I would suggest personalizing it as much as you can based around the client. I've seen this dramatically increase approvals. Things like putting the clients logo on the sheet, writing so the client is not reading about your pitch but reading about their future show, forming the text as if the show is already happening. I find the more you sprinkle in these items the better. I just redid a bunch of my templates and proposals and scaled down the clinical talk and ramped up the personal. I even have sections which are me talking such as:
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..the project will be completed in two weeks. Approval begins at the end of the month.
Franklin: I feel that this new show has huge potential to extend your brand. Because your demographic skews younger, we are really looking forward to creating a package for you with a fresh new look. I have no doubt that...
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Stuff like that. Adding in personal stuff to make it less template-y. It may seem less professional but really you are just working to connect personally one on one with a decision maker. You want them to "really like your ideas and how you feel" as opposed to "I got the details and like the project outline".
People hire you more often because they like you as opposed to talent. So it may be worth it to infuse more personality into printed materials.
Frank
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