how to write a cover letter for a job proposal

How to Write a Proposal Cover Letter: Examples + Free Template

Posted by: Cinthya Soto

Proposal cover letters are brief overviews that introduce the more in-depth content of a proposal. Cover letters are normally the first page of a proposal, making them the first impression you will give and your first opportunity to convince the reader to work with you. These letters directly communicate with the client and set the stage for the following proposal details.

If your proposal cover letter is not convincing enough, the reader might not read your entire proposal and choose a competitor. That’s why understanding the do’s and don’ts of proposal cover letter writing is crucial. 

In this blog, we’ll teach you how to structure and write a proposal cover letter, what makes a good and a bad proposal, and we even provide a free downloadable template for your firm to use. 

What Is a Proposal Cover Letter? 

A proposal cover letter is a letter that accompanies an RFP response or bid submission. Its primary purpose is to introduce the proposal, explain its relevance to the recipient, and persuade the reader of the value and credibility of what’s being offered. It sets the tone for the entire proposal, so make sure it’s well-crafted. 

The cover letter needs to be persuasive and blow your prospect away because it provides a first impression. Since it’s often the first thing the recipient will see, it plays a key role in the recipient’s decision to even consider reading the full proposal. 

The cover letter is frequently the initial opportunity for your proposal to align with the reader’s objectives. While it goes on top of the proposal, it shouldn’t be confused with an executive summary that outlines the main highlights of your proposal. 

Why Your Proposal Cover Letter Matters 

Your proposal cover letter is made up of the most important paragraphs you’ll ever write because it’s the section everyone will read. That’s why it’s essential to nail it, or you stand the chance of losing the project. A cover letter helps busy clients decide if they’re interested in reading the complete proposal. Therefore, having a winning proposal cover letter is equally important as the actual proposal. 

The proposal cover letter gives you a chance to leave clients with a memorable first impression. While proposals lean towards factual information, cover letters offer a more personal touch. Establishing an emotional connection from the beginning significantly increases the likelihood of the reader engaging with your entire proposal. 

What Should Be on a Proposal Cover Letter? 

Though the specifics of your proposal may vary based on the nature of your offer and your sector, the proposal cover letter should consistently stick to the following structure: 

Contact Information 

It’s essential to include your contact details, including your name, email, and phone number, as well as your organization’s information such as its name, email, phone number, website, and even its social media handles. For bonus points, include the link to your LinkedIn profile in the heading too so the reader can get a deeper understanding of who you are. 

Make these details easy to find by placing them at the top or bottom of the cover letter, ensuring they’re in a bold and easy-to-read font so potential clients have no problem finding them. Using the company’s letterhead for the letter not only ensures the inclusion of this information but also gives a professional touch. 

Greeting 

This is your chance to introduce your company and what you do. It’s your first opportunity to make a positive impression and establish a connection with the reader. 

Begin with a concise statement about your company. This could be your mission statement, a brief history, or an overview of what makes your organization unique. This is your chance to highlight areas where your company excels, which helps you establish credibility. 

Additionally, highlight your primary areas of specialization or the main services/products you offer. This will give the reader a clear understanding of your role and what you do. 

Summary  

Often, decision-makers are drowned in proposals, and they might not have the time or patience to go through every detail initially. A concise summary ensures that they can quickly understand your proposal’s primary objectives and value.

You should provide details about your value propositions at a high level and connect how they meet your client’s requirements. By summarizing how your proposal addresses the client’s specific challenges or needs, you can instantly resonate with them, emphasizing that your solution is tailored to their situation.

Offer 

Continuing to the offer, this is where you should further explain how you can provide a personalized solution. Clarify to the client the unique value your solution brings to solve their problem. 

Having captured your potential client’s interest, you now have to focus on keeping it. Achieve this by highlighting the clear benefits that directly compellingly address their challenges, making it easy to understand. 

While you’ll be mentioning how your work will benefit the prospect, you should also explain what they will win from choosing to work with you. 

Here are some tips on how you can accomplish this: 

• Select the three to five primary attributes of your solution 
• Explain their advantages for your client in a concise statement 
• Be straightforward– This is what we provide. This is how it solves your issue 

References 

In situations where multiple firms submit proposals, having strong and relevant references can set you apart from competitors. It offers an added layer of reassurance to prospective clients about your experience and competence. Essentially, relevant references help the client understand why they should choose you over others. 

References also show the prospective client or partner that others have trusted you and that you’ve delivered results. By showcasing references from satisfied clients or partners, you demonstrate that you have been trusted in the past, which can solve any insecurity or concerns the potential client might have. 

Visuals 

Visuals aren’t a must for proposal cover letters. However, they can enhance its impact by emphasizing crucial information. If you have a designer on your team, you can incorporate graphics that highlight the key points of the letter. 

Some examples of what this might look like: 

• Highlighting a customer satisfaction quote in a different font to make it stand out 
• Using callout boxes to draw attention to your key value propositions (especially helpful for busy teams skimming the page) 
• Using the company letterhead
• Including the signature from a senior person at your company 

Conclusion 

Similar to introductions, many cover letters tend to focus more on the body content than the concluding paragraph. However, ending on a powerful note is as crucial as creating a compelling start. It’s recommended to conclude your cover letter by highlighting a significant benefit and the value your project will offer to the company. 

Additionally, when wrapping up your proposal cover letter, always encourage them to continue by reading the complete proposal.

How to Write a Proposal Cover Letter 

Now that you know the structure to follow on the proposal cover letter, it’s time to go into the details of how to write a proposal letter. 

Powerful First Sentence 

Starting with a powerful opening sentence can grab the reader’s attention immediately, encourage them to continue reading, and make your proposal stand out among the endless others they may have received. It’s beneficial to use impactful verbs and straightforward wording to ensure your initial sentence remains engaging and brief.  

Demonstrate You Understand the Problem 

In any proposal, it’s essential to demonstrate to your client that you understand the problem they’re facing. Highlight their goals and the reasons behind your collaboration. Present the company’s challenges in an easily comprehensible manner. Dedicate a section to focus on the company’s concerns, and later in the cover letter, you can introduce the proposed solutions. 

Offer to Discuss the Proposal Further 

Before ending your cover letter, you should stress your readiness to dive deeper into the proposal and address any questions or concerns the reader might have. Additionally, this serves as a chance for you to propose a face-to-face meeting with the potential client to further increase your chances of landing the project. 

Thank the Issuer for the Opportunity 

In the cover letter, you have the opportunity to express gratitude to the proposal’s recipients. Recognizing their participation in the process and expressing appreciation for the opportunity not only demonstrates courtesy but also signals to all reviewers that you’ve closely read the RFP guidelines. 

Persuasive Closing

After completing the structure and details of your proposal cover letter, end with a persuasive closing demonstrating your understanding of the next steps. Clients want to understand how you’ll assist them in achieving their objectives and the next steps for moving forward. This demonstrates to them that you can simplify the process by detailing the necessary steps to advance. 

As mentioned earlier, you’ll want to encourage the reader to read the entire proposal. However, you should also mention the opportunity to discuss the proposal further. Some examples of what this might look like include: 

• “We look forward to the opportunity to discuss our proposal further.” 
• “Once you’ve had an opportunity to review our proposal, please don’t hesitate to reach out and follow up with any questions.” 
• “Our team will be following up in a week for an update and see if there are any additional ways we can support your team. “

Signature 

Don’t forget to include a signature! But who signs it? Who signs the proposal cover letter varies based on different factors. The person who has the relationship with the client is in charge of the strategy, and probably carried out the research leading to the proposal is typically the one that should sign the proposal cover letter. 

However, it’s recommended that you have the proposal cover letter signed by the individual with the highest authorization level, ideally someone the client knows. 

Otherwise, you should consider having the executive director of your organization sign the cover letter and include their contact details for professionalism. People to consider for signing the proposal cover letter include: 

• Executive director 
• Account manager  
• Executive of executives 
• CEO (a strategy used by small firms or when the RFP represents a large portion of a responder’s annual revenue) 
• Someone with a senior title 

What Makes a Good Proposal Cover Letter?

So, now we know how to structure a proposal cover letter and how to write one, but how can we make it stand out? Here are some tips you should follow to craft a good proposal cover letter. 

Capture Reader’s Attention Early 

Within the framework of a proposal, the first paragraph is the best chance you have to catch your reader’s interest. This means the introduction is one of the most essential parts of your proposal cover letter. It’s crucial to catch the reader’s attention immediately, so think of an engaging way to introduce yourself and your company. You can do this by finding a way to relate to them or showing that you understand their needs. 

Mirror Clients’ Words and Phrases 

When writing a proposal cover letter, it’s essential to align your language with the client’s terminology to show that you understand their needs. Failing to do so might not only display a lack of alignment and agreement. 

Prioritize the Prospect 

A common mistake is making a proposal letter about yourself. Clients aren’t focused on your achievements or your professional journey. They want to understand how you’ll assist them in reaching their objectives. Therefore, the cover letter should focus on how you plan to help the client in reaching their objectives.

If you do want to mention special company achievements, make sure they are relevant to your client’s objectives and provide value. 

Get Straight to the Point

Keep it simple. Be clear and avoid any uncertainty. Being unclear can break trust quickly. So, gather all your information before writing, so you don’t sound unsure. Make sure what you write is accurate. You’re the expert. Write confidently and avoid wasting your client’s (or your) time by putting unnecessary information in your proposal cover letter. The goal is to have clients read to the conclusion and sign. 

Stand Out From the Competition

The proposal cover letter shows that you understand the client’s worries. It helps you be different from others and encourages clients to read your entire proposal. After reading the cover letter, they can then look at the more detailed parts.

Moreover, the proposal cover letter is your first chance to highlight your value proposition and what makes your offer unique compared to others. For the cover letter, you should focus on how you can distinguish yourself from competitors.  You don’t want to “sound” the same as the competition. 

RFP Cover Letter Mistakes to Avoid 

Now that we’ve seen what makes a cover letter good, let’s take a look at what makes a cover letter bad. Here are the proposal cover letter mistakes to avoid. 

Repeating the Executive Summary 

Avoid repeating content from the executive summary within your proposal cover letter. Each document — the executive summary, proposal, and cover letter — should be separate. Repetitive information can damage the impact of your message and possibly bore or discourage the reader. 

Not Utilizing the Right Software 

When creating RFP responses, you need to manage digital assets while keeping everything accurate and up to date. With the right software, like a DAM system , you can store and manage all your project images, videos, and other media in one place. This makes it easy to find and incorporate the most relevant and impressive visuals into your RFP to make it more compelling.

With a DAM, you can quickly search, access, and integrate assets from the software directly into your RFP documents. This means that with the right DAM integrations for your industry, you can create documents in seconds with pre-designed templates. 

Additionally, a DAM helps ensure that all images and media used are in line with your brand guidelines and accessed by the right people. 

TIP: Want to know more ways a digital asset management (DAM) system can help you create RFP responses and win more clients? Read our Ultimate DAM Guide now. 

Not Reading the RFP Multiple Times

Overlooking details is the first challenge in the RFP response process. The data presented by the client within the RFP serves to guide and inform your proposal. Hence, it’s crucial to carefully review the RFP multiple times to ensure all essential elements are seen and there is no critical information missing. 

Moreover, if you don’t follow the client’s RFP guidelines, they’ll most likely ignore your response, and all your effort will be lost to those who did thoroughly read the RFP.

Not Understanding the Client’s Needs 

This might seem like a general mistake, but it’s a big one. If you don’t understand what the client wants, your whole response won’t matter. For this reason, you need to read the RFP carefully to know what the client looking for. Don’t send a proposal that’s missing details or doesn’t match what they need. 

Making the Length Too Long 

Your cover letter should always be one page unless you’re dealing with a long proposal of 100+ pages. If you do end up with a longer cover letter, it might be because you are including too much detail. Instead of describing every detail of your proposal (save that for the executive summary), focus on the top three aspects that will catch the reader’s attention. This will leave the reader wanting to know more, encouraging them to read the entire proposal.  

Proposal Cover Letter Examples 

It’s time to take a look at good proposal cover letter examples to help you further understand what is expected. 

Construction Proposal Letter Example 

Here is a construction RFP response cover letter example that works: 

Source: Examples   

Architecture RFP Cover Page Example

Here is an architecture RFP cover page example that works: 

Source: Utley Strategies 

Engineering Cover Letter for a Proposal 

Here is an engineering cover letter example that works: 

Free Cover Letter for Proposal Template 

Below, you can download a FREE proposal cover letter template made for the AEC industry from OpenAsset partner and proposal writing guru, Rachelle Ray. Just enter your name and email for immediate access.

AEC Cover Letter Template

Responding to an RFP? The downloadable RFP cover letter sample has the structure you need for a proposal cover letter that wins more clients. 

How to Create Quality Proposal Cover Letters Every Time 

Creating quality proposal cover letters every time isn’t an easy task. However, as the #1 DAM for AEC and Real Estate, OpenAsset can help you find, share, and use the digital assets you need to create high-quality AEC proposals quickly and easily. 

With dozens of integrations and useful features, OpenAsset makes it easy to share and manage the heavy amounts of digital assets needed to create winning proposals . 

Get your free downloadable proposal cover letter template today. And if you’d like to learn more about our DAM technology, you can reach out to one of our digital asset experts today to schedule a demo . 

Get OpenAsset DAM Insights

How to Create Winning Proposals

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5 Simple Steps to Writing a Better Proposal Cover Letter

From getting the prospect’s attention to showing you have the right solution, your proposal’s cover letter has a big job to do. I’m breaking down 15 examples to show you how to create your most persuasive cover letter ever, one that makes prospects excited to read on and sign on the dotted line.

11 min. read

Proposal cover letters.

Does that phrase strike fear in your heart? Or at least give you some anxiety?

From job applications to business proposals, writing a good cover letter, executive summary, or some other introduction isn’t easy.

So, this post will give you an easy-to-follow five-step process to create a killer CUSTOMIZED cover letter for every proposal you send out.

A proposal cover letter is important. It’s your proposal’s first impression with your prospect. It sets the tone, for better or for worse. And writing it can sometimes provide clarity on what should or shouldn’t be included in your proposal.

It shouldn’t be something you slap together before moving on to the ‘meat’ of the proposal or a dull fill-in-the-blank exercise that ends up sounding more canned than Campbell’s.

No more chunky and clunky cover letters.

But, at the same time, you can’t spend hours upon hours crafting a bespoke one. You have a deal waiting on that proposal to get done.

So, what you need is a good writing formula.

I’m borrowing from the outline that my colleague Jennifer set out in her proposal executive summary post . She knows what’s up, having written dozens of cover letters/executive summaries during her time in the digital agency world.

If you’re looking for the why and when, plus some dos and don’ts, of writing one of these bad boys, be sure to check out her post.

Now, let’s dive into the who, what, where, and how here, including some examples.

Executive summary vs. cover letter

What do these phrases actually mean?

It’s tricky because the terms ‘executive summary’ and ‘cover letter’ are sometimes used interchangeably in the world of proposals.

I mean, I just used both in the intro to this very post.

Me taking a photo of the culprit.

You might also hear other terms, like overview or introduction, being tossed around for this piece of proposal writing. But rest assured we’re all talking about the same thing.

Technically, there is some nuance to how each of these sections function in a B2B proposal.

First, a proposal cover letter and an executive summary have some things in common:

• They should appear at the beginning of your proposal.
• They should be one page long, maximum.
• They should be prospect-focused.
• They should NOT be overly sales-y or pitchy.
• They should NOT be a detailed rehash of the entire proposal.
• They should get the recipient excited to read on.

Now, here’s where they differ.

What is a proposal cover letter?

A proposal cover letter:

• Is more conversational.
• Is formatted as a letter with salutation and sign-off.
• Doesn’t contain strategy or execution.
• Can be more persuasive (like how a cover letter for a job mentions why you’re the best person for it).

What is a proposal executive summary?

A proposal executive summary:

• May be formatted as a statement.
• Tells the story of how you provide solutions for your clients and the impact (evidence) of your solutions.
• Stays quite high-level.

Sometimes a prospect will specify that your proposal should include one or the other or both, like when you’re responding to an RFP . However, if there are no client specifications it’s up to you which one you include, how you write and structure it, and what you want to label that section in your proposal document.

Okay, now let’s get writing—with some examples to help you visualize the steps and tips.

How to write a cover letter for your proposal in 5 simple steps

One of the hardest aspects of writing a cover letter is including all the information you want to convey while keeping it as brief as possible and being compelling or even entertaining at the same time.

It’s okay. Here’s how to achieve all that in just five steps.

Step 1: Get their attention Step 2: Show you understand the challenge Step 3: Show you have the right solution Step 4: Show your work Step 5: Tell them what’s next

Step 1: Get their attention

“Snoozefest Co. is excited to submit this proposal to you.”

Are they though?

It reads more like this to a prospective client: “Snoozefest Co. is going through the motions in this proposal intro so we can cash your cheque.”

This is the very first thing the prospect will read in your business proposal! It needs to grab some attention.

Here are some examples of more impactful ways to open your cover letter.

Cover Letter Example 1 - Business consulting

Cover Letter Example 2 - Electrical

Cover Letter Example 3 - Public relations

Why these examples work

They put the focus on the client.

Congratulate them on a recent (relevant) company achievement. Show that you get what it’s like to be in their shoes . Offer up a fun fact or industry statistic that signals you’re already thinking about their market niche.

They build curiosity.

Segue your way to success. Each of these first paragraph examples creates build-up, curiosity, and excitement for what the prospect will read next and throughout the rest of the proposal. Ask a question. Don’t give away all the answers just yet. (what is the “light at the end of the tunnel”?)

They start to allude to the pain point.

You’ll go more in-depth into the challenges you’re solving in the next few paragraphs but it’s good to get it out there up top. It could be more explicit, like in example 1 (how to go from good to great when you’re already at capacity), or it could be more subtle, like how the specific mention of “heritage home” starts to set up the challenge in example 2.

Step 2: Show you understand the challenge

Sometimes when we write, we gloss over the pain point. It can be awkward to write about the challenges someone is facing in their professional life; you don’t want to suggest they don’t know what they’re doing or they’re not good at their job.

In a cover letter, though, it’s essential to dig into the ‘pain point’ they’re feeling in order to close the deal. Showing you understand the obstacles they’re facing is the best way to position your company as the only solution to their challenges. (See Step 3.)

But avoid any urge to make it about you. It can come off as “Look how smart I am!” Again, turn it back to the prospect. A good way to do this is to make sure you use the word ‘you’ more than ‘I’ or ‘we’ in this section.

Cover Letter Example 4 - Legal services

Cover Letter Example 5 - SaaS/Social

Cover Letter Example 6 - Insurance

Why these examples work:

They say what the prospect is likely thinking.

Show you understand all aspects of the prospect’s challenge by bringing up objections before they have a chance to, and then knock them down. Legal advice is too expensive and complicated? Not when you partner with us!

They’re complimentary.

Butter your prospect up a bit. They’re not experiencing these challenges that you understand so well because they’re bad at their jobs. No, maybe it’s just a resourcing issue! Like in Example 5, you can position your team as the experts who take challenging tasks off people’s plates.

They show off the benefits of doing business with an expert.

Give them peace of mind. You’ve done this before and this isn’t your first rodeo. You see and understand the full challenge so you can help clients avoid problems before they crop up.

Step 3: Show you have the right solution

Okay, NOW you can talk about yourself. With a few cautions:

• Keep it relevant. Your company’s Best Float win at the local parade is cool and all but now’s not the time.
• Keep it concise. It’s time to ‘elevator pitch’ your solution.
• And keep it upbeat without overhyping. You want your solution to sound attractive, but don’t write cheques with your cover letter that the rest of the proposal can’t cash.

Cover Letter Example 7 - Solar

Cover Letter Example 8 - Web design

Cover Letter Example 9 - PR

They keep things high-level

No need to outline the eight different ways you’ll test their website or every single PR tactic you’ll use. This isn’t a book report on your proposal.

They still stay specific.

“Public relations...creates and maintains your public image, and positions you as a leader in your industry” is better than “we make you look good”.

But notice that these examples don’t use jargon. If a jargon-y phrase is used, like responsive design, it’s immediately explained in a non-technical way. Stick to plain language like this, unless you cater to a highly-specialized specialized audience that will understand acronyms and look for that industry-insider lingo.

They show how you’re putting everything on the table.

Look at how these cover letters talk about the sales document they’re about to read over. For example, the proposal is not just a package; it’s a “comprehensive package”.

It’s the difference between presenting the proposal as ‘here’s some info’ and ‘we’re presenting you with all the details, including facts and figures’. Let the reader know that your proposal gives them everything they need to make an informed decision.

Step 4: Show your work

Time for a not-so-humble humblebrag .

Maybe it’s a team skill set you’re known for. Or some original research you’ve done that would resonate with this prospect.

You could showcase how your company is a power-player in your niche via previous work you’re especially proud of or awards you’ve received. Or give a quick preview of your proprietary process.

Basically, the information you include in this paragraph should provide an answer to the question on every prospect’s mind: why should they work with you ?

Cover Letter Example 10 - Exterior pressure washing

Cover Letter Example 11 - Content marketing

Cover Letter Example 12 - Construction

They give the references some ‘meat’.

If you’re talking about existing customers, don’t just name drop. Highlight some impressive outcomes you’ve achieved for them as well. For example, they didn’t just construct a building at NYU, it’s an award-winning building they built at NYU.

They cite the facts.

If there’s a specific accreditation that clients will need to know about (i.e.: are you licensed, bonded, board-approved, etc.?), now’s the time to mention it. Basically, anything that would differentiate you from competitors. In a market dominated by big national brands? Talk about how your business is family-run. Or vice-versa.

They go granular but don’t get into the nitty-gritty.

Again, be as specific as possible without going into too much detail.

Talking about “our process” is okay. But “Our four-step process” is an ideal amount of information for the purposes of this cover letter since you’re going to explain the steps later on in the proposal.

Step 5: Tell them what’s next

Your sales team wouldn’t end a sales call without discussing next steps. Your proposal cover letter is no different.

The closing is your chance to set expectations, either for the prospect or yourself. Don’t forget that you have to keep your end of the bargain. If your cover letter says you’ll follow up with them in a certain amount of time, for Pete Campbell’s sake, do it.

(Bonus: If you’re using proposal software, you’ll be notified when your prospect opens your proposal so you can perfectly time your follow up.)

Cover Letter Example 13 - Construction

Cover Letter Example 14 - Financial Services

Cover Letter Example 15 - Public Relations

They show how the vendor and the prospect together.

Why will this specific partnership work? You’ve talked about them, you’ve talked about yourself, now it’s time to talk about why you’ll go together like a square-hole colander and quinoa. (A square shape keeps the round grains from falling through while you’re rinsing it. Obviously.)

They ask for the sale.

You’ve refrained from selling throughout this cover letter. Now’s the time to ask for the close. Don’t shy away from presuming that you’ll be the winning proposal, that you “hope” they’ll pick you.

They talk about the next steps.

What literally happens next? Should they sign now? Will you be meeting to walk through the proposal before a signature is expected? Are you going to follow up with them? Let the reader know what’s expected of them and what they should expect from you.

A quick caveat before you rush off to write your proposal

There you have it. And now you just plug these pieces into your cover letter and copy these examples word for word and…

Not so fast.

The 15 example snippets above are all pulled from our proposal templates , all written by professional writers. Templates and samples like these are amazing starting points. But they aren’t the end-all, be-all.

Notice that all these samples are written in a slightly different voice? How you word your proposal if you’re in legal or financial services might be different than how you would write one in the marketing industry or the world of pressure washing.

And how YOU word your proposal should be consistent with your brand voice, including language, tone, and style . The information you include should speak to YOUR ideal customer. Remember, the cover letter is your proposal’s first opportunity to persuade your prospect that you’re the best choice to hire.

Conversions don’t come from canned, uncustomized content. Use these steps and examples as the catalyst for your own authentic version of a pitch-perfect cover letter for your proposal.

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How to Write a Job Proposal (and Land the Role You Want)

Use this strategy to pitch yourself to employers

A job proposal is a detailed document, typically three to six pages, that outlines why you’re a good fit for a role. It’s different than a cover letter in that it’s typically not a part of a formal application process.

• A job proposal is something you write and share with the hiring manager, or another contact you’ve made at the organization, either to get your foot in the door or to secure a job after a round of interviews.
• You can also use this technique if you already work at a company and want to transition laterally, be promoted, or propose an entirely new role.
• Your proposal should include: Why you want the role and why you have the skills and experience to add value. It should also signal how deeply you have thought about the organization, its needs, and how to address them.
• It’s typically best to send it to a direct contact at the organization, either along with your thank-you notes after an interview, or to a recruiter or employee you’ve connected with via LinkedIn.

Years ago, when I was trying to transition from a job as managing editor at my family’s newspaper into the corporate world, I was doing a lot of informational interviews. One executive said to me, “You’re really smart, but there are a lot of smart people out there. How are you, specifically, going to add value to my company?” It was a turning point for me. I realized that employers needed more than a strong resume to hire me. They needed me to show them how I’d add value to their organization and why, together, we would make a good team.

• JP Julie Pham , PhD is the founder and CEO of CuriosityBased , an organizational development firm, and the author of the best-seller, 7 Forms of Respect: A Guide to Transforming Your Communication and Relationships at Work . She is a sought-after speaker, an award-winning community leader, and was a Gates Cambridge Scholar at Cambridge University and a Haas Scholar at the University of California, Berkeley.

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How to write a proposal cover letter [with example]

Why you need the ultimate library for your rfp responses.

Selling & Enablement

Updated: Mar 1st, 2024

Like the devilishly tempting Hostess Ding Dongs treat, a proposal cover letter has to be short, sweet, and dense. Unlike that aforementioned hockey puck of delectability, proposal cover letters cannot be mass-produced. To write a proposal cover letter with nary a wasted word, you first need to understand its strategic significance in the overall proposal.

I’ve spent more than 17 years on proposals and have written hundreds of proposal cover letters. When I started, we printed out proposals and created huge binders to share with reviewers. Reviewers would open the binders to see the proposal cover letter, then an RFP executive summary , and then dig into the proposal itself. Binders are part of a bygone era; there’s been a big digital shift since I started.

Requests for paperless submissions and the growing popularity of online portals has altered the strategic significance of the proposal cover letter. It’s gone from a “must-have” element, to a “nice-to-have” one. My background is predominantly healthcare and insurance. Anecdotally, maybe only 30% of requests for proposals (RFPs) in healthcare and insurance request executive summaries while most volunteer that a cover letter is optional. If they give you an option, take it.

Some online portals don’t even give you an opportunity to include extra documents like cover letters. In such cases, you now have to include the cover letter as part of your proposal PDF. At the same time, RFPs are more complex than ever, requiring more details in submitted proposals. Issuers expect you to have your content in order, and a lot of it.

Speaking of issuers and what they’re looking for in proposal cover letters: They don’t need information that they can find on your website, that they can Google, or that sounds canned. They want to make sure you’ve reviewed the RFP requirements, and it’s absolutely essential to hit them with that up front, in your proposal cover letter. Especially if your solution meets all of the issuer’s requirements. Emphasize that fact simply and directly.

What is a proposal cover letter?

The proposal cover letter is meant to frame up your RFP proposal. It’s not a rehashing of the proposal or executive summary . It’s a vehicle to thank the issuer for the opportunity to respond, to say, “We’ve seen your business requirements and composed this proposal because we think we’re the best partner for you.” Think of it as the bow on your RFP proposal package.

Whether paper, PDF, or stone tablet, one thing that hasn’t changed about the proposal cover letter is that it’s your first opportunity to declare the value propositions that differentiate yours from competitive proposals. These value props will be the threads that weave through your proposal, from cover letter, to executive summary, to answers to questions.

As far as length, I aim for a page and a half when I write proposal cover letters. Try to keep it under two. Go longer only if a template or specific framework for the cover letter is provided by the issuer, which is sometimes the case in government RFPs.

Why a good proposal cover letter matters

RFP reviewers will be looking for deviations in responses. Deviations among responders as well as deviations from their (the issuers) requirements.

When you can write a cover letter and state, “After reviewing the RFP, we are confident that our solution meets all requirements and detail that fact in our proposal,” you make a compelling argument for reviewers to concentrate on how your proposal illustrates how you solve problems. They’ll notice cover letters that do not mention something that direct, and will review those proposals to look for where the solutions fall short.

When should you write the proposal cover letter?

It’s page one so it should be written first, right? Not necessarily. I’m a proponent of writing the executive summary first, the cover letter second, and then building the proposal. Certainly review the RFP first so you can determine what it’s asking for. But don’t just jump into a response from there. Take the time to establish the value props that will make it a cohesive proposal.

Writing the executive summary first helps you formulate your argument and determine which content you’ll need for the proposal. Once you know what you need to be persuasive and how you can solve the issuer’s problem, then you can develop the three-to-five value props (I try to boil it down to three solid, unique value props) that you can define in the proposal cover letter.

Who signs the proposal cover letter?

Notice I didn’t title this section, “Who writes the proposal cover letter?” The person who writes it and the person who signs it may not be one and the same.

If your proposal team is fortunate enough to have a dedicated writer, then have them write the letter based on input from the frontline sales rep. Whoever writes the letter must be fully informed of response strategy and have intimate knowledge of the proposal and executive summary. Strategy, voice, and style need to be consistent across all documents (cover letter, executive summary, and proposal).

Who signs it depends on a variety of factors. In most cases, the frontline sales rep will sign the proposal cover letter. They have the relationship, own the strategy, and likely conducted the discovery that informed the proposal. However, it’s not uncommon for an executive sponsor such as a VP of sales to sign. The thinking being that executive reviewers may appreciate seeing a proposal that’s been vetted by a fellow executive.

There are also those cases when the executive of executives, the CEO, signs the letter. There are two common scenarios for this play. One, the RFP may be large enough to represent a significant percentage of a responder’s annual revenue. Two, the responding organization is concerned with appearing relatively small, and in an effort to improve its stature, seals the proposal with a CEO’s signature.

There’s definitely some gamesmanship at play here. Even so, the name on the letter will never overshadow the content of the proposal.

7 steps to write a proposal cover letter

The compact nature of the proposal cover letter makes it difficult to fit everything in one or two pages. Good writers are valuable assets in these instances. Every proposal cover letter should contain the following sections:

• Thank the issuer (and broker, where applicable) for the opportunity.
• Recite your understanding of the opportunity to validate that you reviewed the RFP requirements.
• List your abilities to meet requirements. If you can meet all of them, lead with that fact.
• Describe your value propositions. You’re trying to portray that, “This is what we bring to the table, and that’s why we’re the best choice.”
• Provide a high-level future snapshot of what business will look like after your solution is chosen.
• Conclude with a persuasive delivery of your understanding of next steps: “We look forward to the opportunity to discuss our proposal further.” Show that you’re able and willing to move forward in the sales lifecycle.
• Sign it from the frontline sales representative or executive sponsor. This should not look like a form letter from the organization as a whole.

3 common mistakes to avoid

Beyond the mistakes of not including a proposal cover letter at all or writing one that’s too long, proofread your next letter for the following mistakes before sending it.

• Avoid repeating anything from the executive summary or proposal. Those documents need to live on their own, just like the proposal cover letter.
• Don’t waste space with your resume. Something like this… Responsive’s growing list of 600+ clients including 40+ Fortune 500 organizations continue to take advantage of our one-of-a-kind Unlimited User licensing model, expanding their usage on the platform to scale organizational success. With Responsive as their team’s support system, every day they break down silos by facilitating collaboration and efficiency in their RFx response process ….is boilerplate that can appear elsewhere in the proposal or not at all, given that it’s likely available to the issuer on your corporate website.
• If a broker is involved, thank them, too. The proposal cover letter is also an opportunity to directly address the issuer. This can be particularly valuable when a broker is involved. Some issuers rely on RFP brokers to sift through responses to make sure only the best possible solutions get serious consideration. Ignore these brokers at your peril. While the response and executive summary will address the issuer and the problem at hand, the cover letter is where you can give a nod to the broker. Acknowledging their involvement in the process and thanking them for the opportunity as well will at the very least alert all reviewers that you paid close attention to the RFP requirements.
• Don’t guess. Make sure you or someone on your team does the legwork and discovery to inform your response strategy. The more you have to guess, the longer the letter will take to write.

Proposal cover letter example

Feel free to use the proposal cover letter example below as a template for your next letter. One of the many advantages of proposal software such as Responsive is the automation of the cover letter process. Don’t get me wrong, you still have to write it, but RFP software helps:

• Access and write in the template within the platform (no need to toggle back and forth between a word processor and whatever application you’re using to build your proposal)
• Include identical brand elements as the proposal and executive summary
• Add the cover letter to the front of the proposal and/or executive summary when you output it for submission

When you use the following example, you’ll need to swap out the RFPIO-centric items with your own company and solution information as well as the custom value props for that specific proposal. The three value props highlighted in the example are Salesforce integration, data security, and customer support. For your letter, these will be specific to your solution and the problem stated in the RFP.

Hi [Issuer(s) first name(s)],

Thank you for considering Responsive as your potential vendor for RFP automation software. We are cognizant of the effort it takes to make a selection like this, so we very much appreciate the opportunity. First and foremost, Responsive meets all of the requirements detailed in your RFP. That’s illustrated in greater detail in this proposal. In the meantime, the following capabilities make us confident that Responsive is the most qualified company and solution for [issuing company name’s] [RFP title].

• Helping businesses improve and scale their RFP response process for greater efficiency. The time and resource savings reported to us from our clients has allowed them to participate in more proposals and provide high-quality responses that create additional revenue opportunities.
• Automating the import and export functions, centralizing content for RFPs, and facilitating collaboration among key stakeholders.
• Managing knowledge and content through our AI-enabled Content Library .
• Giving clear visibility into the entire RFP process through reports and dashboards—including project status and progress, and analytics for actionable insights.

We know that it’s important for [issuing company name] to find a solution with a strong integration with Salesforce. This proposal details Responsive’s integration with Salesforce , and how it will work for you. In addition to that, Responsive’s open API allows for integrations with many other technologies for cloud-storage, collaboration, and other desired platforms.

We also take your data security concerns highlighted in the RFP very seriously. You can be assured that your data will be safe and accessible. We work with a variety of enterprise customers and understand the necessary level of security that is required. From the beginning, we made it a priority to build security right into Responsive’s technology, which we continue to maintain. We are SOC 2 and ISO27001 certified, while continuing to pursue other best-in-class certifications to ensure security.

Regarding your requirement for ongoing support following implementation: When it comes to customer support, our technical and account managers are high performers. We have an expert group of 110 nimble programmers and developers who are always ready to provide quick technical fixes (that you can request right within the solution). Our reliable and attentive account team is ready to fully support [company name] should we move forward as your vendor.

Upon deploying Responsive, it’s intuitive user experience is simple to get used to. You’ll also get free access to Responsive Academy for all your training needs, now and in the future. Getting started is as simple as loading that first project. The whole team will be collaborating from there. As your Content Library grows, machine learning will provide more and more automation opportunities. It won’t be long before you see a drastic uptick in proposal quality and number of proposals submitted.

If you’re interested in comparing our solution to other comparable tools, we recommend that you visit software review platform G2 Crowd’s top RFP Solutions grid . This information is based on user satisfaction and places Responsive at the top in all categories.

We look forward to the opportunity to discuss our proposal further. We appreciate your consideration, and wish you luck on your selection.

Thanks, [Signee’s name] [Signee’s title]

You should have it “cover”-ed from here

If you’ve done your research and client discovery, and you know the value props specific to the RFP that you’ve already reviewed, then letter writing will go fast. The better you know the client and people involved, the easier it is going to be for you to tailor the proposal cover letter, the executive summary, and, most importantly, the RFP proposal.

To learn more about how Responsive can help you write better proposal cover letters, schedule a demo today!

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How To Write a Killer Proposal Cover Letter

In general, the three pieces of your proposal that will be read and examined properly are:

• Cover letter / Introduction / Executive Summary

This isn’t a guess. Hundreds of thousands of proposals have been sent using our software Better Proposals and we’re able to pull together statistics from that. We’ve learned that most of the time people spend on a proposal is in those three areas.

This is the meat of your proposals and the content your customer is most interested in. Make their agreement process easy by spending some extra time on these sections. 

Of course, when using Better Proposals, the extra time  isn't a lot since we speed up your proposal process and give you more time to spend on the creative process. 

Digging Deep

That said, the most important thing to include in your proposal letter is that you understand the reader's needs and long-term goals.

This extends beyond simply telling them that they want a quote on a [fill in the blank]. 

In your meeting with the prospect, you should be digging deep into why they really want it. What are the underlying reasons behind it?

I've spoken about this in this video detailing why most people write their introduction or cover letter wrong.

Try to understand the benefits they expect you to bring them, their budget and whether they have some examples for the solution they want you to provide.

You should know all of this before you even start writing your proposed solution.

Let's look at an example

Your client might say “we need a new website because ours is outdated”. Okay, but what will an up-to-date one do? “Bring us more leads”. Okay, so what you really want is more leads.

You see? And you can go far deeper.

“What’s wrong with the number of leads you’re getting at the moment?” “Why is that even a problem?”

What you might find is that they’re scared their new competition across the road is going to put them out of business in a year if they don’t act fast. Now you have the information you need.

At this point, your proposal letter is about addressing the REAL fears, situations and options rather than at just a surface level.

Clients love to hear their own words in your proposal letter. It gives them confidence in their choice and shows them that you listened.

Now, the rest of your proposal is going to contain details about your plan, your pricing, why you’re different and your case studies. That's what all the best proposal examples include.

If your proposal letter addresses their real issues then you can guarantee that it's going to be read cover to cover.

What is a cover letter?

In the world of business proposals, a cover letter is the initial part of your proposal where you explain that you know the client’s situation and you know exactly how to solve their problem.

The best proposal letters I’ve seen weren’t written with amazing language. What made them stand out is that the person writing them listened carefully to the client before sitting down and writing the proposal letter. 

They highlight how their process will help the client achieve their long-term goals. 

My advice is to use simple language all through your document. Avoid technical jargon and make sure that the client understands everything that is being said.

After all, they will have less technical knowledge than you and also, people tend to mistrust things they can't understand. 

Why do you need a cover letter?

Simply put, the client reading the business proposal needs to get engaged to read the whole thing before signing.

You could just give them a detailed specification right from the bat, but that will make the client too focused on numbers and specific results.

The proposal letter shows them that you’re listening and it gets them “hooked” to start reading.

After they’re done with the cover letter, they can move on to the more technical bits in the detailed specification.

Make sure to keep your proposal letter short, not longer than one page. You should keep your client in mind when you write a proposal letter. Don't expect them to give you too much of their time. 

The connection between a cover letter and a business proposal?

In general, the cover letter is the part that comes before the actual business proposal. Sometimes, this is called a cover letter but we prefer calling it the introduction.

In other words, the cover letter is the first and perhaps the most important element of a business proposal.

Every good business proposal needs to have an introduction. We talk about introductions quite often in our articles, but don’t get confused - it’s the same thing as a cover letter.

The elements of a business cover letter

There are several things that every great cover letter needs. Here are a few to get you started:

• You need to talk about the client - not yourself. Don’t brag about your projects, awards, portfolio, etc.
• Talk “back” at the client - use their own words and expressions from your meetings and discovery calls
• Don’t get too technical - leave that for the next section
• Keep it short and to the point - the aim is to get clients to read through to the end and sign.

When addressing the problem at hand, don't place the blame on your potential client. They know that there is an issue that needs fixing and that's why they asked you for a business proposal. 

You're here to fix the issue, not dwell on it. Keep your introduction positive and set your client up for a good reading experience. 

The cover letter structure

While the content of your proposal will depend on the offer and your industry, the proposal letter should always follow this guide.

Opening sentence

This is the most important part of your proposal. I personally prefer to hit them on the head with a sledgehammer and get right to the point.

Shock them into reading on and learning more. Here's an example using a website design quote:

“You’re busy so I’ll get to the point. The purpose of your new website is to generate enough leads to give your sales team such an easy job they crush your competition without even trying. I’m aware that sounds obnoxious but the rest of this document will explain where that confidence comes from. The website is a means to an end. Anyone can make you a new website but what you’re after isn’t just a pretty picture. You need results and that’s what we do. We’re a results based company and ultimately so are you.”

You're saying something strange. You're suggesting that the website isn't important - that's supposed to be your core skill (in this example), but what happens when you do this is you come across like you're telling them something they shouldn't know.

Like it's a secret.

What happens when someone tells you a secret? You trust them.

Vibe of the letter

The vibe should be direct and void of any indecision. Nothing breaks trust faster than indecision.

This is why it's so vital that you get the information you need beforehand so you're not writing with 'maybes', 'sometimes' and 'ifs' in your voice.

Be sure about what you're saying.

You are the expert. Write like one.

Another mistake that people often make is focusing too much on themselves in the proposal letter. Your client doesn't care about your accolades and what inspired you to go into your line of work. 

Think about it like this. If you reach out to a cleaning agency, you would want to receive a proposal that outlines their services and prices. 

You're not looking forward to reading a proposal letter that explains how the owner got their passion for cleaning. 

The clients want to read about how you'll help them reach their goals and what your next steps are.

When you're closing your proposal's cover letter , always invite them to read the rest of the proposal.

Without fear of it sounding generic, I always like to see people pointing their readers in the way of the case study they've included. It proves that you are the perfect company for the job .

It's a nice lead-on.

Proposal letter template

Now that you know exactly what to write in your executive summary, let's see it in action in this proposal letter example. 

When you use Better Proposals to create and send business proposals, you severely speed up the whole process. 

Since all of our documents are web-based, they get sent as secure links to your clients. Once they open the business proposal, they get treated to a beautifully designed cover page. 

It helps you give a good first impression. 

After the cover page, your client will open the introduction page. If you received a formal request for proposal (RFP), you'll know exactly who to address. 

Once you do that, highlight your reason for sending the proposal - i.e. the problem at hand and your solution for it. 

As you can see in our proposal letter template, you should keep it brief and get straight to your points. 

Since you won them over with a great first paragraph, you can continue your proposal introduction by addressing the process you plan on using. 

After you write a proposal letter once, you'll see how easy it can be when utilizing our software and educational materials. You can find the right proposal letter template and customize it to your needs. 

Cover letters set the tone for the rest of your business proposal, so make sure you do a good job and don't ruin your chances of gaining a new opportunity to work. 

Common proposal introduction mistakes

The elements that affect your executive summary are:

• your industry
• whether a client issued a formal request for a proposal
• does your proposal include a contract

The industry

Your industry will dictate the tone of the proposal, as well as specific details in your executive summary. If you're selling software, you need to explain how you'll research the market and find ut the targeted audience. 

Don't expect the prospect to know every intricate thing about your industry. You need to find the right balance for the amount of information you'll share. 

If the person you're sending the proposal to didn't request it, you need to address the reason for contacting them straight from the beginning. It would be a good idea to address the value, cost and timescales. 

You could also sign your proposal letter in order to make it more personal. 

Proposal software

When you're using proposal software, you don't want the client to print out your document. Because you want them to read the proposal online and utilize the digital signature option in order to speed up the sales process. 

If you want to make sure your recipient is reading your proposal on a screen, keep it in mind when creating the proposal letter. It should be easy to get through, meaning you should break up your text with visuals. 

Furthermore, printing can affect the conversion rate of your proposal. Our research shows that printing decreases your conversion chances by 88%.

What to include in the rest of the proposal?

Once you write a great introduction, you need to focus on the rest of your business proposal.

If you want to win clients' hearts and create a winning proposal, we suggest focusing on benefits, showing the value of your products and services and knowing the clients' budget.

We suggest you start by reading our guide on proposal writing. It will give you great insight into how to win new business. 

Utilize our ideas in order to create professional-looking proposals that will help you win the job and achieve success.

Our guide includes proposal details that will help you set yourself apart from the competition and give you ideas on bettering your business proposals. The more professional your sales documents are, the easier you'll sell your solution. 

Extra tip 

Make sure to use proposal AI, which will give you actionable tips on how to improve your business proposal. It works by comparing your documents to other successfully sent proposals from our platform.

Writing a great proposal letter is one of the most important skills that you can have as a salesperson or business owner.

If you can do this effectively then you simply increase your sales and win better jobs, more often and at a higher price point. The more professional your business proposal is, the better your chances of winning over a client's heart are.

There are some great examples in the Example Proposal Templates section of our site. I encourage you to take a look and crib from them what you like.

If you like what you see, sign up for a free trial and streamline your sales process.

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4 Tips To Creating a Proposal Cover Letter (& Templates)

Once you've put together a  proposal , it's common to think, ‘Now what?'. We're here to answer what's the best cover letter you can send with your proposal to close a deal. 

Within a proposal cover letter, there are a few different components that you need to consider.

• A cover letter is more casual than an  executive summary
• It's structured like a letter and has a greeting and sign off
• Not focused on strategy, but is more conversation
• Should focus on the unique strengths that you can bring to a project

In this blog, we'll be covering how a proposal's cover letter differs from a job application letter, how it's structured, and the tips that'll help you close deals.

But first, let's go over what one is and why it's so important in getting your business proposal read.

What is a cover letter?

Cover letters help you grab the potential client's attention quickly. It's a short, single-page document that includes an overview of the most critical details of your proposal. If you haven't yet written the proposal, we have a sample business proposal you can read here with some templates to help you get started.

The goal of a great cover letter is to convince the client to read the rest of your proposal, so you'll want to make the writing as interesting as possible. You can mention any critical details you think will help you land the job, including your past results, skills, and education. You should also cover the key aspects of the project you're pitching. Think of it as a stripped-down version of an executive summary.

Why is a cover letter important?

Clients can be very busy. A cover letter helps clients decide whether they're interested in reading the entire proposal. This means that having a strong cover letter is just as important as the business proposal itself.

Take this as an opportunity to give clients a great first impression. A business proposal tends to be more factual, while a cover letter has the benefit of being more personal. By sparking an emotional connection early on, you'll have a much higher chance of them reading the whole pitch.

A good proposal can also help you get your foot in the door of larger companies, even if you don't have a connection to anyone working there. Just warm up a cold pitch by attaching a cover letter to an unsolicited business proposal.

This is especially important at the beginning of your career, since you may not have the funds to reach clients through traditional marketing. Cover letters can be a powerful way to land clients without having to spend any money on new client acquisition costs.

We have some tips that'll make this process easier, but first, it's important to talk about the traditional structure of a cover letter.

How to write a proposal cover letter

Let's briefly walk through the structure, since the information you'll include will be slightly different from a traditional job application cover letter.

A proposal letter looks like this:

Contact information

Introduction.

It may seem pretty standard, but the information in a business proposal cover letter will be a bit different from other cover letters. Here's a closer look at each paragraph:

Start off by adding your name, address, phone number, and email to the header. Feel free to also include the potential client's contact information. Although it's not as important now with email as it used to be in the days of snail mail.

Pro tip: Drop a link to your LinkedIn profile in the heading too. This lets them get a better feel for who you are and can even provide them with additional information that you didn't have room to include in your cover letter.

It might be tempting to breeze through the introduction to get to the "meat" of the letter, but the introduction is actually one of the most important parts. You need to capture their attention right away, so come up with an engaging way to introduce yourself and what your business does. It's one of the few spots of a cover letter where you can inject your personality into the writing, so make it count!

This is where you'll address the company's needs and how you plan to help them. Unlike a traditional job application, a business proposal's cover letter has the intention of selling a service or product. Be sure that the writing is sharp and highly persuasive. You want to generate enough excitement that they move on to your executive summary and, ultimately, read the rest of the proposal.

You can include any core strengths and past results that have helped previous clients. However, keep this section concise by sticking to just a few of the most important details that directly apply to the client. End this section by covering how you plan to achieve the goal you're pitching. Think of this as more of an "overview" of your plan. They'll get more details when they read the rest of the proposal.

Like the introduction, it's typical to see cover letters that spend a lot more time on the body paragraphs than the closing paragraph. But leaving readers on a strong final note is just as important as making a great first impression. It's recommended that you wrap the cover letter up by mentioning a strong benefit your project will bring to the company.

The last critical piece of information you need to include is the call to action. What do you need them to do next? In this case, the next action you'll want them to take is to read the business proposal. Provide some encouraging words to move the client in that direction.

4 Tips for creating a cover letter

Now that you have the structure down, it's time to start writing it! We have some tips to elevate a cover letter so you can start closing deals.

Step 1: Kicking off the cover letter

A great cover letter starts by showing off your personality and the type of communication they can expect if they're going to work with you. Lean into your intuition and use your voice!

There's no reason to be super corporate here. Instead, show that you're a person who can be professional, but still enjoys the work you do. 

Your approach will be a bit different depending on if the business proposal is solicited or unsolicited:

• Solicited proposal: If a client asked you to send a proposal, you can start by saying "As per our discussion..." before addressing their problem and your proposed solution.
• Unsolicited proposal: The first sentence is crucial. Grab their attention immediately with an engaging statistic related to their problem and how you can help them.

It's important to hook your reader right up front! That means understanding who your audience is and the industry you represent will be critical to nailing a cover letter. For instance, if you're pitching a more traditional company, like one in finance, consider how they may expect communications as opposed to a start-up.

Typically you can get a feel of how a company communicates by viewing their website, content, and related information to get a feel for their tone and voice.

Find a balance between being true to your voice and communicating in a way that's comfortable to the prospective team.

Here are a few examples of the beginning of a cover letter.

Hi Prospective Client, 

Thanks for taking the time to review my proposal! I'm really excited about the ways we can work together to support [company].

Hello Mr./Mrs. prospective client, 

I'm pleased to present you with the request for proposal [proposal title]. In this proposal, you'll find goals and objectives, scope of work, pricing, [and any additional information you found relevant.

You can see the difference between these two tones. Consider when would be appropriate to use either.

Step 2: Highlight what problem you'll help the company overcome

Within any proposal, you want to ensure that your client knows that you understand the problem that they're trying to solve. Include their goals and objectives of why you're entering this engagement.

Share the company's pain point in a way that's easy to digest. Leave this section to focus on the company's problem. Later, you can mention the solutions.

Here's a snippet of a type of pain point a client may be facing:

Right now you're creating a lot of excellent content and it's frustrating when it's not leading to the increase in traffic and conversions you're hoping for.

Step 3: Share how you'll work towards their goal

The next section of the cover letter will outline how you plan to approach their challenge. Now, remember, this isn't where you get into the nitty-gritty. This is just a high-level overview of your plan of attack. Specific details will be broken out in your proposal.

Here's an example of a short and efficient way of accomplishing this step.

Based on the data I've seen, I'm confident that we can make some major traction in increasing your organic traffic with your target audience with a few well-implemented strategies that I've outlined in the attached proposal. 

Step 4: End your cover letter with next steps

Once you've worked through the steps of a cover letter, the last piece that you include is the next steps. Sometimes your client will already have shared their process and timelines associated, but if they haven't this is a great opportunity to take initiative and show them that you're able to make their lives easier by outlining what's needed to move forward.

Below's an example of some ideal next steps. 

Once you've had a chance to review the proposal, please feel free to follow up with any questions. I'll be following up in a week to check in on the status and see if there are any additional ways to support your team. 

If you decide to move forward, we can start the engagement within a week of signing the contract.

Proposal cover letter samples

Below we've compiled a couple of different examples and templates of what you can use to create a template for your client today. 

Proposal cover letter sample #1

We'll kick things off by sharing full versions of the snippets we included above. This is for a proposal for SEO and content strategy to support clients looking to increase organic traffic.

Right now you're creating a lot of excellent content and it's frustrating that it's not leading to the increase of traffic and conversions you're hoping for.

Based on the data I've seen, I'm confident that we can make some major traction in increasing your organic traffic with your target audience by implementing a few strategies that I've outlined in the attached proposal.

Most Sincerely, 

Proposal cover letter sample #2

In this sample, your cover letter is approached with a more formal tone and is for a client who is looking for support in their product strategy.

Hello Ms. Thompson, 

I'm pleased to present you the request for Project Strategy Proposal. In this document, you'll find outlined the goals and objectives, the scope of work, pricing, and some case studies of relevant projects I've worked on. 

I know that Quest Products has been struggling with converting their traffic to their Saas platform and hitting their retention goals. 

After some analysis, you'll find within the proposal a scope that entails audience research, user testing, and analyzing data analytics that will all work towards the goal of boosting conversion rates and diagnosing any challenges. 

Once you've had the chance to review, please let me know if you have any initial questions or concerns. I'm happy to provide any additional information that would be useful. 

I'll follow up with you next week to check in and outline the next steps. 

Most sincerely, 

You'll see that within each example we include four key components: intro, highlighting the problem, sharing your proposed solution, and providing the next steps. 

Need a proposal for a potential client?

Create a professional proposal in minutes with Indy’s Proposals tool. Use your logo and branding, add terms, and include portfolio items.

Wrapping up

A cover letter gives you the chance to point out a problem with a company and propose yourself as the perfect solution. And though it can be time-consuming, the results that a winning cover letter can bring to your business are well worth it in the end.

But if you're looking for a faster way to write business proposals, you can speed up the process by using proposal software . Just choose the template you need, fill in your details, adjust the content to your liking, add your branding, and you can be finished in minutes. As you move forward with creating a cover letter, keep in mind the tips we've outlined above and you'll be sure to succeed!

How To Write A Killer Proposal Cover Letter

In this digital, competitively busy setting, first impressions are essential. The same goes for the cover letter you’re framing to pitch to a prospect.

The client’s desk is already filled with convincing letters from potential talents.

Standing out in the enormous queue of “skilled” candidates and grabbing the gig needs you to craft an appealing cover letter.

Instances suggest many skilled freelancers fail to land a project because they lack impactful proposal writing skills . 

Here, we will guide you through the process of creating a stellar cover letter for your proposal that grabs the client’s attention and brings exciting offers to your table.

Table of Contents

1. Read the Requirement Thoroughly

Many freelancers commit the mistake of starting the proposal just by reading the headline and not going into detail. This is not a great idea because you will miss vital information in the job description/requirements.

This may lead to non-adherence to a clause that the employer might have included, and you miss it altogether.

Check out the 30 common freelancing mistakes you can avoid making in this blog!

Reading the requirement thoroughly will help you understand the client’s needs better, customize your offering, and frame your pitch accordingly.

Sometimes, the clients also put specific instructions between the job requirements to know if you have read them thoroughly.

Here’s one example. 

We are looking for talented logo designers to join our team and work on our brand’s new logo launch, which is due this coming month.

We are a startup based out of Dubai and work with digital marketing agencies to care for their content needs. Write “N” at the beginning of your cover letter.

The pay is decent, and if we like this work, there will be regular work in the coming months. Place your bid to discuss further. 

If you start your proposal after a single gaze at the headline of hiring logo designers, you will miss the vital instruction in between. The same instruction 

2. Use Comprehensive Language and Tone 

Now that you have read the description in detail, it’s time to start writing the cover letter .

Remember, the cover letter is not for showing how many bombastic words you know. Neither is it your space to show how strong your vocabulary skills are. 

Keeping the proposal simple and comprehensive is the key; the sentence flow must be seamless. It would help if you keep the tone so that it directly connects to the client, and they find it interesting to read until the end. 

The more straightforward structure you follow conveying the most powerful message, the better your chances to stand out in many applications.

3. Capture Attention

Your client is super busy and receiving hundreds of applications stating why they should hire them. The chances are high.

He will scroll through your proposal, too, UNLESS you have something unique in it. 

Consider starting with a line that forces them to stop by and read more about you.

Something similar could be, “ I am super excited to frame this letter as I have four years of experience in logo designing, fitting the exact criteria you’re looking for. I’ll tell you why.” 

It is essential to grab their attention in the first few seconds of them opening your proposal. They won’t even take it to the next paragraph if they aren’t impressed. 

4. Answer Why You’re The Perfect Fit 

Once you’ve successfully grabbed their attention, they’re likely to read your letter, in the end, to understand if you are the one they are looking to hire. So, playing your dice on point here is crucial, or you’ll lose the game. 

You have to convince the client why you’re an excellent fit for the project and why they won’t regret hiring you. Choose to answer the following questions in detail: 

• How does your experience fit in with the mentioned job description?

Here, talk about your experience in the concerned field. Suppose they’re looking for a graphic designer for a new website.

Talk about your experience in graphic designing, what you understand about the industry, and your related work. Showcase your design skills and make sure to create a catchy graphic designer cover letter .

• What relevant work have you done? 

Tell them what similar projects you have worked on and how you contributed to that work. Describe how your client reacted to your work and gave you a big thumbs up. Keep it precise and to the point. Attach relevant samples to your work for them to look at your skills. 

• Talk about your ideas and excitement about working on the project. 

Tell them some brief ideas of how to be a unique contributor to the project. Express your enthusiasm to be a part of it and that you can’t wait to hear back from them. 

Clients love to see energetic candidates willing to invest their hundred percent in the project. A monotonous, repetitive cover letter without customization is a big red flag for them. 

5. Conclude with a Catchy CTA

If the client has come to the end of your cover letter, you have done an incredible job. But don’t think you’re done yet.

Not adding a catchy call-to-action will often fade the client’s interest to revert to you. Therefore, concluding your proposal cover letter with an engaging CTA is crucial, forming a different communication gateway. 

Some Quick Tips For Crafting an Appealing Cover Letter 

Now that you know the elements of what goes inside an intriguing proposal, here are a few quick hacks on the significant pointers. 

• While you write the proposal, ensure your focus is on client requirements. If they are looking for a copywriter for a travel website, you must not be talking about your experience writing crypto copies. What you can produce must be relevant to what the client wants. Want to become a copywriting superstar? Check out our blog for some insider tips and tricks to kickstart your journey!
• You might have written hundreds of copies or designed more than a hundred logos. But what the client cares about more is how you can be of help to their project. Rather than boasting about your achievements, explain the similar work you have done and the experience you have gained in that area. 
• Always remember that the proposal is not an essay on your professional achievements. It is a pitch to convince the prospect about your services. It would help if you hit the areas that connect to the client and they find it reliable to hire you for the project. 

Let’s see one example: a lot about the tactics for crafting an appealing cover letter that works. You could take references from this template while you pitch your next prospect. 

Here we go! 

Hey Sam, 

Greetings of the day! 

I’m writing this letter to express my strong desire to join your project about copywriting experts for an ed-tech website.

Being a copywriter for over three years now, I have collaborated with many ed-tech brands and startups and helped them with their needs of steller website copies. 

I follow a unique copywriting strategy that instantly connects to the audience and helps you get the recognition you deserve.

I’ll be open to constructive criticism and shall open the suggested feedback accordingly to keep up with your requirements. 

I can’t wait to implement my creativity and skills to develop engaging website copies that will stand out in the great wave of sensitive documents from competitors. 

I’d appreciate any further queries from your end and would be happy to answer them. I am attaching my samples herewith for you to gauge my skills better. 

Sounds like a good fit? Feel free to revert, and let’s discuss the project further. 

The Bottom Line 

Framing a catchy cover letter for your proposal is the first step towards creating an impression with your prospect and might open the door to long-term opportunities. So, be very cautious while you write the letter and ensure you are hitting the target areas right on point. 

Do you apply the steps mentioned above while you pitch a prospect? If not, what are you waiting for? It’s your time to implement the strategies now! And if you need some more resources for creating a winning freelance portfolio , we have got you covered too!

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How to Write a Perfect Proposal Letter: Step-by-Step (Examples)

By Status.net Editorial Team on November 8, 2023 — 14 minutes to read

• Understanding Proposal Letters Part 1
• Structuring Your Proposal Letter Part 2
• Key Elements of a Proposal Letter Part 3
• Step-By-Step Guide to Writing a Proposal Letter Part 4
• How to Write a Business Proposal Letter (Example) Part 5
• How to Write a Job Proposal Letter (Example) Part 6
• How to Write an Academic Proposal Letter (Example) Part 7
• Successful Business Proposal Email Example Part 8
• Example of a Proposal Letter for a Marketing Project Part 9
• Effective Job Proposal Email Example Part 10

Part 1 Understanding Proposal Letters

A proposal letter is a written document sent to a potential client, employer, or partner, outlining your proposed idea, project, or plan. It aims to persuade the recipient to consider your proposal and take action on it.

To begin with, think of the end goal. Identify what you want to achieve with your proposal letter. This could be anything from securing a contract to obtaining funding for a project. Having a clear objective in mind helps you create a compelling document.

Next, research your target audience. Understand the recipient’s needs, preferences, and potential pain points. Tailor your letter to demonstrate how it addresses their specific requirements boosting your chances of success.

Now, let’s discuss the structure of a proposal letter. Generally, it follows a simple layout:

• Salutation : Start with a formal greeting, addressing the recipient by their full name or title.
• Introduction : Introduce the purpose of your letter, highlighting the central theme of your proposal.
• Body : Explain your proposal in detail, including benefits, costs, timeline, and any other vital information.
• Conclusion : Summarize the key points and request for a follow-up meeting or discussion.
• Closing : End with a courteous sign-off, such as “Sincerely” or “Best regards.”

Part 2 Structuring Your Proposal Letter

Starting with a strong introduction.

Begin your proposal letter with a friendly, professional tone that captures your reader’s attention. Introduce yourself and your organization, briefly explaining your background and experience. Connect with your reader by showing that you understand their needs and goals. Make sure you mention the purpose of your proposal and the solution you want to offer with confidence.

Proposing Your Idea

After laying the groundwork, dive into the details of your proposal. Explain what your solution or idea is and how it addresses the needs and goals mentioned earlier. Make sure to highlight the key benefits, focusing on what’s in it for your reader. Be specific and use facts, figures, and examples to support your claims. Keep your paragraphs organized and use bullet points or bold text to emphasize important information.

For example:

• Benefit 1: Reduction in production costs by 30%
• Benefit 2: Improved customer satisfaction
• Benefit 3: Streamlined workflow processes

This will help your reader easily understand and remember the main points of your proposal.

Ending with a Perfect Conclusion

End your proposal letter on a positive note, summarizing the main benefits and advantages of your idea. Reiterate your enthusiasm and commitment to providing the best solution possible. Offer your assistance in answering any questions or addressing concerns your reader might have. Finish with a call-to-action, such as setting up a meeting or signing a contract, and provide your contact information so they can easily get in touch with you.

Part 3 Key Elements of a Proposal Letter

Clear objective.

A successful proposal letter begins with a clear objective. When writing your letter, make sure to state the purpose of the proposal in a concise and straightforward manner. This helps the reader understand what you want to achieve and the solution you’re providing. Avoid using jargon or complex language, as it can be confusing and might lead the reader to misunderstand the core message.

Specific Details

Providing specific details is important to make your proposal letter more persuasive. This includes outlining the scope of work, timeframe, and estimated costs for the project. You should also highlight any unique aspects of your proposal that set it apart from competitors or alternative solutions.

For example, if you’re proposing a marketing campaign, you could outline the target audience, marketing channels you’ll use, content creation, and metrics for success. By providing specifics, you demonstrate that you’ve put thought into the project and have a well-planned approach, instilling confidence in the reader that you are the right choice.

Compelling Reasoning

Your proposal letter should include compelling reasoning for why the recipient should choose your solution. This can include:

• Demonstrating your expertise and experience in the field
• Explaining the benefits of your proposed solution
• Sharing success stories and testimonials from past clients or projects
• Outlining how your proposal aligns with the recipient’s goals and needs

For example, continuing with the marketing campaign proposal, you could discuss how your experience in handling similar projects has led to significant increases in sales and brand recognition for your clients. Also, you might explain how your approach aligns with the recipient’s target demographics or business objectives to strengthen your case.

Part 4 Step-By-Step Guide to Writing a Proposal Letter

• Start by addressing the recipient with their professional title and full name.
• In the first paragraph, state the purpose of your letter and summarize your proposal briefly. Make sure to highlight the key benefits of your proposal for the recipient or their organization.
• In the next few paragraphs, provide details about your proposed project or partnership, such as your objectives, timelines, and expected outcomes. Also, showcase your competence and experience by mentioning relevant achievements or past collaborations.
• When closing the letter, express gratitude for their time and consideration. Offer to provide further information or answer any questions they may have.
• Lastly, include your full name, title, contact information, and signature.

Choosing the Right Format

Make sure your letter is in the right format to make it look professional. You will typically use a business letter format, which includes:

• Your contact information
• The recipient’s contact information
• Subject line (optional)
• Body of the letter

[Contact Details]

Dear [Recipient’s Name],

Re: [Proposal subject]

[Body of the letter]

[Your Name]

Setting the Tone

Maintain a friendly yet professional tone throughout your proposal letter. Be polite and respectful, addressing the recipient by their full name, and using “please” and “thank you” when appropriate. Keep the language conversational but clear, so your reader can easily understand your proposal. Stay away from overly technical terms or jargon, unless it is necessary and you’re sure your recipient will understand it.

Drafting the Body

Begin by providing an overview of the problem or need your proposal is addressing. Clearly explain the issue and why it’s important to solve it. Next, describe your proposed solution in detail, outlining your plan and how it will benefit the recipient. Be specific and realistic in your description; for example, if you’re proposing a project with a timeline and budget, include concrete figures and dates.

Break down your proposal into smaller sections, using separate paragraphs or even bullet points if helpful. This makes it easier for your reader to follow your argument and understand the various aspects of your proposal. Here’s a quick outline of what you should cover in the body of your proposal letter:

• Problem/need introduction
• Proposed solution
• Benefits of the solution
• Timeline and budget (if applicable)
• Your qualifications (why you’re the right choice to carry out the proposal)
• A call to action (how they can take the next step)

Proofreading Carefully

Before sending your proposal letter, take the time to thoroughly proofread it for errors in grammar, spelling, and formatting. Ensuring that your letter is polished and error-free shows the recipient that you take your proposal seriously and are committed to quality in your work. If possible, ask a colleague or friend to review your letter as well since a fresh set of eyes can often catch errors that you might have missed.

Part 5 How to Write a Business Proposal Letter (Example)

When writing a business proposal letter, your goal is to present your ideas or services in a way that’s compelling and clear. Business proposal letters can be sent to potential clients, partners, or investors. Here are some tips for writing an effective business proposal letter:

• Start with a brief introduction of your company and its offerings.
• Highlight the benefits of your product or service, focusing on the value it will bring to the recipient.
• Be specific about costs, timelines, and any other relevant information.
• Use clear, concise language, and avoid using jargon or overly technical terms.
• Close the letter by mentioning next steps, such as arranging a meeting or following up with further information.

Subject: New Collaboration Opportunity with [Your Company Name] Dear [Recipient’s Name], I’m reaching out on behalf of [Your Company Name] to discuss an exciting opportunity for collaboration. Our team has developed an innovative marketing strategy that could greatly benefit your company by increasing your customer acquisition rate by 20% within the next six months. […] We look forward to the possibility of working together and will be in touch shortly to schedule a meeting to discuss further details.

Part 6 How to Write a Job Proposal Letter (Example)

Job proposal letters are typically written by job seekers looking to create their own position within a company or to highlight their unique skills and experience. These letters should be concise, persuasive, and tailored to the specific company and its needs. Here are some key points to include:

• Briefly mention your background and skills relevant to the position.
• Describe how your unique abilities can positively impact the organization.
• Offer specific examples of how you can contribute to the company’s goals and objectives.
• End with a call to action, offering to provide more information or meet to discuss the opportunity further.

Subject: Job Proposal for Social Media Manager at [Company] Dear [Recipient’s Name], As an experienced social media professional, I am excited by the opportunity to bring my skills and expertise to [Company]. Based on my research of your current online presence, I believe I can contribute to increasing your brand awareness and engagement through a tailored social media strategy. […] I would appreciate the opportunity to further discuss how my background and passion for social media can contribute to [Company]’s growth and success. Please feel free to contact me at your convenience.

Part 7 How to Write an Academic Proposal Letter (Example)

Academic proposal letters are typically written by students or researchers seeking funding or approval for a research project. These letters should be well-organized, clear, and focused on the proposed project’s objectives and potential benefits. Consider the following when working on your academic proposal letter:

• Introduce the main research question or hypothesis.
• Provide a brief overview of the project’s methodology and work plan.
• Describe the expected outcomes and significance of the research.
• Include information about the project’s potential impact on the field and broader society.

Subject: Research Proposal for Study on the Effects of Mindfulness-Based Interventions Dear [Recipient’s Name], I am writing to propose a research project investigating the effects of mindfulness-based interventions on individuals suffering from chronic stress. The primary aim of the study will be to determine the overall efficacy of these interventions in reducing stress levels and improving overall mental wellbeing.

[…] I am confident that the results of this research will contribute significantly to our understanding of the relationship between mindfulness and mental health.

Part 8 Successful Business Proposal Email Example

Imagine you own a marketing agency, and you’d like to help a local business grow their social media presence. Start by addressing the recipient’s pain points, such as limited engagement on their platforms. Then, briefly introduce your agency and express excitement about working together: Subject: Boost Your Social Media Engagement with Our Expertise

We’ve noticed that your business has a strong online presence, but engagement on your social media channels seems to be underwhelming. Our team at [Your Agency’s Name] can help you turn this around and maximize your audience interaction.

With our tailored social media marketing strategies, we’ve helped numerous clients increase their online engagement by an average of 65%. Our approach focuses on:

– Identifying and targeting your ideal customers – Creating high-quality, engaging content – Enhancing brand image and authority

We would love to discuss this opportunity further and provide you with a detailed plan on how we can work together to elevate your social media presence.

Looking forward to hearing from you, [Your Full Name] [Your Agency’s Name] [Contact Details]

Part 9 Example of a Proposal Letter for a Marketing Project

I’m excited to present our idea for boosting sales at ABC Company through a targeted marketing campaign.

As we discussed in our previous meeting, the sales figures have plateaued over the past year. Our marketing team has analyzed the situation and developed a strategy to increase brand awareness and boost sales. The campaign will focus on social media, email marketing, and online advertisements.

By implementing this project, we expect the following results:

– Enhanced brand visibility – Increased customer engagement – A 20% rise in sales within six months

The total cost for the marketing campaign is $10,000. This includes creative design, copywriting, ad placements, and performance monitoring. We propose a six-month timeline for the project, starting in December.

I would be delighted to discuss the proposal in more detail or provide further information as needed. Please let me know your availability, and I’ll schedule a follow-up meeting at your convenience.

Thank you for considering our proposal. I look forward to working together on this exciting project.

Best regards, [Name]

Keep in mind that proposal letters vary in length and detail depending on the project’s size and complexity. Always customize your letter to fit the specific requirements and expectations of the recipient.

Part 10 Effective Job Proposal Email Example

Now, let’s say you’re a freelance graphic designer aiming to work with a company that recently launched a new product. Start by expressing your intentions and introduce your expertise. Showcase your experience and services offered related to their needs:

Subject: Elevate Your New Product Launch with Professional Graphic Design Services

Hello [Recipient’s Name],

I recently came across your new product launch, and I believe your marketing materials could benefit from some professional graphic design enhancements. As an experienced graphic designer, I’d like to offer my services to help elevate your visual presentation and attract more customers.

With over five years of experience in the industry, I can create compelling designs for:

– Product packaging – Promotional materials (e.g., brochures, banners, posters) – Social media graphics – Website elements

Please find my online portfolio attached, showcasing my diverse design styles and previous projects. I’m confident that my skills and expertise can significantly contribute to your product’s success in the market.

If you’re interested, kindly reach out to me to discuss further details and pricing.

Best regards, [Your Full Name] [Contact Details]

Frequently Asked Questions

1. what are the key components to include in a proposal letter.

A well-crafted proposal letter should include the following key components:

• Opening Statement: Start with a concise and informative introduction that grabs the reader’s attention.
• Background Information: Provide necessary context to help your reader understand the problem or opportunity.
• Proposed Solution: Outline your proposed solution, including your unique selling points or innovative approach.
• Timeline and Budget: Give a brief overview of the estimated project duration and budget required.
• Call to Action: End with a call to action, inviting the reader to take the next step, whether it’s to request more information, schedule a meeting, or approve the proposal.

2. Can you share some tips on making a proposal letter persuasive?

To make your proposal letter persuasive, consider these tips:

• Use clear and concise language to effectively communicate your ideas.
• Focus on the benefits that the reader will gain from your proposal, emphasizing the value you bring.
• Include specific examples, case studies, or testimonials to back up your claims.
• Address any potential objections or concerns the reader may have and provide appropriate solutions.

3. What’s the best way to structure a proposal letter for a research project?

A research proposal letter should generally include the following structure:

• Introduction: Provide a brief overview of your research topic and its significance.
• Background and Literature Review: Summarize relevant research and demonstrate your expertise in the field.
• Research Questions and Objectives: Clearly state your research questions and the expected outcomes.
• Methodology: Explain your research approach and the techniques you will use.
• Expected Results: Provide an idea of the anticipated results and their significance.
• Timeline and Budget: Outline the project timeline and the funding required.

4. How do I create an effective business proposal letter for a potential client?

To create an effective business proposal letter, follow these steps:

• Start with a strong opening that captures the client’s attention.
• Clearly state the problem or opportunity your proposal addresses.
• Present your proposed solution, focusing on its unique and beneficial aspects.
• Provide evidence of your expertise and past successes, such as case studies or testimonials.
• Detail any necessary resources, deliverables, and a realistic timeline.
• End with a compelling call to action, inviting the client to take the next step.

5. In what order should I present my ideas when writing a proposal letter step by step?

When writing your proposal letter, present your ideas in a logical order that flows well for the reader. A typical order could include:

• Opening Statement: Grab the reader’s attention and introduce your proposal.
• Background Information: Provide relevant context to help your audience understand the issue or opportunity.
• Proposed Solution: Detail your unique and compelling solution to the problem.
• Evidence and Support: Showcase your expertise, past successes, and any supporting data.
• Timeline and Budget: Give an overview of the project’s duration and required funding.
• Call to Action: Conclude with a strong call to action that encourages the reader to move forward.
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Candid Learning

Candid learning offers information and resources that are specifically designed to meet the needs of grantseekers..

Candid Learning > Resources > Knowledge base

How do I write a proposal cover letter?

The cover letter often is your proposal's first chance to connect your project with the reader's philanthropic mission. It goes on top of a proposal, but it is not the same as an executive summary, which states your proposal's key points.

At minimum, your cover letter should:

• Request your dollar amount and introduce your project in the first sentence
• Describe how your project and/or organization will further the foundation's mission
• Reference your most recent contact with the foundation
• List the proposal's contents
• Give contact details in case the funder wants additional information
• Be signed by your organization's executive director

Dive in to this topic with our self-paced course: Crafting compelling grant proposals Learn how to craft a compelling and competitive proposal.

Sample cover letters

Samples of actual cover letters are usually hard to find because the donor and applicant may be very protective of these documents. Also, they usually are very specific to the project, organization, and funder.

However, our Sample Documents section is a searchable collection of proposals, cover letters, letters of inquiry, and proposal budgets that were actually funded. Each proposal includes a critique by the decision-maker who awarded the grant.

You also might check if anyone in your professional networks would be willing to share sample proposals and cover letters.

See also our related Knowledge Base articles:

How do I write a grant proposal?

What should be included in a letter of inquiry? Where can I find samples?

More articles on proposal writing.

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Candid's Online Librarian service will answer your questions within two business days.

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Explore resources curated by our staff for this topic:, staff-recommended websites, sample cover letters & proposals.

Nonprofit Guides has a sample proposal cover letter, letter of inquiry, proposal, budget, and other items that may be of use to grantseekers.

Sample Grant-Proposal Cover Letter

Sample cover letter that introduces a grant proposal.

How to Write an Effective Grant Proposal Cover Letter

Lists attributes and tips to write good cover letters. Includes sample cover letter.

Sample Cover Letter,Proposal,Letter Proposal

Each section includes a brief description of its purpose and what to include.

Staff-recommended books

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More From Forbes

How to craft a compelling cover letter.

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During the job application process, you should always submit a cover letter alongside your resume. This is particularly important when you’re applying for more competitive, senior positions.

A carefully crafted cover letter allows you to grab the recruiter’s attention and explain to them why you're the best candidate for the job.

But this will only happen if it’s well-written, so your cover letter needs to be persuasive, concise, and engaging. That’s a lot of pressure on just a few sentences, but getting it right will boost your chances of getting a response.

Here is how to craft a compelling cover letter, along with some top tips to increase your chances of securing an interview.

Understand how to set out your cover letter

Your cover letter should appear in the body of an email or as a message if you’re applying through a job site. You should avoid attaching your letter as a separate document, otherwise the recipient is unlikely to read it.

It’s also important that you keep your cover letter short and sweet, remembering that recruiters are busy people and they have to review a lot of applications every day.

With that in mind, it’s best to stick to between 4 and 6 short and snappy sentences.

Make your subject line appealing

The first thing the recruiter will see when they open their inbox is the subject line and a bad subject can instantly ruin your chances of them opening your email at all.

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Instead, you need to stand out and give them a reason to read on.

Don’t simply label the email with the job title or the phrase ‘job application’. Go one step further to prove you are the perfect candidate in just a few words.

What this means is providing a subject line that is a short summary of your experience. For example, ‘project manager with 15 years experience’ or ‘web developer with JavaScript experience’.

Kick-off with a strong introduction

The purpose of your cover letter is to engage the reader instantly and make them want to review your resume and get to know more about you.

So you need to kick off with a strong introduction.

This means addressing the recipient by their name, whether that’s the hiring manager or the employer. You might need to do a little research to find this information, either using the job description, LinkedIn, or the company website.

You should also try to steer clear of overly formal greetings like “Dear sir/madam” and instead, take a professional but friendly tone starting with ‘hello’ or ‘hi’.

Next, your introductory sentence should outline which role you're applying for and demonstrate what makes you the most suitable candidate for the role.

Crafting a compelling cover letter can be the key to securing your next role.

Showcase your most relevant skills and experience

It can be tricky to know what to include in your cover letter , but the body of your email (or message) should be made up of three or four sentences that highlight your key skills and experience.

You can use the job description to determine which skills and abilities are most important to the employer. That way, you can highlight these and show them what you have to offer.

You should also provide examples from past roles that prove how your previous experience has shaped you and made you the ideal candidate.

Just remember that you only have a few sentences in which to impress them, so first focus on any requirements that are essential to the job. That way, the reader can instantly see that you’re a good fit.

This will encourage them to open your resume.

End with a strong call to action

You should conclude your letter by once again expressing your enthusiasm for the role and stating your desire to secure a personal interview.

Remember, recruiters are busy people, so it’s also important to thank them for taking the time to read and consider your application.

Proofread your letter very carefully

Once you've finished writing your cover letter, you need to proofread it thoroughly to make sure there are no errors. In fact, it’s best to do this several times.

A polished and compelling cover letter should not have any spelling or grammatical mistakes.

This looks unprofessional and sloppy, so take the time to re-read your application. You might even consider using an online spell checker or have a friend or family member review your letter before you send it off, just to be sure.

A well-structured cover letter, complete with tailored, impactful writing is the key to standing out in a crowded job market, and help you to land a job quicker than the average time of 3.8 months.

So, if you hope to secure an interview, be sure to use these tips and insights to craft an engaging and compelling cover letter. It may only be a few sentences long, but it really can give you a competitive edge.

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Proposal Writer Cover Letter Example

Kick-start your career & find inspiration for your next cover letter with our free, expertly drafted Proposal Writer cover letter example. Make a copy of this cover letter example as it is or rewrite it directly in our HR-approved cover letter builder.

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Proposal Writer Cover Letter Example (Full Text Version)

Dear Hiring Manager,

As a Proposal Writer with 4 years of experience in producing proposals for environmental, civil engineering, and infrastructure projects, I apply with enthusiasm for this opportunity.

I am currently a Proposal Analyst with Sunnybank Technical Services (STS), where I partner with the Engineering, Commercial, Project Management, and EHS divisions to research and write proposals for public and private sector projects. Mirroring your requirements, I analyze RFPs, communicate required information to the divisions, collate inputs, coordinate text review meetings, edit and proofread drafts, and submit error-free files for release. This role builds upon my previous experience as a Junior Proofreader in the Business Publications division of Halliwell Publishing.

In addition to my professional experience, I hold a BA in English and am a member of the Chartered Institute of Editing and Proofreading.

I have enjoyed my time at STS. As the company is reducing its proposal team due to the market impact of the global pandemic, I am seeking a new opportunity. Your company is involved in some really exciting infrastructure projects. I would love to be a part of your proposal team!

Please find attached my résumé for your consideration. Thank you very much for your time. I look forward to hearing from you regarding next steps.

Yours sincerely,

Milan Šaržík, CPRW

Milan’s work-life has been centered around job search for the past three years. He is a Certified Professional Résumé Writer (CPRW™) as well as an active member of the Professional Association of Résumé Writers & Careers Coaches (PARWCC™). Milan holds a record for creating the most career document samples for our help center – until today, he has written more than 500 resumes and cover letters for positions across various industries. On top of that, Milan has completed studies at multiple well-known institutions, including Harvard University, University of Glasgow, and Frankfurt School of Finance and Management.

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How To Write a Cover Letter With Examples

Cover letters can help differentiate you from other job applicants and be the determining factor of landing your dream job. By taking the time to craft a custom cover letter, a single sheet of paper can help communicate all the human elements that a resume may fall short of capturing about yourself. 

But what do employers and recruiters have to say about how to write a cover letter? What are the best tips they have to offer for graduate students who are writing a cover letter?

We asked 11 employers for their best cover letter tips. Here is what they had to share.

Let it Set the Stage

In many ways, cover letters should provide background information and context to your resume, while simultaneously addressing how that resume addresses the specific requirements of the job opportunity. The cover letter is your opportunity to "set the stage" and to convince the hiring manager why your specific set of skills, experiences and interests will provide value to their team and its objectives.

Andrew Horrigan '11 BSBA (Management Information Systems), Product Manager at Cisco

Research the Hiring Manager

If possible, find out who the hiring manager is and look them up on LinkedIn. Do your research on the company you're applying for. What's their mission statement and how do they portray their company culture? Hopefully what you're looking for in a job is reflected by those things. Make sure the hiring manager knows that and understands who you are and what drives you. A resume is often about as robotic as things can be. Make sure your cover letter is the opposite—personalize it and let yourself shine through.

Joshua Schlag ’05 BS (Computer Science) ’11 MBA, Digital Marketing Manager at Pyramid Analytics

Utilize Career Development Resources

The University of Arizona and Eller College of Management go to great lengths to make sure students are prepared for their impending career journey. Because cover letters are so important to getting your foot in the door, there are several career development resources online and on campus to take advantage of. The university’s cover letter builder serves as a nice template to get started. And of course, it never hurts to make an appointment with an Eller Career Coach through eSMS to have a professional review your letter before submission. 

Brett Farmiloe, ’06 BSBA (Accounting), Founder, Featured

Discover Past Samples of the Position

Do your research on the company and personalize your cover letter to the role for which you are applying. Don't be afraid to Google, "How to write a good cover letter for X position." Seriously, it helps! There is so much information out there from various perspectives—applicants, hiring managers, etc. Most importantly be yourself and let your personality come through. And don't forget to spell check!

Mariam Nikola '17 MS MIS, Consultant at Point B

Highlight Your Soft Skills

When writing a professional cover letter, there are a couple things you can do to set yourself apart from the pack. First, make sure you tailor your letter to the specific position you are applying for. This should not be a general, "one size fits all" letter—be sure to discuss specific details surrounding the role or the company itself. Secondly, this is an opportunity for you to show a little bit of your personality. Obviously, you want to remain professional, but this is a great time to highlight some of your soft skills that might not be fully conveyed through your resume.  

Brian Ellis ’17 BSBA (Management), Staffing Manager at Randstad Office and Administrative Professionals

Fill in the “Why” Gaps

As a talent advisor, I review a lot of applicants and agree that a cover letter can be a great way to stand apart, if it is done correctly. A great cover letter for me covers the ‘why’ that I cannot understand from just a resume alone. It should clearly state why you are interested in the role, what your goals are for utilizing your graduate degree (if recently graduated) and explain any career pivots reflected on your resume. If you answer those questions in a direct, concise manner it will add value to your application.

Monica Larson , ’11 BSBA (Marketing) ‘20 MBA, Talent Advisor

Tell Your Story

A cover letter is your opportunity to tell your story—tying your experience and personal interests into why you want a position and why you are the best candidate for it. Paint the picture of your journey and what about the position excites you personally and professionally. Similar to your resume, keep it short and sweet. No need to repeat what’s already on your resume. Recruiters and hiring managers don’t have time to comb through a novel, so you need to engage them with as few words as possible while also grabbing their attention.

Kelly Castoro, ’06 BA (Spanish, Portuguese), Project Manager at Squarespace

Tailor Each Cover Letter to the Position You Are Applying

Be sure to research the role and customize your cover letter for each position, relating your experience to the particular role you are applying for. Personalization is key—research who you are sending the cover letter to and address the letter to them directly. End your letter with a call to action, stating you will follow up by phone or email if you haven’t heard from anyone. Follow ups are very important! 

Jessica Rosenzweig, ’15 BSBA (Business Management), Account Manager at PeopleWare Staffing

Communicate Bankability and Personality 

Your cover letter answers two crucial questions; are you bankable and are you someone the company will enjoy working with? Communicate bankability with your knowledge of the company, industry and why your skills, capabilities and interests are a great fit. Share your passion for their mission, culture, brand—whatever excites you about becoming a member of their team.  

When conveyed through a concise, well-formulated, well-worded cover letter, you demonstrate the ability to write an effective business case—communicating that you are a ready professional and worthy teammate who will hit the ground running.

Theresa L Garcia, ’83 BSBA (Human Resources), Senior Change Management and Organization Capability Consultant at Boeing

Keep it Concise but Compelling

A cover letter is your chance to speak directly to the hiring team and tell them why you are not only the best match for the position for which you are applying but also give them additional insight into yourself as an individual that is less visible from your experience.

A great cover letter should be attention grabbing and touch upon the qualities that make you stand out from others in the applicant pool, highlight both your recent and most distinguished accomplishments and drive home why you are the right person for the job. Professionalism is always important, but don’t be hesitant to put your voice into the letter to let your personality shine through. Research the company, understand where they currently are, where they are going and show why you are the right person to get them from point A to point B. Recruiters spend a lot of time reviewing applicants and making yourself stand apart from the crowd is key. Keep it concise but compelling!

Matt Reineberg, ’14 BSBA (Marketing), Senior Talent Acquisition Sourcer at Cox Enterprises

Highlight the “Why”

Why are you applying to this company? Why do you want this position? Your cover letter should aim to answer the why behind applying for the job. Conveying an interest and excitement for working specifically for this job at this company, rather than a desire to get any job anywhere that will give you money, can go a long way. Show the company that they should hire you and your passion over someone that might have the skills needed for the job, but doesn’t care about the work as much as you do. 

Ryan Nouis, Trupath 

Ready to Learn More?

How to Write a Cover Letter When You Have No Experience

A s a job seeker, a cover letter is your chance to make a great first impression. It can help you stand out and show your potential as a valuable addition to the team.

Writing a persuasive cover letter without prior work experience can be challenging. But with the right approach, you can make a compelling case for why you're the perfect fit for the job. In this article, we'll help you write an effective cover letter that leaves a lasting impression on your potential employer.

1. Begin With a Strong Opening Statement

Your opening statement should be attention-grabbing and highlight your interest in the position. Start with a brief introduction about yourself and why you're applying for the job. Avoid generic or cliché openings, such as "I am writing to apply for the job opening at your company."

Instead, try to show your personality and interest in the position. If you know someone at the company or have a connection, mention it in the opening statement. For example, "I'm excited to hear about this opportunity from a friend in your marketing department."

Your opening statement should be no more than two to three sentences long. Remember, the goal is to get your potential employer to keep reading and learn more about you.

2. Highlight Your Education and Relevant Coursework

When writing a cover letter, you may want to highlight your education and relevant coursework. Your education provides a strong foundation of knowledge and skills that can be applied to a job. While doing so, mention your degree and any relevant coursework you have completed.

For instance, if you're applying for a marketing role, showcase any relevant marketing coursework or projects. You can also highlight relevant accomplishments. It's important to note that not all achievements will be relevant to every job application.

If your academic achievements are relevant to the position, mention them in your cover letter. Provide specific examples of how they showcase your strengths and potential as a candidate.

3. Focus on Your Strengths and Transferable Skills

Transferable skills are skills that can be applied across different jobs and industries. While demonstrating transferable skills on your CV helps, including them in your cover letter can further enhance your job application.

Common transferable skills include teamwork, leadership, problem-solving, time management, and more. Instead of listing your transferable skills, give specific examples. Share experiences from any team activities where you tackled challenges and found solutions.

4. Mention the Company Values That Align With You

Organizations often emphasize cultural fit during the hiring process. By highlighting your alignment with the company values, you provide evidence of your potential cultural fit for the work environment and team dynamics.

Research the company and identify its important values that resonate with you. Start by visiting the company's official website. Look for sections like "About Us," "Mission and Values," or "Our Culture." You can also check the social media profiles, employee testimonials, or any press releases that highlight the company’s values.

Once you've identified the company values you want to highlight, provide specific examples to support them. Share anecdotes or experiences that showcase how you have lived out these values. For instance, if one of the company values is "collaboration," mention a successful team project where you collaborated.

5. Use Keywords From the Job Description

Many companies use Applicant Tracking Systems (ATS) to screen and filter resumes and cover letters. These systems often scan for specific keywords to identify qualified candidates. By adding the right keywords, you can increase the chances of your cover letter aligning with the employer's requirements.

Pay attention to the specific words and phrases in the job description and mirror them in your cover letter. For instance, if the description mentions "attention to detail" as a required skill, use similar wording to describe your attention to detail in previous projects or assignments.

While it's essential to add relevant keywords, avoid excessive repetition or keyword stuffing. Aim for a natural flow in your writing. Focus on showcasing your skills and experiences rather than forcefully inserting keywords without proper context.

6. Express Your Enthusiasm

Next, as you end your cover letter, show your enthusiasm for the role and the company. It will show your potential employer that you are passionate about the opportunity. Highlight specific aspects of the company or the position that excites you. Refer to the company’s recent projects, initiatives, or achievements that have caught your attention.

While it's important to express enthusiasm, remember to maintain a professional tone in your cover letter. Strike a balance between enthusiasm and professionalism to show your interest and suitability for the role. Use a positive tone throughout your cover letter. Avoid generic phrases and opt for more specific and vivid descriptions that showcase your interests.

7. Proofread Your Cover Letter

After completing your cover letter, take a break before proofreading. This break helps you approach the proofreading process with fresh eyes, making it easier to spot areas that need improvement. Consider using the best spelling and grammar-checking tools or seeking help from a trusted friend or colleague.

Here's an Example of a Cover Letter

Dear [Employer's Name],

I am writing to express my strong interest in the [Position] role at [Company Name]. I was thrilled to learn about this opportunity from my friend, [Friend's Name], who works in your marketing department. From my research and conversations, I have come to admire [Company Name]'s commitment to innovation and its positive impact on the industry.

As a recent graduate with a Bachelor's degree in [Your Field of Study] from [University Name], I have developed a solid foundation in [relevant coursework or major subjects]. Through my coursework, I have gained a deep understanding of [specific concepts or skills relevant to the position], which I believe will contribute to my success in the [Position] role at [Company Name].

At [University Name], I had the privilege of working on various projects that required strong teamwork, problem-solving, and effective communication skills. In my marketing research course, I led a team project where we conducted extensive market analysis. We developed a comprehensive marketing strategy that resulted in a 30% increase in customer engagement for a local business.

Thank you for considering my application. I have attached my resume for your review. I would welcome the opportunity to further discuss how my qualifications align with the goals and vision of [Company Name].

Once again, I appreciate your time and consideration. I look forward to the possibility of joining the exceptional team at [Company Name] and contributing to its continued success.

[Your Name]

Stand Out With a Compelling Cover Letter

With a well-crafted cover letter, you can convey your potential and convince employers to consider you for the position. Remember to tailor each cover letter to the specific job and company, highlighting the most relevant aspects of your background and showcasing your interest in the opportunity.