The perfect sentence, properly placed, can make a world of difference to the persuasiveness of an agency’s written proposal.
And the perfect line added to your formal or informal pitch, in the right context, can add great weight to your agency’s capabilities and the prospect’s confidence in you and your team.
What is this perfect sentence or expression?
The droplet. And the droplet can help you increase prospect confidence and help your agency win more business.
Here’s how.
First, let’s define what a droplet is!
A droplet is a one-sentence description highlighting past work that is relevant to the prospect. That’s it! Clear, concise, and confident.
The droplet proclaims, “we’ve done this before very effectively” and provides the evidence.
The droplet includes the brand you supported, the business challenge, the strategy or tactic used, and the outcome. That’s all. And there is a simple, fool-proof formula to creating a compelling Droplet:
- Add one to a cover note after focusing mainly on the prospect
- Insert one into a written proposal when describing key capabilities
- Pepper your pitch presentations with an occasional Droplet while talking about the prospect’s business and challenges
In essence, a droplet can be sprinkled into virtually any discussion or interaction you’re having with a prospect, from an informal chat to a Q&A or a pitch.
Droplets add weight to your words while letting you tout your successes briefly.
You can use the following visual as a reminder:
Droplets are just one fantastic form of a case study. We are often asked, “How long should a case study be?” Our answer: it depends. There are four basic types of case studies: long form, short form, caselets and droplets. The important thing is that you tell the right story for the situation. You can read about the four types here.
Droplets are perfect for a quick jolt of credibility. Much like the best ad copy, there is strength in brevity. Highlight only what’s most compelling. Try them in your next written proposal or presentation!
