Absolutely true! That's why I think testing is so important in any marketing endeavor. People don't always react the way you expect them to. Thanks for joining in!
Excellent advice! One other thing I like to do is add an "executive summary page" that highlights the key benefits, cost and ROI. Even a twenty-page proposal on a complex product or service can usually be boiled down to a page or less. Maybe that's the best place to start writing a proposal...?
