**: baseline → target by [date], via [1-line method]. Then a 'risk note' line per outcome flagging the biggest dependency.
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services in the proposal[PROSPECT_NAME]Prospect company name[PROSPECT_INDUSTRY]Prospect's industry/vertical[CURRENT_OUTCOMES]Paste the existing outcomes section text[BASELINE_METRICS]Current numbers from your audit (traffic, CPL, conv rate, MQLs, etc.)[ENGAGEMENT_LENGTH]How long the engagement runs (e.g., 6 months, 12 months)[PRICE]Total investment quoted
Example input
Agency: RouteSixty Marketing — paid search + paid social | Prospect: GableHaus Inc., B2B HVAC distributor | Current outcomes: 'Increase brand awareness in target markets, drive qualified leads through paid channels, optimize conversion rates across the funnel, and deliver strong ROI.' | Baseline: 142 MQLs/quarter, $310 cost per MQL, 8% MQL→SQL rate, 22% SQL→close, $14K avg deal | Length: 6 months | Price: $9,200/mo
Example output
## What You'll See in 6 Months 1. **Cost per MQL**: $310 → $210 by month 6, via search query cleanup + landing page test cycle (2/mo). *Risk note*: assumes we get edit access to the WordPress site by week 2. 2. **MQLs per quarter**: 142 → 230 by Q2, via expanding LinkedIn ABM to your 280-account target list. *Risk note*: depends on sales feeding back disqualifications weekly. 3. **MQL → SQL rate**: 8% → 14% by month 4, via tightened keyword match types + form qualifier fields. *Risk note*: requires we sit in on 4 sales calls in month 1 to calibrate definitions. 4. **Net new pipeline**: $0 attributed today → $1.8M sourced over 6 months at current 22% close rate and $14K AOV. *Risk note*: pipeline = SQLs × AOV; close rate held constant. **Cut from original**: 'brand awareness' (no baseline given), 'strong ROI' (undefined).
Pro tips
- If the buyer pushes back on a target, that's a sign to add a 'leading indicator' outcome (e.g., 'pages indexed') alongside the lagging one (e.g., 'organic revenue')
- Always include a risk note — buyers trust agencies that name dependencies upfront more than ones that promise the moon
- Save the outcomes you commit to in a tracker so QBRs become a scorecard, not a sales pitch
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