Proposals: What to include, strategies for closing more deals, and more
One of the things we’ve gone back and forth on (even as recently as this week) is the importance of proposals for freelance writers.
Is it a prerequisite to have one every time, or are they just a formality?
We talk all about proposals in this episode, getting into the nuts and bolts of what to include (if you’re going to send one).
What should a freelance writing proposal look like?
First, let’s get clear on what a proposal is.
A freelance writing proposal is a document that lays out the scope of work you're going to do for the client, the basics of your agreement, and essentials like costs and timeline.
“The goal of a proposal is to document everything you've agreed upon with the client in a clean, compelling format.”
Proposals come in all shapes and sizes. A proposal can include your contract, testimonials from your clients, and samples from previous work—or it can be a simple list of deliverables.
Remember, a proposal is not the agreement that we're going to move forward to working together legally; that’s a contract. Both proposals and contracts are kickoffs, but you should have a contract with every client that you work with, whereas you don’t always need a proposal.
Do proposals help freelance writers close more deals?
The necessity of a freelance writing proposal depends on the type of work you do.
If you sell a straightforward offering (like blog post writing with per-word pricing), sometimes a lengthy proposal can get in the way of what you're selling. Most of what you’d include in a proposal will get hashed out in emails. In those cases, you can just outline the details in your formal contract without drawing up an additional proposal.
Proposals are also unnecessary in long-term working relationships, where you’re doing the same work every month.
“In my experience, I only send a proposal if it's something that doesn't fit nicely into one of the boxes of the work that I normally do.”
Proposals really come into their own when you're selling more ROI-driven services like strategy or case studies. They can help you get buy-in from stakeholders, tie in testimonials from past clients, fully express your value proposition, and position you as the expert. I’ve found it's much easier to win big projects with proposals compared to without one.
What to include in an ideal proposal
Freelance writers—especially those new to freelancing—tend to see proposals as a big presentation. Nail the proposal, and you’ll nail the project. Right?
The truth? A fancy presentation doesn't justify your rate—but the work you're doing does. The ideal proposal should pay close attention to laying out the work and explaining the value of the project, instead of filling 15 pages with fluff.
“Your proposal is a sales and communication tool.”
An ideal proposal is 1-3 pages long and visually easy to digest
It includes the scope of work and expectations for the process
It shares past results to drive home the value of working with you
The best proposal I’ve ever seen came with a custom five-minute Loom video. It immediately showed me that the freelancer knew exactly what he planned to do and positioned him as a true professional.
How to create proposals: proposal software versus templates
Dazzling proposals shouldn’t break the bank. Sure, you can hire a designer to build one for you too, but that’s going to be more expensive.
If you’re looking for a free option for building professional-looking proposals, check out Canva. They have lots of free templates that you can easily customize.
You can also consider using dedicated proposal tools to craft your proposals. Proposals generated from proposal software usually build everything right in, from beautiful templates and digital signatures to plug-and-play integrations with your CRM and email list.
Proposal software to consider
Better Proposals is the software Emma uses.
Dubsado is an all-inclusive tool that many freelance writers use.
Honeybook is another popular option among freelance writers.
Qwilr generates more interactive proposals, as opposed to static PDFs.
If you're looking for inspiration, it's a good idea to check out Google for some examples. Try searching for “freelance writing proposal examples” and see what comes up!
Whichever tool you choose, make sure you don’t spend too much time producing proposals. It’s easy to invest a ton of time perfecting and polishing a proposal—time you could be spending on client work or developing digital products.
Pro tip: Save two-three templates to use over and over and minimize your time spent crafting proposals.
So, should you be sending proposals?
Proposals have their pros and cons. They can make you more appealing to a client but like with all such things, proposals are time intensive. The perfect answer depends on your clients, your services, and your experience.
Some freelance writers use them regularly, and some use them rarely. It’s important to experiment and find what works for you.
Major thank you to this season's sponsor, Harlow. Founded by two former freelancers who know the ups and downs first-hand, Harlow is about more than just software. They’re passionate about creating a supportive community for freelancers to grow and thrive. Harlow is launching soon, and if you sign up for the newsletter today, you'll get access to a free month once the product is live.