Marketing consulting

Write the proposal the person who signs the ad budget can finish.

Marketing consultants sell to owners who have already paid for posts, ads, and a rebrand, and still cannot say what a new customer costs. The document has to tie your fee to a number the business already tracks, or it will lose to the next agency that promises reach.

The number the partners already argue about

Ask which figure is already on the table in their monthly meeting: cost per booked job, cost per kept appointment, revenue from customers who came back, or the share of sales that started with a named channel. The proposal should use that figure and no other. A new dashboard full of metrics they did not ask for is how the last engagement died.

Name the accounts, the clinics, the shops, or the product lines in scope. 'The brand' is not a scope. Three clinics with three ad accounts is a scope. So is one product line and the landing page that is supposed to sell it.

Keep media spend out of your fee

Your fee is for the diagnosis, the plan, and the working rhythm. The money they pay to ad platforms is theirs. Write that split in the investment section so a partner does not think €7,500 includes the ads. It never does, and the argument later is expensive.

Say what you will not do. A marketing proposal that also quietly includes a new website, or treats the ad budget as part of the fee, will be compared with three cheaper specialists and will look vague. Pick the commercial problem.