Copywriting Tip: Write A Proposal

Ian Lurie

I am a writer at heart (aren’t most marketers?).

When I’m really stumped for sales copy on any topic, I write a proposal. Doesn’t matter if I actually need a proposal. I write one, regardless.

Most people don’t enjoy making a sales pitch. Somehow, though, the proposal gives you an ‘out’: It’s supposed to be a sales pitch. So it’s OK.

That’s how I wrote the copy on my consulting package page – it was a proposal, first.

Try it:

  1. Pick a potential client, or someone you’d like to be a potential client.
  2. Write them a proposal.
  3. Set it aside for a while.
  4. Cut and paste into the web site/blog/landing page/newsletter/magazine ad that’s causing writer’s block.
  5. Edit as needed.
Ian Lurie

Ian Lurie is the founder of Portent. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). Ian's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Ian is now an independent consultant and continues to work with the Portent team- training the agency group on all things digital. You can find him at

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