Jigsaw Comparison – The value of "why" in your proposals

“What” is about telling. “Why” is about selling. Look for these differences when it comes to creating context in your proposal. 


“About us.” “The strategy.” “The idea.”

Shuffle through the pages of any proposal and you’ll see these “what” headlines, followed by words and images that explain those headlines.

The problem is, “what” doesn’t sell. “How” and “why” sell. Your proposal needs to go beyond content and provide context to your buyer. Yes, put the “what” somewhere on the page, but ensure you’re reinforcing it with more benefit- or context-driven language.