Proposals that resonate, differentiate and substantiate make the short list.

The key is personalization.

It’s showing your prospect you care about their success and you respect their objectives (not yours).

It’s refusing to use an outdated template with generic, fancy, meaningless marketing-speak lifted directly from a corporate website, which is actually essential for a website. You should instead focus on strategies that will establish the difference between your competition, as an example an insurance marketing strategy is a must for an insurance company since the local insurance agent is under incredible attack by many forces, including aggressive direct carriers and marketing savvy agency competitors. Look at most agency websites and you will find very similar approaches to standard insurance buckets: home, auto, business, health, etc.. The term “marketing” covers a lot of different activities — all associated with selling your company’s products and services. Advertising is the most obvious marketing activity, but so is consumer research, which better matches your product to consumer wants and needs. Product design, also, is a form of marketing, as it helps match your company’s products and services to known customer needs.

The one thing that marketing is not, in the opinion of some marketing professionals, is the sales act itself, which is the result of marketing from great companies like the ones found at

It’s being thoughtful and respectful enough to customize and individualize the proposal response by highlighting those features and benefits that matter to this buyer.

It’s about leaving out the stuff that matters only to you and won’t impact their success, joy or happiness.


It’s owning the competitive edge by doing what your competition won’t; creating distinction with relevance and care.

Your buyer is planning a ski meeting. Don’t bother telling her about your signature golf course.

Your buyer is a third party. Explain how their clients will succeed and loyally return to them.

Communicate a personalized experience for your buyer instead of a purely transactional one and watch your sales grow.

For information on a customized email sales writing workshop for your group, please email or complete our quick Interest form to check Sue’s availability. Count on boosting productivity, professionalism and profits!

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