Instructions
A new lead inquired — huzzah! Now it’s time to go a bit deeper on what it’s like working with you, just as you would if someone asked to go on a second date with you.
One way to share all of the details is through a compelling sales brochure.
Copywriting is an art and a science, and while we can’t teach you the art piece, we can teach you the science. In this outline, you’ll see what elements to include, and in what order:
Hook/our approach
Services (short)
Social proof (short)
About (short)
Social proof (short)
Portfolio/social proof (long)
FAQ
Social proof (short)
CTA
Have any questions as you read along? Email them to hello@bigmouthcopy.com.
Brochure Outline
(Your Logo)
Proposal For [Client Name]
Clever Headline H1
Intro paragraph. Often called a hook, this is your chance to get the reader to keep going, so hit ‘em with the big guns. Do not waste this opportunity with a generic welcome. Instead, try one of these approaches:
Remind your prospect of the problem they’re experiencing, and how working with you will solve it.
Paint a picture of your prospect’s dream future state (when their problem is solved). Remind them that that future state is within their grasp — they just need to work with you.
Share your unique approach to your work. This will likely include how you’re different from the competition.
“Social proof goes here.”
— Past Client Name
NOTE: Social proof can be testimonials from past clients, a logo bar with accolades or memberships, etc. Testimonials are the most common. When choosing a testimonial, make sure it reflects the value of working with you, not just a compliment.
Our Services
One- or two-sentence description of service. Remind them how this is ideal for them, or what outcome they can expect.
$XXXX
Package Name H3
One- or two-sentence description of service. Remind them how this is ideal for them, or what outcome they can expect.
$XXXX
Package Name H3
One- or two-sentence description of service. Remind them how this is ideal for them, or what outcome they can expect.
$XXXX
Package Name H3
Add-On 1 Name
$XXX
Add-On 2 Name
$XXX
Add-Ons
“Social proof goes here.”
— Past Client Name
Process/Timeline H2
1.
What happens after they book. Often the prepping/researching/design phase. When does it start? How long does it last?
2.
What happens when you deliver your service. When will this be? What can they expect?
3.
What happens after you deliver your service. How does the project wrap up?
“Social proof goes here.”
— Past Client Name
Question?
Answer. Try to limit these to four or five. Think what questions someone who is actually booking you would ask/need to know, and use that to form your questions. Logistical questions are popular here (specific process details, payment details, etc.). Questions about common objections (like price, refunds, experience, etc.) are also popular here.
FAQ H2
Question?
Answer. Try to limit these to four or five. Think what questions someone who is actually booking you would ask/need to know, and use that to form your questions. Logistical questions are popular here (specific process details, payment details, etc.). Questions about common objections (like price, refunds, experience, etc.) are also popular here.
Question?
Answer. Try to limit these to four or five. Think what questions someone who is actually booking you would ask/need to know, and use that to form your questions. Logistical questions are popular here (specific process details, payment details, etc.). Questions about common objections (like price, refunds, experience, etc.) are also popular here.
Question?
Answer. Try to limit these to four or five. Think what questions someone who is actually booking you would ask/need to know, and use that to form your questions. Logistical questions are popular here (specific process details, payment details, etc.). Questions about common objections (like price, refunds, experience, etc.) are also popular here.
Call To Action H2
What are the next steps the prospect needs to take to book you? Be incredibly clear. Pretend like this is the first proposal the person has ever read. If the next step is to hit a button, or sign a contract, or pay an invoice, tell them directly to do that thing.