When you put together a proposal for a piece of work you’d be perfect for, how long is the document you are creating?
Do you wax poetic about your “proprietary process? Do you include bios of your key people? Have you added case studies of similar projects?
Or do you create a one-page summary that states clearly the results the client can expect from engaging with you, the price you are charging, and go with that?
Your client doesn’t need 20 pages of reasons why they should hire you; they need one reason.
They will hire you because you can help them to get closer to their desired future state.
If you can’t tell them that in one page, they will not see it in 20 pages.