Copywriting guidelines for your next proposition

1. Examine everything in your own experience that is relevant to your client's biggest challenge. Look at past projects, talk to your team members. Look at lessons learned on previous assignments, they're rarely documented, so spend time talking to key people. Don't rush. Don't make assumptions if there are gaps. List your questions and look for the right answers.

2. Demonstrate your expertise by telling relevant success stories. Be generous, but don't give too much away. You have to build confidence and trust.

3. Be the voice of a friend. Offer advice and help whenever you can. People bond with people, not companies. Don't be afraid to speak naturally. We do it in the bar, coffee shop and on the golf course. More and more meetings are being held outside the office.

4. Use an anecdote to illustrate something outstanding about your business. Denominate benefit in financial or productivity terms. It could be a money-saving idea that saved your client a lot of money. Or it could be joint expertise on a collaborative project or a patent for an invention. You are different, so promote the difference that makes the difference.