The Untaught Way to Write Proposals That Get Read, Respected, and Approved

When I first started freelancing, I thought I had it figured out.

I'd just landed one of my first big projects, and I bought this freelance course on pricing. The bonus? A "$20K Proposal Template."

I remember thinking, This is it. Once I start sending this thing out, I'm going to close bigger projects left and right.

But that's not how it went.

The Template Myth

Designer A: "Wait, so templates don't work? I've been thinking about creating some kind of standardized process..."

Here's the thing: there IS an ideal proposal structure. It's the same framework as any good sales message:

• Why are you here? (The problem they need solved)

• Why are we the ones to do it? (Your unique position/experience)

• What are we going to do? (The solution/process)

• What it's going to do for you (The outcomes/benefits)

• What it's going to cost (Investment/timeline)

That template works. I've used variations of it for years.

But that template is worthless without the prep work that makes it land.

What closes deals isn't the formatting or how pretty your PDF looks. It's trust. It's how well you know the person on the other side of that document—and how much homework you've done before you ever open that template.

Consultant B: "This makes sense - my clients do see me as a partner. But how do I build that trust BEFORE the proposal stage?"

The Real Work Happens Before You Write

Most people think proposals are about writing. They're actually about research and relationship-building.

If you want your proposals to work, you've got to know:

• What they value

• What frustrates them

• What they're worried about

• How their last project went—and what they don't want to repeat

Designer C: "But how do I find this information out? I'm struggling to even get leads in the first place."

Designer D: "I do this on calls already, but how do I systematize this research process?"

Without that intel, your proposal is a shot in the dark. And that's exactly what most RFPs feel like: a blind brief, asking you to make promises with almost no information.

Designer A: "Exactly! This is why I hate cold outreach - I don't know anything about them."

Start Where Trust Is Easiest to Build

Here's the part people don't like to hear: Start local.

Your goal should be that no one in your town, city, or county could say, "I've never heard of them." You should be the obvious choice in your backyard first.

Designer C: "How do I become known locally when I'm just starting out? This feels like a chicken-and-egg problem."

Designer A: "But I'm in a smaller area - are there enough high-value clients locally?"

That way, when a company has to decide between you and someone halfway across the country, it's no contest. Local trust compounds. Build it before you try to go national.

Designer D: "I get referrals locally, but it's unpredictable. How do I make local visibility more systematic?"

Turn Every Opportunity Into Market Research

Most people look at RFPs and see one project. I look at them and see a map.

Example: I found an RFP for a county in Maine. I checked who built their current site, then looked up other sites built by that same company. Half of those sites needed a redesign too.

Designer A: "This is brilliant! But where do I even find RFPs? And how much time should I spend on this research vs. actual client work?"

That one RFP revealed a whole list of opportunities no one else was talking about—and none of those organizations had even issued an RFP yet.

Designer C: "This sounds like a great lead generation strategy, but how do I execute this practically?"

The same principle applies everywhere: business owners are sitting on redesign needs right now. They're unhappy with their site, but they're dreading the process of finding someone they trust.

Designer A: "But what do I say? I've tried cold outreach and it feels so awkward."

Consultant B: "How do I approach these companies without it feeling salesy?"

That's why proactive outreach is one of the lowest-hanging fruits in our industry. A thoughtful message, a simple observation, or even just offering to take something off their plate goes a long way.

Designer D: "How do I identify who needs help without coming across as pushy?"

The Payoff: Proposals Become Confirmations

By the time your proposal hits their inbox, the decision should already feel easy.

Your proposal isn't there to convince them. It's there to confirm what they already feel: that you're the right choice.

Designer A: "But how do I build that trust beforehand? Especially when I don't have a big email list or social following?"

You probably already have a process you run every time you start a project—audits, sitemaps, metadata, content reviews. Start moving pieces of that process upfront. Show that you've already done some homework, and you'll stand out immediately.

Designer D: "I already do this during my design week, but clients don't see it. How do I showcase this work earlier?"

Designer A: "This is exactly what I do! But how do I present this without giving away too much for free?"

Consultant B: "Should I be doing mini-audits before even getting on calls with prospects?"

The more trust you build ahead of time, the easier every "yes" becomes.

This is just a preview of a guide I'm working on called The Untaught Way to Write Proposals That Get Read, Respected, and Approved.

The full guide will walk you through exactly how to become the obvious choice—without obsessing over fancy templates.

All four: "When is this coming out? This addresses exactly what I'm struggling with - the marketing and sales side that feels unpredictable."

Join the waitlist here to be the first to get it.