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Michael Zipper from ConsultingSuccess.com discusses two common mistakes consultants make with proposals. He reflects on his early belief that proposals should serve as marketing material, filled with extensive background information and promotional content. However, he learned that clients often don’t read lengthy proposals, as their primary role isn't to convince but to present relevant information. Introducing new information in proposals can lead to misunderstandings and surprises for potential buyers, highlighting the importance of clarity and conciseness in proposal writing. Zipper emphasizes the need to avoid such pitfalls to enhance proposal effectiveness.