Tips to Write a Killer Proposal Cover Letter for Your RFP Response (with Examples and Prompts)

There’s a moment. Right before you click “Submit Proposal.” That strange, slightly panicky realization: “Did we really just lead with that cover letter?”

You tell yourself it’s just a formality. Everyone writes the same thing anyway. “Thank you for the opportunity… blah blah blah.” But here’s the thing. If it were truly basic, you’d probably be closing more deals.

The reality? RFP response cover letters are often the first thing that gets read and the last thing that gets remembered. Not because they’re brilliant. But most of them sound like they were written by a polite robot in a very tight blazer.

This page? It sets the tone. And in an inbox full of templated intros and forced “synergies,” your cover letter can either be a quiet yawn… or the thing that makes someone go, “Okay, let’s read the rest.”

So let’s write one that does the job without trying too hard. Something that says, “We saw what you need. Here’s how we can help. And also, we’re real people.”

We’ll walk through how to write a proposal cover letter for RFP response, the difference between a cover letter vs executive summary, what to avoid, what to keep, and how to get a decent draft out of ChatGPT (without sounding like ChatGPT wrote it).

Cover Letter vs Executive Summary: Know the Difference

This one trips up a lot of folks. It’s okay. Even seasoned sales teams mix these up while frantically exporting PDFs at 11:59 p.m.

Here’s how to think about it:

Your cover letter is like showing up at someone’s door and saying, “Hey, I heard you might need some help. We’ve done this before. Here’s why we care about getting it right for you.” It’s short. It’s personal. It’s your foot in the door.

Your executive summary is once you’re inside, they’ve offered you coffee, and now you’re walking them through how you plan to fix their problem without burning their house down. It’s sharper, more detailed, and focused on the what and how. Less on the handshake.

The problem? Most people either:

• Combine both into one long ramble
  
• Use the cover letter as an info dump
  
• Write the executive summary like a vague mission statement
  

And then wonder why their proposal gets ghosted.

Start thinking of the cover letter as a one-page vibe check. It tells them: “Yes, we read the brief. Yes, we understand the stakes. And no, we’re not here to waste your time.”

The executive summary does the heavy lifting, but only if the proposal cover letter opens the door in the first place.

Why Your Cover Letter Deserves More Effort

Most proposal cover letters are some variation of “Thanks for the opportunity to submit our proposal. We’re very excited. Please find it attached.”

Translation: We didn’t really try.

It’s not wrong. But it’s bland… and easily ignored. To help you avoid this, check out a proposal cover letter example that shows how to make a lasting first impression.

Instead, try doing this:

• Start with a line that reflects the client’s goal or pain point
• Mention something specific from the RFP
• Show enthusiasm that feels genuine, not scripted
• Lead with how you’ll help, not who you are

Other cover letter tips that actually help:

• Keep it to 150–250 words max. Anything more, and they’ll skip.
• Use natural, clear language. Avoid filler.
• Highlight one unique value or insight you bring to the table.
• Don’t repeat your executive summary or About Us section.
• Address it to the team (or person) listed in the RFP if available.
• Show your tone of collaboration, reliability, or creativity—depending on the project.

Common Mistakes to Avoid in a Proposal Cover Letter

• Writing a generic note that could be sent to any client
• Over-explaining your company history
• Using jargon or overly formal language
• Failing to show that you’ve actually read the RFP
• Making it about you instead of them

A good test? If your proposal cover letter doesn’t change much from client to client, it’s not specific enough.

When and Where to Use a Proposal Cover Letter

Proposal cover letters aren’t always mandatory, but they’re powerful when used well. They’re especially useful for:

• Government RFPs where tone and positioning matter
• Competitive bids where several vendors are involved
• Any formal project submission where you want to make a strong first impression

If an RFP includes detailed requirements, a thoughtful cover letter shows respect for the process and sets your proposal apart.

How to Write a Cover Letter for RFP Response

This is where you translate all of that into structure. You don’t need to overthink it—just keep it focused and intentional.

1. Open with their priorities

Reference what the client is trying to achieve. Not just the project title, but the why behind it.

Example:

“We understand the City of Brookdale is aiming to create a digital experience that improves community access and streamlines internal processes. That vision is something we’ve worked on with similar cities, and we’re excited to bring those learnings here.”

2. Bridge into your credibility

You’re not just applying—you’re showing why it makes sense.

Example:

“Our team has helped over 20 public sector clients roll out ADA-compliant platforms with scalable back-end tools. The result? Happier users, easier content management, and stronger internal adoption.”

3. Show who you are—without bragging

No one wants to read a resume here. Mention your style, process, or values.

Example:

“We’re a collaborative team, known for simplifying the technical and moving fast with purpose. We focus on partnerships, not just handoffs.”

4. Invite the next step

Make it easy for them to engage. Keep it friendly and low pressure.

Example:

“We’re happy to meet to walk through the proposal, share relevant case studies, or answer any questions you might have.”

How to Write a RFP Response Cover Letter for a Bid Proposal Example

Let’s say the RFP is for a city government website redesign. Here’s what to keep in mind:

• The tone should feel respectful, not formal for the sake of it
  
• Show you understand the user needs and the bureaucratic process
  
• Demonstrate that you’ve worked in regulated environments before
  

To give you an example:

Subject: Proposal for City of Brookdale Website Redesign – [Your Company Name]

Dear Evaluation Committee,

Thank you for the opportunity to respond to your RFP. We understand the City of Brookdale is looking for a digital platform that meets accessibility standards and reflects the values of openness and public service.

We’ve worked with municipal clients like Rivertown and Maple Grove to redesign websites that improved user satisfaction, simplified admin workflows, and reduced support tickets by 40 percent. Those projects taught us the importance of building tools that don’t just work—but get used.

We’d love to bring that experience to Brookdale. Our team is available to share case studies or answer questions any time.

Warm regards,
[Your Name]
[Your Title]
[Your Company Name]
[Contact Details]

Based on What We Just Covered: A ChatGPT Prompt That Works

Here’s a quick prompt you can use to generate a solid first draft for a winning proposal cover letter:

Prompt: Write a 200-word RFP response cover letter for a [project type] for a [client type]. The client’s goals include [insert goals]. We are [insert short description of company]. Tone: warm, clear, and professional. Make it personal and aligned to the brief. Avoid filler or generic phrases.

Why this works:

• It forces you to name goals early
  
• Keeps it short and human
  
• Gives you a starting point instead of a blank page
  

Pro tip: Run the prompt twice. Use version one as your structure, and the second as the backup for lines that feel fresher.

Cover Letter: This One Page Can Actually Set You Apart

The cover letter is often the most overlooked part of a proposal. But it’s also your best shot at saying, “We get it. We’re the right people for this.”

It’s not about sounding clever. It’s about being clear, respectful of their time, and impossible to ignore. A proposal cover letter is crucial in making that first impact.

And if writing better proposals is on your radar, we’re building something at اقتراح.بيز you’ll want to keep an eye on. We’re working closely with proposal experts, teams like yours, and real decision-makers to build proposal writing tools that make the hard parts easier and the final product way more effective.

Join our community of insiders to help shape it. You’ll get early access, useful resources, and the chance to help create something that doesn’t make proposal writing feel like pulling teeth.