Writing Sample

Proposal Language

 

This copy sample is taken from an agency's proposal to a regional B2C financial institution.

 

Audience:  Buying committee comprising leaders from internal purchasing, marketing, and sales departments.

 

Goals: I was asked to distinguish the agency from competitors bidding on the same opportunity, and set expectations for the collaborative experience.

 

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Excerpt

Culture over Demographics

The past 40 years have moved Americans to live online. Since the days of dial-up BBSs, we’ve increasingly left behind the limited classifications of generation, race and regionality. Now, we select our professional networks, our aspirational role models — even our families — with intention. Self-determination has become a fiercely held principle, and we signal that by expressing our unique character online.

 

Traditional demographics never correlated with the values, motivations, or affinities of an ideal customer profile; our commercial forerunners just lacked the data and technology to eschew lazy stereotypes. These days, we don’t need to pick a ZIP Code or an age group and hope for the best. (We’re not simply “going after Zillennials.”) We’ll overlay intellectual rigor and a good bit of data with your existing market insights. Then we’ll set out to sincerely communicate with a tiny culture full of qualified potential customers.