How to write a good introduction to a planning proposal?

How to write a good opening statement for a planning proposal? Maybe you have never thought about this question, because many friends write planning proposals like this: they create a new PPT, sit in front of the computer for a whole day, and only write down the four words "industry analysis".

A perfect opening can not only liven up the atmosphere and attract the attention of people on site to the proposer, but also allow your proposal to gain an early impression and stand out from the crowd! You should know that clients and judges will listen to proposals from four, five or even more suppliers. If your opening is unique, your first impression will go up, and they will naturally be more tolerant of what you say later.

If your proposal is a patchwork of industry analysis, product analysis, consumer analysis, etc., and the first second people open it, their inner thoughts will be, "Oh my god, I'm going to waste dozens of minutes again," then no matter how exciting your subsequent presentation is, you will still suffer.

A good opening design for a proposal creates a sense of ceremony for the proposal, allowing your subsequent analysis, strategies, creativity, etc. to be presented naturally and grandly, giving people a sense of recognition that "what you say makes a lot of sense." I think that the opening design of a planning scheme can be started from two dimensions, one is to deal with the issue at hand, and the other is to avoid the important issues.

1. Discuss the issue at hand: Directly address the question

Apart from the cramming-style proposal presentation, the most common opening is probably to discuss the actual issue. The technical brief for a bid, or the bidding brief, will usually clearly define the subject. The opening of this dimension is to get straight to the point, start with the subject, and then analyze it step by step.

For example, if a customer wants to buy an SUV priced around 150,000 yuan next year, how should it be launched on the market? Then you should clearly state at the beginning what challenges new cars face in the fiercely competitive segmented market. This is the direct proposition approach. Don’t think that this form is simple. In fact, there are many techniques you can use to make your opening charming and outstanding.

1. In-depth and detailed discussion of the topic

Sometimes the tasks in the brief may be relatively general, or you may have discovered the deeper tasks beneath the surface tasks through analysis. In that case, you can directly put forward the essential issues that you have insight into, give people a sense of thinking at the opening, and then present your analysis. For example, you analyze and find that the 150,000 yuan SUV segment market is already a red ocean, and the task of launching new cars is actually how latecomers can snatch food from the tiger's mouth.

This kind of opening, because you give a detailed proposition, will allow others to think with questions in the subsequent explanation, which can create a sense of integrity and involvement.

2. Hit the pain point and mobilize attention

Creating a crisis atmosphere is a tried-and-true tactic. By directly pointing out the shortcomings of the brand or product at the beginning, customers will feel nervous and their sense of concentration will be enhanced. For example, if the client's new car is positioned in the 150,000 yuan SUV segment, but its product strength does not have outstanding advantages, and it is a non-mainstream independent brand, then this is a difficult matter. You can directly highlight this difficult situation at the beginning and let the people on the scene concentrate on listening to what tricks you have.

Of course, creating a tense atmosphere does not mean making groundless threats. There are opportunities in danger. After a slap in the face at the beginning, you need to give some sugar, point out where the opportunity is, and then start your analysis. On the one hand, this kind of opening can attract people's attention. On the other hand, it puts you and your customers on the same side, creating a sense of resonance and trust.

The opening statement of a proposal that deals with the matter at hand can be a statement, a question, or a rhetorical question. This will make the audience feel more involved. By setting up a good thinking framework and guiding them step by step, you can lead the audience by the nose and achieve a persuasive effect.

2. Avoid the important and focus on the trivial: Spring and Autumn style

Among the countless people, there are those who speak their mind directly and those who beat around the bush. The opening of the second dimension is to play hard to get, and through the emotional opening, everyone's soul quickly returns to the first scene of the bidding.

1. Strategic flashback, opening highlight

That is, use the flashback technique to put the strategy you have deduced in the front and put it at the beginning. The expression of this opening strategy must have a sense of novelty or conflict, which is like a hook, making others want to know why.

For example, using the unfortunate example above, can your strategy be called the new favorite of domestic products? Since everyone can choose joint venture brands for 150,000-class SUVs, can we take advantage of the popularity of domestic products and go the differentiated route of Made in China instead of competing head-on?

Of course, if you want your strategy to debut grandly after analysis and deduction to create a sense of surprise, you can only use other opening methods.

2. Interesting phenomenon, whetting people’s appetite

Interesting phenomena or stories are extremely contagious because they present a scene while also presenting rich details, which naturally have an irresistible appeal, so this opening is a good choice.

For example, you can use the story of changing one's mind frequently to explain the strategy of optimizing resource allocation, or use the story of the elevator theory to explain the strategy of the truth beneath the surface, and so on. The story should be targeted and reasonable. Whether it is a phenomenon or a story, you must immediately explain the point of view, conclusion or reference significance you want to express. Don't attract people just for the sake of attracting people, otherwise you will end up making things worse!

3. The trend of the times sets the tone of the main story

This kind of opening is to express highly summarized or clear-cut views on the trend of the times, consumption trends, business environment, etc., to create a sense of grandeur or momentum, and to show full aura at the beginning of the presentation to attract people's attention.

This opening method is suitable for corporate communications or political and economic related programs. The corresponding technique is the big era with a small incision, which is to approach the topic through a small typical example in the context of the big era, going the other way and making it more vivid and recognizable.

4. Crowd focus, besiege Wei to save Zhao

People are the center of all marketing activities. What we often call recognition, favorability, and word of mouth are actually dimensions of consideration for the relationship between people and products or brands. Therefore, it is a good choice to start the strategy from the perspective of the crowd. Especially when the target group is a special circle or has a special label, this opening is more eye-catching.

Of course, this angle does not mean that you should upload the crowd portrait given by the customer right at the beginning, but to talk about your insights into the crowd, strategies or special phenomena of the crowd, etc. In short, your goal is to bring novelty and temptation to the people who listen to the bidding.

In fact, the opening of the proposal varies greatly depending on the client and the bid documents.

Author: New Media Home

Source: New Media Home