I discovered Dr. Tom Sant and the Sant Corporation several years ago when I was heavily involved in proposal writing. Dr. Sant is a leader and innovator in the proposal writing field and the author of Persuasive Business Proposals.

I highly recommend this book, as well as Sant’s amazing proposal generation software (ProposalMaster) that helps you create persuasive proposals. Working with Microsoft Word, the software guides you through a series of screens where you select relevant content to easily build your document.

Do you know the most important elements of an effective proposal? See if you can pick the top three from the following list:

1. Accuracy of the content
2. Addressing the customer’s needs and objectives
3. Addressing the requirements of the RFP
4. Case studies / success stories
5. Clarity of the writing
6. Completeness
7. Compliance
8. Conciseness
9. Cost justification / ROI / Life cycle cost analysis
10. Facilities section
11. Graphics
12. Management plan
13. Pricing
14. Prior experience
15. Project plan
16. References
17. Resumes
18. Technical innovation
19. Technical plan
20. Vendor’s history / capabilities / experience

According to Sant, the three that seem to matter the most are:

• Addressing the customer’s needs

• Addressing the requirements of the RFP

• Cost justification / ROI /Life cycle cost analysis

“People want to know that they’re getting what they need, that you’re going to deliver it in a way that conforms to their expectations and technical requirements and that will offer good business value. The other stuff? Background support. Substantiation. Sometimes a reason to eliminate a vendor. But ultimately not as important.” (from What Matters the Most in Winning, Sant’s Messages That Matter blog).

Learn more about the Sant Corporation

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Taking advantage of the power of video technology and one-on-one communication, Page Gravy is an innovative way to introduce products and services on a Web site — video ads using professional actors.

A video actor will “pop” into a company’s website to talk about whatever a client wants. And, it’s memorable. Studies indicate that people have better recall and retention if they see and hear about a product.

“We have good concepts with reasonable costs to help you sell your product,” said Hank Kozub co-founder of Page Gravy. “We represent value and innovation.”

A 30-second video costs $399, while a 60-second video costs $499. And the client is in the driver’s seat.

Go to the website, click on How to Order, and you’re on your way. The client can choose from dozens of Page Gravy actors, ranging in all ages, and can specify what they say, do, and wear. The client makes the choice, sends in the script or uses the company’s scriptwriting service, and then sits back and relaxes. Page Gravy films and edits the video, and provides the client with instructions on how to put the ad up.

One-on-one communication is the most effective way for a business to make a true connection with their clientele and maintain that relationship in the long-term.