Writing a proposal

Use this for any request that ends in a document a client says yes or no to.

1. Prices come from [[Pricing]]. Never invent one.
2. Present the [[Offer Ladder]]: three options, always. Recommend the middle one.
3. Open with the outcome the client wants, not Northwind's history.
4. Write in [[Brand Voice]]: plain, warm, specific.
5. Close with one clear next step and a date.

Structure, section for section:

• The outcome (2–3 sentences).
• What we'd do (bullets, scoped).
• The three options and the recommendation.
• Timeline and the next step.