ProBlogger: The Structure of a Proper Client Proposal That Will Land You a Blogging Gig

The Structure of a Proper Client Proposal That Will Land You a Blogging Gig

Posted: 12 Apr 2015 07:45 AM PDT

This is a guest contribution from Karol K.

Struggling to make money blogging, aren’t you?

SEO doesn’t seem to work for you.

Neither does social media.

And don’t even get me started on commenting on other blogs and online forums … it’s just noise.

Maybe you even subconsciously hate people like Darren, Jon Morrow, or Brian Clark, purely because they’ve succeeded and you haven’t (yet).

First of all, it’s okay. Don’t worry, not being satisfied and trying to look for outside reasons to justify our problems is a natural human reflex. It will pass.

Second of all, maybe you’ve been putting your efforts in the wrong place…

I don’t want to sound too much like a preacher of some kind, but there really are different ways of making money through a blog out there, and they don’t all revolve around: (1) creating content, (2) building an audience, (3) selling info products to that audience. This is just one of the possible methods. A very sound method if executed properly, but still just one among many.

For instance, a counter approach I’d like to present to you today is based around freelance blogging. In other words, it’s about offering blogging services to other website owners. Or to say it even more plainly, it’s about getting paid to blog.

So naturally, the most important question here is how do you convince anyone to hire you, and why would they even want to hire you to write for them if they have a pair of perfectly good writing hands themselves?

This is what we’re going to answer today. Namely, we’re going to discuss how to craft a proposal that will win you freelance blogging gigs.

The method I like to use is something I call the hungry carnivore tactic.

Corny, I know. But it works. It’s a four-step process:

Induce hunger.
Serve the appetizer.
Serve the meat.
Serve the dessert.

Let’s take it from the top.

1. Induce hunger

It all starts when the carnivore enters a restaurant – your restaurant.

(The carnivore is just a metaphor for your client, by the way.)

The first thing you need to do when you set your eyes on that prospective client is to induce hunger in them.

You want them to feel exactly like a person feels when they enter a restaurant and see everybody eating. In such an environment, they will become hungry right away and inevitably order something.

So how do you do this to a client?

A very good starting point is identifying their problem and talking about it openly. You want to appeal to them by making things tailor-made.

For example, you don’t actually want to offer a standard blog writing service. Instead, you should identify the areas where the prospective client’s blog is lacking and point those areas out. When you do so, the client will start craving a solution.

As much as possible, try using research data when talking about problems. For instance, if you’re pointing out that the client posts irregularly, try looking up a study about standard blog ROI vs. posting frequency; just to name one possibility.

In general, the more you can help your client to understand the issues that need to be addressed, the more they will want to hire you.

2. Serve the appetizer

This is the time to start serving up your solutions.

So to grab your carnivore and make them pay attention to you, serve an appetizer that presents a good overview of what’s to come – the meat.

This is about listing goals and objectives – the main vision of what you can provide as a freelance blogger.

Focus on the following:

what’s the most important business goal for your client in relation to their blog,
what benefits you bring to the table that can make this goal achievable,
- list specific benefits that are measurable and easy to grasp and be confident about it (in a way, you’re telling them what dish you’re going to serve them),
- emphasize why those are the benefits the client should be looking for.

Doing all this might sound like a lot of unnecessary work. I mean, after all, why wouldn’t you just send a standard pitch and offer a simple writing service, right? Well, you can do that, but you’ll be leaving a lot of business on the table.

And it’s not just me talking. Here’s what Ruben Gamez – the founder of Bidsketch (client proposal software for freelancers) – thinks about the no.1 mistake that freelance bloggers make when building a pitch or a proposal:

Almost everyone does the minimum in their proposal. Do more than what has been asked.

They’re looking to get more traffic? Research content for their audience, show a couple of popular posts, and suggest similar topics that will do well.

Whatever their goal is, spend a little time doing research, and include your recommendations.

Ruben surely knows what he’s talking about here, considering the fact that he’s built his whole business based on his client proposal skills and years of experience in that area.

Essentially, this is what appetizers are about – getting someone more excited about the main dish that’s to come. Which brings me to:

3. Serve the meat

This is “the what” of your offer. In this part, you need to take the things you’ve talked about in the appetizer and list a specific solution that you’re going to provide.

There’s a handful of important elements you should focus on here:

Define the scope of the project. Talk about what you will do as part of the project. For example, writing X articles, each one Y-words long, and so on.
Describe your process. How you’re going to deliver the articles. How many revisions are possible. The goal here is to secure yourself from any sort of scope creep.
Provide the timeline. When each article is going to get delivered. Is this done in one large package or will you be delivering in batches?
The payments. Break down what the client is paying for and how you expect to get the money (PayPal, wire transfer, 50-50 split, etc.).

Now the tricky part.

Try offering more than one possible option. The sweet spot is three. Here’s how:

Tier #1 (let’s call it that). Consisting of just the minimal number of services that the client needs. Let’s say this one has the price tag of $2,000 – for the sake of this example.
Tier #2. The advanced package. This is Tier #1 plus some additional service that the client already mentioned and will consider useful. For example, this can be an overall WordPress blog management service if you’re into such things. This one could be $3,000.
Tier #3. The trickster package. This is Tier #2 plus one more additional service. Again, something valuable. Like social media management for their blog posts. The price tag: $3,000.

No typo there, by the way. Tiers #2 and #3 have the same price tag. This is the whole trick. The goal is to convince the client to always go for the most expensive option. If I’m not mistaken, I first learned about this in Predictably Irrational by Dan Ariely.

The reasoning behind this tactic is that comparing each option is hard for the human brain, so we need to provide a common denominator. In this case, it’s the price. So when the price for both options is the same, it’s easy to tell which one is a better deal. And that is most likely what the client will end up selecting. This is the meat.

4. Serve the dessert

Now the final part. At this stage, the carnivore should already be fairly satisfied with what they’re seeing, so we just need to give them this final nudge.

Some possibilities:

List an expiration date. Say that your offer is only valid through {date here}.
Provide an early action bonus. Say that if they act today, you will give them one extra service (but make it a simple one – something you can take care of relatively quickly).
Display testimonials. This is a good moment to reference some of your previous clients’ opinions. Just two quick testimonials with names and pictures will be enough here.

Finally, conclude with a good call to action.

Just tell them what to do next. You can even use a sub-headline like “Next Steps.” Tell them how to accept your proposal and make it easy. You don’t want the client to get stuck at this point.

In short, list the bare minimum of things you need from the client in order to get started with their project.

The cut-out-n’-keep template

Okay, so that’s it for the theory. But I do have one more thing for you. If you’d like a complete proposal template – built on the principles explained here – just go ahead and click this link.

Finally, what’s your take on this? Is freelance blogging something you’re planning to do in 2015 to grow your blog business in a more direct way?

Karol K. (@carlosinho) is a freelance writer, published author, founder of NewInternetOrder.com and a blogger at Bidsketch.com (delivering some cool freelance blogging and writing tools, advice and resources just like what you're reading now). Whenever he's not working, Karol likes to spend time training Capoeira and enjoying life.

Originally at: Blog Tips at ProBlogger

The Structure of a Proper Client Proposal That Will Land You a Blogging Gig