The Secret to Getting Your Proposal Read First? A Killer Cover.

Sample proposal cover from a previously submitted RFP

After submitting hundreds of proposals and sitting through just as many debriefs, I’ve discovered one potent, surprisingly overlooked trick to winning more work:

👉 Design an amazing cover.

Sounds simple, right? But here’s the thing—the first proposal read sets the tone for the rest. It becomes the benchmark. Everything else is judged against it. So why not be the one who sets that bar high?

Don’t Underestimate the Power of the Cover

Too often, proposal teams will pour hours (days!) into crafting their content, refining resumes, and perfecting project sheets—only to slap on a generic, uninspired cover at the last minute.

“But Chaz, it’s just a cover. Why would the selection committee care?”

Here’s why: Picture yourself in their shoes. You’ve got a stack of 10 or 12 proposals to read. Odds are, you're going to start with the shortest one—or the one that looks the most inviting. That’s just human nature.

And let’s not forget: selection committees are still made up of people (not AI… yet 😉). That visual first impression matters.

What Makes a Cover Great?

Let me break down a few of my go-to strategies:

Use a 3x4 Grid Layout
This gives structure to your visuals and text, making everything clean, professional, and easy to digest.
Feature the End User
Include an image that represents the people who will use the space you're proposing to build or improve. That instantly signals empathy and relevance.
Logo Etiquette
Keep your logo tucked into a corner—don’t let it dominate the page. And if you’re including the client’s logo, match its size to yours. Respectful. Balanced. Professional.

“But We’re Submitting Electronically…”

Even better.
Drop a screenshot of the cover into your email's body or executive summary. Hyperlink it to the full proposal. Make it clickable. Build anticipation before they even open the file.

The Bottom Line

Creating a standout RFP cover doesn’t have to be complicated, but the impact can be massive. Make your proposal the one they remember first, and the one they compare the rest to.

Need a jumpstart? I’ve linked a few of my favorite cover templates in the comments to make your life easier.