Dan Mall says agencies waste time designing beautiful PDFs then email them to clients, which kills the conversation. A proposal should be an interaction, not a document you awkwardly present over video.
The biggest mistake agency owners make when it comes to proposals is thinking a proposal is a document. So they spend most of their time designing the document, and then once they're finished with the document, it feels weird and stupid to read a document out loud to another adult. After all, the client is smart and they know how to read. So the agency owner just decides to send it over email. You spent all of your time designing this thing, and that's the exact thing that pushed you into the waiting room. So if a proposal is not a document, What is it?
