The four words that changed how I write proposals...

The three option proposal was a total game changer for me. When you give a client one option, there's only one real response: thanks very much, I'll get back to you. Three options create opportunity for conversation instead.

But here's the tip that makes them work even better. At the top of each option, add a small section that says:

"Choose this option if..." That's it.

When you write "Choose this option if..." you're framing the option for the client. You're guiding them towards thinking about it the way you want them to think about it.

It could be something simple like "Choose this option if... budget is your key decision making factor." Or "Choose this option if... you want a pilot test first before committing to a larger program." Or "Choose this option if... you need to implement change quickly."

The beauty of it is that it frames the option without showing preference. And when you're sat at your desk trying to work out what the options should actually be, "Choose this option if..." can help you develop them too.

Why would the client actually want this option? What's the real benefit to them? What are they going to get from it?

It's such a simple thing to add, but it genuinely changes how clients receive your proposals. And it can really help to facilitate a decision.