If you’re sending out the same old proposals and hoping for better results, you’re not alone—and you’re probably leaving deals on the table. This guide is for sales teams, freelancers, and agencies who use Proposify and want to stop blending in. We’ll skip the generic advice and get right to the practical stuff: how to actually make your proposals feel custom without wasting hours, and what’s worth tweaking (and what isn’t).
Why bother customizing at all?
Let’s get one thing out of the way: yes, templates save time. And yes, some clients won’t read every word, no matter how hard you try. But real customization—the kind that makes someone feel like you “get” them—can be the difference between a signed deal and radio silence.
It’s about more than slapping a logo on the cover. Custom proposals show you’ve paid attention and that you’re not just running them through the same sausage grinder as everyone else.
Step 1: Start with a strong template, but don’t worship it
Templates are a starting line, not the finish. Proposify’s templates are decent, but you’ll need to invest an hour or two up front to make one that fits your offering, your brand, and your voice.
- Trim the fluff. Most templates are padded with filler (“We pride ourselves on best-in-class solutions…”). Cut anything that sounds generic or like it came from a B2B random phrase generator.
- Bake in your differentiators. What’s actually unique about you? If it’s your turnaround time, your process, or your pricing model, make sure that’s front and center.
- Set up reusable building blocks. Use Proposify’s content library for bios, case studies, or pricing tables you’ll want to swap in and out. This makes future customization a five-minute job, not a full rewrite.
Pro tip: Spend time on your template’s structure now, and you’ll save hours customizing down the road.
Step 2: Research the client (but don’t go down a rabbit hole)
You don’t need to become an expert on your prospect’s business, but a little research goes a long way.
- Find out what matters to them. Check their website, recent press releases, and—if you’re feeling brave—their LinkedIn posts.
- Look for language cues. How do they describe their problems or goals? Steal their phrasing for your proposal.
- Identify their decision makers. Personalize the intro or cover letter to the actual human reading it, not “Dear Sir/Madam.”
What not to bother with:
Don’t waste time referencing ancient company history or trying to connect on a personal level if you don’t have a real reason. Forced familiarity is easy to spot.
Step 3: Customize the key sections (and skip the rest)
Not every page needs a personal touch. Focus on the parts people actually read:
1. The Cover
Make sure the project name, client logo, and their point of contact’s name are correct. Small details matter more than a “wow” design.
2. The Intro/Executive Summary
This is where most clients decide if you get them or not.
- Reference their goals or pain points directly.
- Use their name and company, not just “your business.”
- Keep it short. Three to five sentences is usually enough.
3. The Scope of Work
Spell out exactly what you’re offering, in their language. If they said “content marketing” on the call, don’t call it “branded storytelling initiatives” in the proposal.
- Highlight anything that’s specific to their situation.
- Call out anything you aren’t including, if you’ve discussed it. It avoids confusion later.
4. Pricing
Tailor your pricing table to match their expectations. If you talked about a phased approach, break it out that way. Don’t just dump your standard price list and hope for the best.
5. Case Studies or Proof
Swap in examples that actually relate to their industry or problem. If you don’t have a perfect match, at least pick something relevant.
Step 4: Use Proposify’s variables and custom fields
This is where Proposify earns its keep. You can set up variables (like {{client_name}} or {{project_title}}) in your templates to auto-populate info as you go.
- Set up company-level variables for things like your team’s contact info, so you don’t accidentally send a proposal with the wrong phone number.
- Use custom fields for project-specific info (deadlines, deliverables, etc.), especially if you’re sending out lots of proposals every month.
What doesn’t work:
Relying only on variables creates that “mail merge” feel. Always review the final draft to catch awkward phrasing or missed spots.
Step 5: Make it visual, but don’t go overboard
Good design helps, but you’re not pitching a branding agency (unless you are). Proposify lets you add images, videos, and custom layouts—use these sparingly.
- Use client logos, brand colors, and relevant images to show you actually paid attention.
- Embed short intro videos if you have the time, but don’t force it. A generic talking head video is worse than none at all.
- Keep formatting consistent so the proposal feels cohesive, not like a scrapbook.
Don’t bother:
Adding stock photos or visual fluff just to fill space. If it doesn’t help tell the story or clarify something, leave it out.
Step 6: Make it dead simple to sign
Don’t let a clunky process kill your deal at the finish line.
- Use Proposify’s e-signature tools so clients can approve right in the proposal. No PDFs, no printing.
- Add clear instructions on what happens after signing. Spell out the next steps so there’s no confusion or lag time.
- Set reminders inside Proposify for automatic nudges if they haven’t signed after a few days.
Skip this:
Don’t add extra paperwork or forms unless you absolutely need them. Every extra step is a chance to lose the deal.
Step 7: Double-check everything. Then check again.
It sounds obvious, but typos, broken links, or the wrong client name are deal-killers. Before you hit send:
- Preview the proposal in Proposify exactly as the client will see it.
- Send a test email to yourself or a teammate.
- Check variable fields—they’re easy to overlook if you’re moving fast.
Pro tip:
It’s worth building a short checklist for your team. It’ll save you from embarrassing mistakes.
What to skip (most of the time)
- Generic company bios: If you have to include them, keep it to a single paragraph.
- Long technical appendices: Unless the client asked for them, don’t overload the proposal with specs.
- Overly formal language: Talk like a human. It’s easier to read and more likely to get a response.
Keep it simple. Iterate as you go.
Customizing proposals doesn’t have to be a slog. Build a solid foundation, focus your time where it matters, and don’t stress about making every page a bespoke masterpiece. The more you do this, the faster—and better—you’ll get. Keep your proposals direct, clean, and personal, and you’ll see more wins without burning out.
Now get customizing, and good luck.