The Insights Blog

Droplets: the secret weapon to better proposals

Droplets: the secret weapon to better proposals


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:

This magic formula is easy to use. Here’s an example from our own work at Mercer Island Group:
Droplet’s can be used in a variety of situations:

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!

Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Zillow Group, Microsoft, UScellular, Nintendo, Ulta Beauty, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.