Have a good title

Think of a good title which enhances the readers' curiosity and also is an apt description of the objective and content. Have a title that is appropriate, descriptive, and (perhaps) imaginative.

For example a quality training proposal can have the title as " Creating 6 sigma employees" or a PMS proposal can have the title as "Project Tiger" etc.

Make it short

Time and patience both are in short supply. Make it brief to the point.. Nobody has the time to read 10-12 pages of a proposal

Give you best ideas but not all your ideas

A proposal is often judged by the worst idea so do not mention all your ideas as somebody or they will pick on them and your proposal will lose the focus.
You will never get the chance to present it gain. Leave your off the wall suggestion to later discussions.

Keep the Reader in mind

The most important thing you can do with the introduction to your proposal is demonstrate that you understand the prospect's needs and wants.
A Google search or a profile in Facebook, Myspace ..etc can reveal a lot about the user which can be included in the proposal.
A proposal to senior management should not cover the historical detail but more how it fits in with the long term strategy. It should have only critical details.

A proposal to middle management should cover the tactics. How much it ill cost ?.
What will be the benefits? Ask for suggestions to improve the future transaction.

A proposal to lower management will have a lot of operational details because of limited understanding and gaps of the business. How will it work, what will be the conditions, cost, techniques, benefits.

Ask for suggestions

While writing the proposal, brainstorm ask for the suggestions and ideas. Then include the best one in your proposal

Create a relationship

Instead of writing it in a boring formal tone write it in a more informal relationship oriented tone. For example, you can mention this is our internal thought in this matter….
Or we thought this will be good for your/our business….

Use charts/ tables to make a point

Dramatize but do not overdo it. Instead of being descriptive use bullet points, tables, charts or graphs to make a point.

Quick Checklist

Make your proposal SMART: Have a clear objective

-Suitable (meets identified needs, yours and theirs)
-Manageable (fit to carry out the tasks)
-Appropriate (is it the most efficient way of meeting the needs,
for you and your partners)
-Responsible (is it relevant to the enquiry and policies)
-Transferable (sustainable and accepted)

Adapted from Mark H. McCormack book on Communication.

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