#57: How to Write a Persuasive AEC Proposal Cover Letter
Are you guilty of taking the last proposal and using that for the next one? Many of us are guilty of that, me included. I’ve been there. Maybe we open the last proposal, click save as, change a few things, especially the client name, and submit it. I get it. We are busy and probably submitting way too many proposals.
But, it’s terrible to do that. If there is one part of the proposal and only one part you spend time on customizing it absolutely must be the cover letter. The most important part of your proposal is your cover letter. The proposal cover letter is often the prospect’s first impression of your firm, even if they already know you. And, that first impression makes an imprint on the reader’s brain. If it’s a good impression, everything you hear or read after that it’s absorbed and goes to strengthen that good first impression. If it’s bad, the brain tends to want to save energy so it repels anything bad after that first impression. It’s very difficult to change that first impression.
So, beginning your proposal with the phrase “We are excited to submit…” is actually hurting the rest of your proposal and quite possibly your shortlist chances. You’re missing out on an opportunity to grab the attention of the reader and imprint a positive or good impression that will stay with the reader through the rest of the proposal.
My guest, Peter Kienle, FSMPS, CPSM, MBA is here to offer advice on what you should and should not include in your cover letter. If you find yourself seeing some similarities, we have some support for you as well. A few ideas on what you should be including the length of the cover letter, how to summarize it, and even who should be signing. Stop creating your cover letter all wrong and start getting those proposals read and shortlisted.
Here are some highlights:
- Why are cover letters so important for AEC proposals? 4:33
- What entices selection committee members to read the entire proposal? 8:36
- How to focus a cover letter 10:04
- Magic of 3’s 10:43
- Is your cover letter telling & not selling? 12:41
- Examples of a good and bad cover letter 13:54
- Stand out at the end of your cover letter 19:02
- Who should sign the cover letter 21:04
Peter J Kienle, FSMPS, CPSM, MBA, Kienle Communications
After writing/editing/proofing over 500 proposals in my career, I have a shortlisting record of over 80%, most submittals for very competitive major projects. I have a process and format for planning and writing an excellent, on the mark cover letter.
Rate, Review & Subscribe on Apple Podcasts
“I love Lindsay and Marketers Take Flight.” <– If that sounds like you, please consider rating and reviewing my show! This helps me support more people — just like you — fly through the proposal turbulence and have their careers take off. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!
Also, if you haven’t done so already, follow the podcast. I add secret bonus episodes to the feed often, if you’re not following, there’s a good chance you’ll miss out. Follow now!
