Crafting Clear and Compelling Proposals

Author: Johnny Flores, owner of Flores Podcast Productions

When I first started freelancing, I was lucky to regularly get meetings with potential clients. However, after I gave them my proposals, I’d often get a “Thank you, but no thank you.” I realized how crucial a well-crafted proposal is – it’s not just a road map of the work you’ll do for a potential client, but it's also an important tool to get them to say "Yes!" when it comes to hiring you. Those early proposals were a bit of a mess – tough to decipher, particularly the pricing, overly lengthy, and “colorful.” In my defense, I was just thrilled that people and businesses considered hiring me to help with their podcasts. I didn’t grasp the finer details of proposals back then.

Cut to today, and my proposals are much easier to understand. They are concise (one-pager), clear, and they precisely state services and costs. I like to keep it structured in three main sections: Project Description, Production Services, and Cost. Once I've met with a potential client and gotten a clear idea for their marketing goals and podcast aspirations, I tailor these sections accordingly.

Project Description
I kick things off in this section by diving into details like the podcast's frequency (weekly or biweekly), its purpose, broad content ideas, and the target audience. I keep this section under 100 words.

The aim here? To spotlight the client and the podcast, making sure I align my thoughts with how the podcast can best achieve their goals.

Production Services
Here’s where I list, in bullet points, all the services I typically bring to the table, categorized for simplicity:

• Show development

• Coaching

• Equipment recommendations

• Scheduling

• Content creation

• Recording

• Production and directing

• Editing and mixing

• Managing podcast hosting provider

• File management

Should the client request more details on any of these categories, I let them know I’m just an email or a phone call away. The main objective is to clarify the essential services for their production needs.

Cost
I opt for a straightforward pricing model – a flat rate per episode plus a separate fee for pre-production activities like show development, equipment research, and coaching.

Preproduction: The proposal includes a basic cost range. I’ll follow up with a detailed breakdown of what this includes, based on what the client can handle themselves versus what they’d like me to manage.

Production: For standard production services, I offer an example: remote recording for 30 minutes with a host and guest, followed by editing plus one re-edit, aiming for a final runtime of 17-25 minutes.

Below this, I list out services tailored to most client needs:

• Scheduling

• Remote recording

• Producing and directing

• Editing and mixing (including one re-edit)

• Managing hosting and crafting episode descriptions

 I include contact details to ensure they know exactly how to reach me and my logo for branding. I find my proposal not only makes it easier for my clients to understand what I’m offering but also adds a dash of personality and professionalism. 

Good luck with your next client pitch!

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Johnny Flores is a seasoned podcast producer and editor with 13 years under his belt, including 6 as the owner of Flores Podcast Productions. His clientele varies from destination marketers to voter education groups. Besides running his business, he’s mentored with Pod People and The Podcast Academy and regularly hosts workshops for aspiring podcasters. Off the clock, Johnny enjoys time with his dogs and laughs along to reruns of 30 Rock, New Girl, and VEEP.

You can find Johnny on LinkedIn, Instagram, and on his website and he can be reached at johnny@florespodcastproductions.com