My guess is you're talking about a proposal being sent to prospective clients.

If I were doing Leadgen for a cleaning company, I'd read Dan Kennedy's books.

I'd also pickup a copy of the book Kennedy + Buck co-authored about referral generation.

https://www.thenewsletterpro.com/signup is also a great resource. Get a copy of Shaun's book (free), read it cover to cover (I did the other morning, sitting in a car dealership service department), then startup a newsletter being sent to all your cold leads + existing clients.

Good Marketing is a marathon, not a sprint.

Target 20-30... slow drip... contacts before you expunge a lead from your direct mail list.