Episode 89
The Proposal Show
May 19, 2017 · Mike Murphy
EP89: THE PROPOSAL SHOW In today's show I share my process for writing proposals and estimates and the tools I use to get the job done. Episode Summary: How do I write freelance proposals? How do I organize the proposal template? What questions do I ask clients? What tools do I use?
Episode Summary: How freelance proposals and estimates actually get written — the tools, the discovery questions, the template structure, and the red flags worth walking away from.
What You’ll Learn
- The key term differences: estimates, quotes, bids, and proposals
- 3 Gary Vee-inspired questions that shape every discovery call
- A 3-phase proposal process: discovery, template, and estimate
- A red-flag warning for prospects who only care about price
Covered in this episode: the proposal-writing process, tools used, key terms, the questions asked of every client, the proposal template structure, and a few tips and warning signs. Future topics: pricing, contracts, and invoices.
Key Terms
- Estimate — a ballpark figure for what a job will cost.
- Quote — the bottom-line, final price for the job.
- Bid — competing directly against other businesses for the same job, common in construction and trades.
- Proposal — the full package: a detailed document laying out the project, proposed solutions, why you’re the right fit, and the quote, estimate, and timeline. In short: what does the client need, how will it get done and for how much, and why are you the best person for the job?
The Freelancer Proposal
Writing a strong proposal is a skill built over time and repetition, like everything else in freelancing.
3 questions, modified from Gary Vaynerchuk:
- “How are you judging me?” — clarifies what success looks like from the client’s point of view, and signals genuine care about the role.
- “What results are you looking for from this project?” — never assume the obvious answer is the real one.
- “What are your struggles or obstacles?” — surfaces the real underlying issue (sales down? no website traffic? something else entirely), which leads to a much stronger proposed solution.
Keys to a good proposal: ask good questions, listen for both the obvious and underlying signals, then offer a solution grounded in being the right person for the job — one that’s clear about what hiring you actually costs.
Phase 1: Discovery Process / Q&A
Step 1 — gather contact info and create a master folder. Tools: Google Forms, Google Drive.
Step 2 — set up a 30-60 minute call or in-person meeting. The goal is connection: understanding the what and why of the project, listening carefully, and asking plenty of questions. Tools: Skype, Calendly, Google Calendar. Take good notes.
Red flag warning: trust your gut. If a prospective client only wants a price and won’t provide the information needed to prepare a real proposal, it’s okay to say thank you and walk away — scary when money is tight, but often the right call.
Phase 2: The Proposal Template
Built in Google Docs. Presentation and simplicity matter — everything should be easy to scan, with clear section breaks.
Top of the proposal: client name and info, project name, “prepared by: Mike Murphy,” date, and a completion date if applicable. Build it as a reusable template.
Description & project scope: a clear, complete summary of what the project entails, its goals, and the steps or tasks involved.
Detailed process: specifics on each step, explained in plain language so everyone’s on the same page — which also builds authority. This includes concrete examples (recommended social platforms, sample content types) that make the plan feel like a real, followable blueprint built with the client’s interests genuinely in mind.
Phase 3: The Estimate Segment
Money and line items go on the very last page. Break the work into major tasks (e.g., website design), with subtasks listed underneath to show the real scope of effort involved. Total everything at the bottom for the final fee. Include a timeline: how long will the job actually take?