How to Write Client Proposals

I had an interesting coaching call this morning. With a client who's building his first retainer. In 30 minutes, we walked through the pieces 🧩🧩 Anytime you're building out a retainer offer for a new - or existing client - it's important you include these elements in a proposal: 1. Payment terms - I would always push for 'Net 0' - payment is due at the first of the month for the upcoming month (upon invoice receipt) - and not go anything past Net 30 at the most. Net 60 and Net 90(!) are absolute insanity. You run the risk of never being paid at all in those scenarios. 2. Preferred communication methods - Outline how you'd prefer to communicate - email, Slack, etc. - so that it's crystal clear. Be willing to negotiate here so you get aligned with your client. If you don't set this expectation, you'll have to conform to what your client wants, which can lead to frustration from both parties. 3. Review cycles - To ensure there aren't 'too many cooks in the kitchen,' it's essential to establish the number of review cycles you'd prefer and who the reviewers will be for each content piece you develop. 3. 'Out of Scope' rate- You should clearly outline the scope of the retainer—whether that's a set number of hours per month or a specific package of deliverables—and also what's out of scope, not only in terms of the work but also what you charge per hour to do work outside of scope. 4. A 'wind down' clause - This one has bit me in the past, so I recommend that everyone include it. The wind-down clause outlines what you expect should the client choose to end your working relationship. Typically, that would be something like 30 days written notice and a final month's payment, so you have plenty of time to replace the lost income, turn over any remaining items due, etc. Most importantly, provide three pricing options in your proposal: 1. Entry - an entry package at a low price point 2. Standard - the one your client is most likely to pick - your typical service level for the money you'd like to earn on the retainer 3. Premium - a high-end option that secures more of your time and offers more deliverables, more available hours, etc. Ok, there you go. Now go write some retainer proposals and get your long-time transactional clients OFF THE TREADMILL. What else do y'all add to your retainer proposals? Tell me about it in the comments below. --- 👋 Hi y'all, I'm Kris. 🎒 A former startup guy who now runs a successful content studio. 🖋 Building my business has been hard. I want it to be easier for you. 🤝 To learn how I work more closely with clients, check out the links I share in the comments of these posts and the Featured Section of my profile.

In the past, I wrote proposals (or strategy docs) mostly to wow prospective clients with fancy terms, big promises, and a slick design—a nice big long deck, right? But you know what was missing? Other than self-esteem, serotonin, and dopamine? (These are the jokes, people) The practical detail that helps me actually execute once they say “yes.” I realized that if the doc doesn’t function as my own roadmap, it’s just empty fluff. Now, I treat it as both a pitch and a set of step-by-step instructions for the work ahead. I explain what I’ll do, but I also spell out the “why.” For example, if I propose a 3-month content ramp-up, I detail how it intersects with the client’s sales pipeline, brand awareness goals, or community-building strategy. Once approved, I don’t have to reinvent the wheel. The plan is there in black and white, guiding me (and them) forward. It’s like drafting your own instruction manual: “Install Part A (launch pilot campaigns) before attempting Part B (scale to broader audiences).” Clients appreciate it too. They don’t just want big promises—they want to know exactly how those promises become reality. This clarifies scope and expectations from day one. When everything’s spelled out, you avoid the dreaded “But I thought you were also handling X, Y, and Z for free” chat later on. Ultimately, this doc should serve everyone. It convinces clients you can deliver—and it reminds you how to deliver once underway. If it doesn’t accomplish both, rethink your approach. Winging it after they say “yes” only adds stress for you and risks disappointment for them. A good plan is your mutual blueprint for success—whether it’s a formal proposal or an internal strategy doc. Tips to Serve You: Create Your Own Roadmap 👉 Break down each phase in a way that aligns with your workflow. If it’s not useful to you, it won’t be useful to anyone. Set Realistic Time Frames 👉 Build in buffer time for feedback and sign-offs, so you’re not scrambling at the eleventh hour. Document the “Why” 👉 Note the reasoning behind each recommended step. Future you will thank you when it’s time to execute. Outline Dependencies 👉 Specify the assets, data, or approvals you need from others before progressing. Tips to Serve Them: Highlight Tangible Outcomes 👉 Show how your plan leads to measurable results—engagement boosts, qualified leads, community growth. Use Plain Language 👉 Ditch the jargon. If it’s complicated, clarify it. Clients want to grasp your plan quickly and confidently. Tie Back to Their Goals 👉 Connect each step to what matters most to them, whether it’s revenue, visibility, or retention. Clarify Scope and Costs 👉 No mysteries. Lay out what’s included, how long it’ll take, and why it’s worth the investment. Whether you’re writing a full-blown proposal or a quick-and-dirty strategy doc for your own team, make sure it does double duty: clarifies the vision for your clients and keeps you on track. That’s how everyone wins.

I analyzed 20 successful pitches that have gotten our clients into publications such as The New York Times, WIRED, TechCrunch, and Forbes. Here’s what I found: Landing top-tier coverage is about ruthless efficiency in answering three core questions upfront: 1. Nail the Value Proposition (Answer: "What's in it for their audience?") Crystal Clear Offer: interview, data, exclusive, op-ed. Examples: "May I forward [NAME]’s exclusive article on how overlooked bathroom accessibility is quietly impacting restaurant profitability?” (Modern Restaurant Management). Audience-Centric Angle: Frame the story around the publication's readers, not your client's news. Examples: “How employers like Coca-Cola and CVS are using credit-building tools to support underserved workers—and why it’s the new frontier in employee benefits” (Employee Benefits News). 2. Establish Immediate Credibility (Answer: "Why listen to this source?") Signal Authority: Clearly state the source's relevant expertise, title, or company. Example: “[CLIENT NAME] was the youngest [INDUSTRY] founder to raise VC at 18, a Thiel Fellow, and a Forbes 30U30 honoree” (CNN, Forbes). Show, Don't Tell: Use specific proof points–funding amounts, user numbers, notable clients/investors, past awards. Examples: “Over 50,000 users and $41M in payments processed” (Business Insider). Leverage Validation: Mentioning previous high-profile media hits or partners adds weight. Example: “He’s previously been quoted in Reuters, Bloomberg, and CNBC on high-profile trademark cases” (TechCrunch). 3. Demonstrate Urgent Relevance (Answer: "Why now and why me?") Timeliness Hooks: Connect to breaking news, current events, trends, data releases, or awareness weeks. Example: “Neuralink filed a trademark for ‘TELEPATHY’ yesterday—here’s what it could mean for brain-computer interfaces” (WIRED). Laser-Focused Targeting: Show you understand the journalist's beat and the publication's focus. Example: “I know you’re all over the EU startup scene, so I wanted to offer you an exclusive on [CLIENT NAME] atom-by-atom printer” (TechCrunch). Brevity & Clarity: Deliver the core message quickly and make the call-to-action easy. Short paragraphs, clear language, direct asks, etc. Example: Ending with a simple question like “May I forward the article?” or “Interested in speaking?” Here’s a checklist that puts it all together: ✅ Value Proposition Clear? (Offer + Audience Focus + Assets?) ✅ Credibility Established? (Authority + Proof + Validation?) ✅ Relevance Obvious? (Timeliness + Targeting + Clarity?) Questions? Ask me in the comments section 👇

A client emails asking for a proposal, but you'd rather hop on a call to break it all down. Sending a price without context feels risky, right? Wrong. Send. The. Quote. Nobody - nobody - wants to sit through a dramatic reading of your proposal. If you’ve done your homework, nailed the value prop in earlier conversations, and built trust, dragging the process out with one more call isn’t helping. In fact, it might annoy your client. The move? Send the proposal, but make it irresistible to follow up. Add context that tees up the next conversation and keeps the momentum going: - Break down how the quote could flex depending on priorities. - Suggest incentives tied to their feedback. - Flag sections that might need clarification or expansion. - Highlight areas where they have choices to make. Finally, don't forget to include a timeline: “I’ll check back next week to answer questions and schedule a call to finalize.” This isn’t about skipping steps. It’s about respecting your client’s time while showing confidence in your value. If you’ve done the work upfront, sending numbers should feel like a natural step. It shouldn't feel like a risk. Ditch the outdated sales tactics. Put the buyer first. PS - the extra gangster move would be to send a brief ( < 2 min) video of you walking through the proposal. Remember that it will likely be forwarded internally...often to people with little or no context. Make sure you can provide that context for them in a format (a short video) that's easy to consume.

How I landed a new client with a killer proposal: When I first started freelancing, I had no idea that I had to send out proposals. Let alone what a proposal entailed. Now I’m landing clients thanks to loads of research and doing courses like Eman Ismail’s Like a Boss. A proposal is all about creating a document that sells you. If you’re winging it (like I was) or relying on your natural charm, let me save you some time (and potential lost clients). 𝟭. 𝗧𝗿𝗲𝗮𝘁 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗹𝗶𝗸𝗲 𝗮 𝘀𝗮𝗹𝗲𝘀 𝗽𝗮𝗴𝗲 You’re not just listing services. You’re selling yourself and addressing every potential objection before it even comes up. Think of it as your highlight reel: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗣𝗔𝗦𝗢 𝗙𝗼𝗿𝗺𝘂𝗹𝗮: • 𝗣𝗮𝗶𝗻: What’s the client struggling with? • 𝗔𝗴𝗶𝘁𝗮𝘁𝗶𝗼𝗻: Why does it matter? • 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: How you’ll fix it. • 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: What success looks like. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗜𝗻𝗰𝗹𝘂𝗱𝗲: • Introduction (brief but punchy: who are you and why should they care?) • Project scope (clear deliverables = no future headaches) • Your process (show them you’ve got a plan) • Client expectations (set boundaries kindly, but firmly) • Timeline (when you’ll deliver, and when they need to deliver their part) • Pricing and options (tiers and upsells. Make it hard for them to say no) • Guarantees (if you offer one, flaunt it) • Next steps (e.g., “Sign here, pay the invoice, and we’re off!”) 𝟮. 𝗔𝗹𝘄𝗮𝘆𝘀 𝘄𝗿𝗶𝘁𝗲 𝗹𝗶𝗸𝗲 𝗶𝘁’𝘀 𝘆𝗼𝘂𝗿 𝗳𝗶𝗿𝘀𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻 Even if you’ve already had a great chat with the client, write the proposal assuming they’ll forward it to someone who knows nothing about you. This keeps it simple, clear, and persuasive for any decision-maker. • Sprinkle in testimonials or a mini case study for credibility. • Offer 2-3 pricing tiers so their options are between you, you, and you. • Build a reusable template you can tweak for future proposals. Efficiency is your friend. 𝟯. 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗽𝗿𝗼𝗽𝗼𝘀𝗮𝗹 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 A good proposal doesn’t just sell, it also creates urgency. Keep the momentum going with these steps: • 𝗦𝗲𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 𝗲𝗮𝗿𝗹𝘆: Tell your prospect when they’ll receive the proposal and stick to it. • 𝗔𝗱𝗱 𝗮𝗻 𝗲𝘅𝗽𝗶𝗿𝘆 𝗱𝗮𝘁𝗲: I recommend 7 days. Mention it in the proposal and your follow-ups. Urgency drives action. • 𝗙𝗼𝗹𝗹𝗼𝘄 𝘂𝗽 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: As the expiry date nears, send polite but confident reminders, such as: “Hey, just a heads-up, this offer expires in two days!” • 𝗝𝘂𝗺𝗽 𝗼𝗻 𝗮 𝗰𝗮𝗹𝗹: Clarify any in-depth questions on a call to avoid playing email tag. A killer proposal is part strategy, part psychology, and part presentation. Once you nail all three, you’ll be landing the kind of clients you’re actually excited to work with. 

Architects: Stop treating proposals like contracts. The fastest ways to lose a client? Send them a 15-page proposal packed with legal terms before they’ve even said “yes.” I used to do this. I thought if I sent a comprehensive document upfront, it would show how professional I was. It didn’t. It overwhelmed people. It gave them more to question. Your proposal should be used as a selling tool, not a legal document. It should do two things: 01 // Get the client excited 02 // Make it easy to say “yes” That’s it. Keep it simple: - A short summary of outcomes - Proof you can do it - Options for working with you - An invitation to move forward That’s it. You can send the formal contract after they’ve agreed to move ahead.

"You can't pitch in the passive voice!" That's the first rule of advocating for your ideas and the final bit of guidance I offer students as they get to work on a proposal to prospective clients, the last assignment in my brand-driven content strategy course. It's a lesson for all of us, outside of consulting too. 💡 This week, I wrapped up my 10th year teaching a graduate-level course in brand-driven content strategy. It was my eighth year teaching in #contentgraz at FH Joanneum, a remote program based in Graz, Austria, that attracts an international student body working in advertising, design, journalism, and other areas. They come from agencies and corporations where they're challenged to sell their ideas, advocate for budget, and clarify project responsibilities. And year after year, I've seen them make the same mistake: they don't communicate responsibility when they describe work they want to win and intend to do. Too often, those of us far outside the classroom don't do it either. 😬 For the final assignment, students craft proposals for brand-driven content strategy initiatives and present to their prospective clients. They know the activities to include in the scope. ✅ They've learned how to communicate their value. 💪 They have to take responsibility and say WHO will do this work--and somehow, that's where it gets scary. 😱 Are we afraid of pushback? Of overcommitting? Of being held accountable to the activities and budget we propose? If you're pitching work you want to win, don't shy away in passive voice. Now is the time to speak decisively and power forward. Wield your active voice like an unforgiving broadsword! (Sorry, I've been playing a lot of HeroQuest.) I left them with this post in our Slack channel: --- As you're writing your proposal, pay attention to detail, especially the key element of professional writing that's vital to proposals: you can't propose to do work in passive voice. Passive voice doesn't indicate ownership, or who will do the work:  "An audit will be performed" 🤮  "A message architecture exercise will be conducted" 🤮 Active voice says who will take responsibility:  "Together we'll identify communication goals" 😍  "I recommend we speak with stakeholders" 😍  "I will create a style guide" 😍 --- Clear communication empowers people with information to help them trust themselves and make good decisions. Don't miss out on the work you want to do by failing to communicate that you're the right person to do that work. #contentstrategy #designeducation