Ilise Benun, founder of Marketing-Mentor.com and editor of The Designer’s Proposal Bundle (Volumes 1 and 2), will present best practices for writing design proposals that will get you the job. You’ll find out: When a prospect says, “Send me a proposal,” should you? Pre-proposal questions to ask to get the info you need to write a winning proposal The 5 things every winning proposal must have How to submit a winning proposal (hint: not via email)

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Best Practices for
Proposals
with Ilise Benun @MMToolbox

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Ilise Benun
• Mentor and business coach to
creative professionals
• Host/Co-Producer of
Creative Freelancer
Business Conference
(May 12-16 in Boston)
• Author of 7+ books

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www.creativeguidetomoney.comwww.marketing-pricing-guide.com

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1. Positioning = clarity
2. What is a Proposal, RFP, Estimate?
3. Anatomy of a proposal
4. How to present your proposal
5. Resources
Agenda

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Part 1:
Your Positioning

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• What you offer
• For whom
• How you are different
• It all starts with positioning: Who are
you talking to?
• Your proposal is the marketing tool that
makes the argument.
Positioning = clarity

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Even if your
positioning is:
We bring a fresh
perspective every time.

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Part 2:
Proposals, RFPs
And Estimates

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Definitions
• Estimate
• Proposal
• RFP (Request for Proposal)
• Specs document or “blueprint”

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A Proposal Is Not…
• Your proxy
• A contract
• The first time the prospects sees $$

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But it can be…

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Types of proposals
1. Simple one-page agreement (for
ongoing clients)
2. Small (2-3 pgs for prospect who’s
already sold)
3. Medium (3-10 pgs for new prospect or
client selling you up the chain)
4. Large (10+ pgs for major projects for
ideal clients with relevant samples, as
customized as possible)

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Basic elements of all proposals
1. Description—what they need and what
you are proposing to do
2. Deliverables—what they get, when, how
many, etc.
3. Costs—creative fees + expenses,
expressed as ranges
4. Timeline—realistic production schedule
5. Sign-off—the client’s approval of
agreement

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Optional elements
• Information about you and/or your
firm.
• Relevant samples.
• Client References.
• Client responsibility.
• What else?

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It’s a lot of work.
So when they say….
…should you?
Will you
send us a
proposal?

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What are your criteria?
• Are they fishing or buying?
• Do they understand what they’re buying?
• Are their needs clear – to them?
• Is it in your target market?
• How good are your chances of winning?
• How many others are bidding?
• Can you meet with the decision-makers?

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Questions you must ask…
• What are the goals of this project?
• What is the specific objective?
• How will you measure success?
• Who is the main decision-maker?
• Where is the content coming from?
• How much research will be necessary?
• Are there specific technologies you do or
do not want used?
• Have you ever done something like this
before? If so, what?

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A Winning Proposal is…
• Your argument for why you’re the best fit
• Tailored to your prospect
• Ordered for their POV
• Easy to read, visually interesting
• An example of your work

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Best Practices Checklist
 Custom cover letter
 Understanding of their objectives/goals
 Clear explanation of process
 Visual timeline
 Your recommendations/ideas
 Relevant samples
 Proof that you’re the perfect fit
 Clear pricing
 Enthusiasm

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Presenting the Proposal
• In person (or via phone/Skype)
• In real time
• Respond to objectives
• End by closing the deal

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Questions to close the deal
• Ask if they have questions.
• Ask if they’re ready.
• Propose the next step.
• Give them a timeframe.
• Ask when they’ll decide.
• Ask for the advance.

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“We only have one slot left in our project
calendar this month and
I’d be happy to hold it for you if you can
let me know by Friday.”
Create some urgency

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It’s the little things…
“The client reported back that they chose my firm
because I demonstrated that I understood the sector
they are in better than the competition, as well as their
specific branding challenges. They also appreciated
that I explained specifically how much time each
phase would take.
I guess the other designers didn’t do that.”
Julia Reich, Stone Soup Creative

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Take it with a grain of salt. As I said, everyone honestly liked your
samples. The thing that our ED seemed to keep coming back to was that
he felt the samples were too similar – I guess because most of them
involved a circular design and text set outside of it. He’d been quite
nervous going into this process, worrying that whichever designer we
picked wouldn’t offer any options he would like, so I think his priority
was choosing someone who he felt confident would give a very wide
range of design options, and he didn’’t necessarily get that from your
proposal.
If you don’t win, ask for
feedback.

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Questions?

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To get this PPT
and/or
a Sample
Retainer
Agreement,
email me:
ilise@marketing-
mentor.com

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NEW
Volume 2
Includes:
9 new
proposals +
Best Practices
Checklist
Find it in
Mydesignshop
.com

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Free Session

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www.creativeguidetomoney.comwww.marketing-pricing-guide.com

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www.marketing-mentor.com and click on “books”

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Thank you.