Why You Should Offer Multiple Proposal Options Per Brief
From One Plan to Smart Choice Making
When responding to a brief, it’s tempting to land on a single solution. But offering multiple tailored proposal options, particularly a content-heavy vs amp-heavy mix, is one of the most effective ways to increase conversion, upsell value, and strengthen client relationships.
This isn’t just about flexibility. It’s about giving advertisers control, demonstrating strategic thinking, and helping them choose the path that best fits their goals.
A Simple Shift That Changes the Conversation
| Content-Heavy | Amp-Heavy | |
| Focus | Original content creation | Distribution and guaranteed reach |
| Best for clients who… | Want depth and storytelling | Want traffic, scale, and visibility |
| Typical budget split | 70% content / 30% amp | 30% content / 70% amp |
| Outcome | High-quality editorial assets | High deliverables, stronger performance |
Why This Approach Works
Empowers Client Choice
Providing multiple proposal options gives advertisers a sense of control and lets them choose what aligns with their priorities—whether that’s message depth or media performance.
Reduces Binary Decisions
A single proposal leads to a yes/no decision. Multiple options create a “choose your own path” moment, which statistically increases acceptance rates.
Addresses More Needs
Different brands have different goals. Tiered or side-by-side options cater to varied budgets, strategies, and KPIs—making your response more inclusive and compelling.
Enhances Perceived Value
Showing that you’ve thought through different approaches signals professionalism. You’re not just offering a product—you’re offering a solution, thoughtfully built from multiple angles.
Creates Upsell Opportunities
Once clients see what more amplification can unlock (higher reach, guaranteed deliverables, more optimisation levers), they’re more likely to stretch the budget. But they’ll only see that if you show them the option.
Summary: The Impact of Offering Multiple Options
| What It Improves | Why It Matters |
| Proposal Acceptance | Gives clients a sense of control and increases likelihood of approval |
| Brief Responsiveness | Shows you’re catering to different budgets, goals, and KPIs |
| Perceived Strategic Value | Demonstrates you’re thinking beyond a one-size-fits-all solution |
| Budget Flexibility | Helps clients visualise trade-offs and choose stretch options |
| Upsell Potential | Makes it easier to justify higher spend based on outcomes |
The Takeaway
Don’t assume one proposal option is enough.
Use AmpPlus to easily build tiered or side-by-side options that show how campaign outcomes change depending on budget and amplification weighting. Whether the client chooses content-first or amp-led, you’re in a stronger position—and they’re making a more confident, informed decision.