How to Write a Cover Letter for a Proposal: Best Practices & Tips

Struggling with insomnia? I’ve got the perfect remedy.

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Just go find any cover letter that starts with, “We are pleased to present this proposal…”

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By the time you get a half paragraph in, you’ll be deep in REM sleep dreaming about catching a touchdown pass from your childhood dog (or whatever strange things you dream about).

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The point is so many firms submit proposals with bad cover letters that start this way. Proposal writers fall into the trap of copying and pasting the same old boilerplate text they’ve always used, which typically sounds like every other firm submitting a proposal. The result? Your proposal that you worked on for months ends up forgotten on the ash heap of boring proposal history.

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Don’t let this happen to you.

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Don’t Overlook the Extra Points

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You know your team is the most qualified to win the project you’re pursuing, and you all worked so hard to create a winning proposal that showcases the difference-making work you provide. Don’t waste it overlooking the cover letter.

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Think of the cover letter for your proposal like kicking an extra point in football. After the effort needed to score a touchdown, it’s an easily overlooked point scoring opportunity that too often gets taken for granted. But those points count and can be the difference between winning and losing a close game. Remember, for any project worth pursuing, there are plenty of worthy competitors proposing a similar service. When it comes down to crunch time, the extra points can be what lands the contract or leave you writing a “We’ll get ‘em next time” locker room speech for your team.

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So let’s get into it. You know the cover letter is important, and you know you need to start it off stronger than your competitors. We’ll help you get started. 

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Yes, it’s only a single page of what is likely a beefy response to their RFP, but you only get one chance to make a first impression. So why not let your prospective client know right off the bat they could be looking at a winning proposal?

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Capture the Reader’s Attention

Start with a Strong First Sentence

Now, you may be tempted to think, “Ok, so I just need to come up with a jazzier way of saying ‘We are pleased to present this proposal…’”

But the point of writing an engaging cover letter is to proclaim that you alone understand the needs of the client better than anyone else submitting a proposal. I promise you, not one single person outside your company cares how pleased you are to submit this or any proposal. Ever. However, what they do care about is how you are proposing to execute the project on time and within budget and, in doing so, exceed their expectations.

The first sentence of your cover letter is critical. Don’t waste space telling them what they likely already know. This first sentence is where you grab the reader’s attention and let them know that your proposal is different from the others. Avoid cliches and boilerplate language. (But please, for the love of all that is good in the world, don’t switch to starting it with “In this ever changing world…”)

Instead, open with a bold statement or a direct connection to the project. Here are some examples of what you could start with instead. 

• Industry Expertise. "Our team has consistently delivered cutting-edge solutions that reduce operational costs by 20%—and we’re ready to bring that same level of impact to your project."

Starting with industry expertise and results both can draw the reader in and help you avoid future-focused statements like “we will do this for you”. It’s an easy trap in proposals to focus on vague future work. Starting a proposal out with a strong example of what you have already accomplished keeps the proposal focused and guides procurement teams toward why your experience is applicable to their needs. 

• Client-Centric. "Your agency is focused on improving service delivery while cutting response times, and our approach is uniquely designed to help you achieve those goals."

Show them you know them is a classic sales strategy. Give the team a chance to see that you’ve done your homework and tee up a brief summary of both your ability to meet their needs alongside your critical win themes. 

• Problem-Solving. "In response to your need for a more streamlined procurement process, we’ve developed a customized solution that has already saved our clients millions in similar contracts."
  
  This simple statement also hits a pain point while providing ROI for the client in the first line. They’ll probably be excited to see what else they find out as they keep reading. 

Here are some more examples:

• "Our recent project with [Client Name] resulted in a 35% increase in efficiency—results we’re eager to replicate for your team."
• "After reviewing your RFP, it’s clear that your organization values innovation and precision, qualities that our team is uniquely positioned to deliver."
• "Your commitment to sustainability aligns perfectly with our expertise in developing eco-friendly solutions that drive both performance and environmental impact."
• "With over a decade of experience in delivering successful projects within the federal sector, our team is ready to help you achieve your goals on time and within budget."
• "We specialize in creating innovative solutions tailored to [problem they’re facing], ensuring that you not only meet but exceed your objectives."
• "As you prepare to launch [their critical project], our expertise in delivering complex, time-sensitive projects positions us as the perfect partner to ensure success from day one."

Each of these cover letter example openings quickly highlights value, making it clear why the proposal is worth reading in full. Of course, since these are still vague examples we’ve thought up that could appeal to proposal teams across industries, they aren’t something you could just copy and paste from this article to use in your next cover letter. 

We’d be flattered if you wanted to, but the point of this article is to teach you how to do it yourself: how to come up with a strong opening based on your unique RFP and your unique strengths to support the project. 

These examples are designed to help you think of different ways to approach opening your cover letter. They have some of the building blocks that will help you tell the story of why you’re the right choice for this project. 

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Building Your Own First Sentence

Ready to get started crafting your own first sentence of the cover letter?

Your first line should tell the reader you understand their needs AND have a clear vision for how you can solve their problem. Use this space to speak directly to the client’s goals and show that your proposal is tailored to them and is not just a recycled template.

A strong first sentence should be:

1. Client-Centered: Speak directly to the client’s needs or pain points.
2. Specific and Relevant: Reference the project or outcome they care about, rather than giving a generic introduction.
3. Value-Oriented: Show right away how your solution will help the potential client, creating intrigue about how your proposal addresses their needs.

Once you come up with the right first line that will capture their attention, all you have to do is write the rest of the cover letter … and executive summary, past performance summaries, proposal writing, pricing proposal, key personnel resumes, and the rest of the RFP response. You got this. 

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Focus on What the Client Cares About

Let’s Look at the Client’s Needs

Need some guidance on how to create this magical cover letter that speaks directly to a client’s needs? That’s why we’re here.

A winning proposal cover letter should reflect the client’s priorities, not just your company’s strengths. Use the cover letter to highlight key points that show your deep understanding of the project. Mention their pain points, challenges, or specific goals, and briefly explain how your solution addresses these concerns. The decision-maker should feel like you’ve done your homework and it’s the first opportunity for them to see you are offering a customized solution just for them.

Start by following this structure for an effective cover letter:

• Company letterhead: Write your cover letter on a document that includes a well designed letterhead with your logo. 
• Salutation: If possible, avoid the “to whom it may concern”. It’s not always possible, but a cover letter opening with “Dear Mr. or Ms.” is more personable. 
• First paragraph: 1-2 sentences describing the client’s goals, objectives, and/or challenges. 1-2 sentences detailing how you will help them achieve those goals (with a proof point).
• Sentence introducing the benefits your team provides the client:
• Value proposition #1: describe the benefits and why it matters to the client
• Value proposition #2: describe the benefits and why it matters to the client
• Value proposition #3: describe the benefits and why it matters to the client
• Closing paragraph: reiterate how your company/team/approach/experience aligns with the client and this particular contract/project. Include contact information (email and phone number), steps they can take to follow up, and a call to action.
• End it with a sincerely and a signature. 

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Personalize the Template

While it’s tempting to use a good cover letter for multiple proposals (and just switch out the customer names), personalization is key. Don’t copy and paste the same content for every submission. Tailor your cover letter to address the specific elements of this particular project. Take time to customize each letter to reflect the unique aspects of the project or client. A great cover letter includes small details — like referencing a specific in-person meeting or aligning your message with the agency’s mission — that can make a big difference.

For example, you could drop in a line like:

"After our discussion during the pre-bid conference, it’s clear that your agency values innovation and sustainability, which aligns perfectly with our approach to this project."

By personalizing your letter, you show that you’ve invested time and thought into the proposal, making it more likely to capture the decision-maker’s attention.

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Make it a Conversation

Using a conversational tone in your proposal cover letter is crucial because it helps you connect with the evaluators on a more personal level. Instead of sounding distant and overly formal, writing in the first person creates a sense of direct engagement, making your message more relatable and memorable. 

Evaluators and decision-makers are people, too, and speaking to them in a natural, approachable way can leave a positive impression. For example, instead of writing, "Our firm believes it can meet your needs," try "We’re confident we can help you achieve your goals."

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Use the Company Name

Mentioning the client’s name more than your company’s shows that your focus is on their needs, not just promoting yourself. It signals that you’re prioritizing their challenges and objectives, which is what they care about most. 

For example, instead of repeatedly saying, "XYZ Company has 20 years of experience," shift the focus: "We understand that [Client’s Name] is seeking innovative solutions, and we’re excited to bring our more than 20 years of expertise to help you achieve that." This client-centered approach strengthens the relationship and shows you’ve done your homework.

Leave cues in your proposal cover letter template to remind you to add in the client name. 

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Be Brief but Impactful

Your cover letter should be concise. Ideally it will be a single page. Focus on delivering value without overwhelming the reader with details that belong later in the business proposal. This is your chance to entice them to dive into the full proposal. 

Hit the high notes: your experience, your understanding of the project, and why you’re the best fit.

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Summing it up: Key Points for a Winning Proposal Cover Letter

1. Start strong: Use a bold, client-focused opening sentence.
2. Address the client’s needs: Briefly discuss their challenges and how your solution addresses them.
3. Be concise: Keep it to one page, focusing on the high-impact points.
4. Personalize the template: Tailor your letter to each project and client.
5. Proofread!

This format isn’t complicated if you know where to keep your focus. The client wants to see that you understand the scope of the project, you have an experienced team to execute a strategic plan, and you have the resources to complete it on time and within budget better than anyone else.

At the end of the day, though, it’s still just a cover letter. You aren’t winning proposals just off this first page. But taking the time to show you know the potential client and their needs is a great way to have them start their evaluation process. What we hope you’ll do is spend a little more time thinking about the cover letter as a tool to set up your proposal, rather than a page that just is another thing you have to check off the list. 

At Summit Strategy, we’re on a mission to free the world of bad cover letters. Who’s with us?