Why Your Proposal Shouldn’t Start with Credentials (and What to Do Instead)
In competitive PR and professional services pitches, proposals often begin with a glowing “About Us” section. Here’s why that’s a mistake — and how to make credentials work for you, not against you.
Why Credentials Don’t Belong in Proposals
Clients don’t hire you for self-praise. They hire you for proof of professionalism. Credentials sections:
- Repeat what’s on your website
- Sound identical to competitors
- Bore the reader before you’ve addressed their needs (because they did their homework on you and already know your credentials)
The Strategic Alternative
Send credentials separately and in advance. This:
- Speeds up delivery (demonstrating your professionalism, compared with competitors struggling to get their proposal in on time)
- Gives you an excuse to follow up
- Lets you tailor the proposal based on feedback
How to Make Credentials Work
If you include case studies, use the SCARR framework:
- Situation
- Challenges
- Action
- Results
- Relevance
Common Mistakes
- Irrelevant dates (“Founded in 1976” impresses no one)
- Uneven team bios
- Underpricing premium services
- Copy-pasting from your website
Aligning with Positioning
Your credentials, case studies, and pricing must match your market positioning. If you claim premium status, your pricing should reinforce, not contradict, that.
Conclusion
Lead with insight, not ego. Demonstrate your value through relevant, concise credentials presented at the right time.