You nail the client meeting, send a generic proposal, and lose the deal to a competitor. This happens all the time to creative agencies, not because they're less skilled, but because their proposals don't show their value. A boring marketing proposal template makes even the best agencies look average.
This guide gives you a free template, plus the exact steps to customize it and win more clients.
It is a detailed plan that shows how you'll solve a client's marketing problems. It explains what you'll do, when you'll do it, and how much it will cost. The goal is to turn their interest into commitment.
Generic templates hurt creative agencies because they're boring, don't show what makes you special, and lack the storytelling that connects with clients emotionally. A strong marketing proposal for clients tells a story about your agency's wins and how you've solved similar problems.
It helps clients picture working with you and builds trust better than simply listing services and prices.
Every winning proposal needs specific sections that work together to convince clients you're the right choice. Here's what to include and why each section matters.
Your creative agency proposal should start with a powerful opening that immediately states the client's primary problem and your solution in just 1-2 paragraphs.
Use storytelling, combined with clear problem-solving, to make clients interested in reading the rest of your proposal. After getting their attention, prove that you really understand what they need and connect their challenges to the specific results you'll provide.
This section shows you really listened by restating the client's goals and problems using precise, specific language they can measure.
Instead of saying something vague like "make your business better," write exact goals like "increase your social media followers by 30% in six months." After making your goals crystal clear, explain, step by step, how you'll actually achieve those results.
Explain your solution by describing precisely what you'll do and explaining why this approach will work specifically for their business.
Include creative ideas, such as campaign concepts or taglines (e.g., "a bold video series that makes your brand stand out"), to get them excited and showcase your unique thinking.
Give a clear list of what you'll deliver with specific details. Instead of saying "social media graphics," say "10 social media graphics (JPEG, 1080x1080px; 1 revision per asset)."
Also state what's NOT included, like print production or unlimited changes. This prevents confusion, stops extra work requests, and shows you're professional.
For example, SquidPixels, a US-based design subscription service using ManyRequests, has completed over 17,000 design requests by keeping everything organized with clear deliverables and scope for each project.
With deliverables defined, clients need to know when they'll receive everything.
Break your project into clear steps with specific dates. Tell clients when they need to approve work and give feedback, plus how you’ll update them– via weekly emails, Slack, or a project management tool.
Now that the scope and timeline are clear, let's talk about investment.
Show transparent pricing that proves your work is worth it, either with a single fixed price (e.g., $25,000 for a complete brand makeover) or with package options.
Explain when clients pay (like 40% upfront, 30% midway, and 30% at the end) and offer add-ons like faster revisions so they can choose what fits their budget.
Finally, protect both parties with clear terms and an easy path forward.
Include legal details that protect both you and the client, such as payment rules, who owns the work, and how either side can end the agreement.
End with a simple action step, such as "Sign below or reply 'Approved' to get started," and add an expiration date, such as "This offer is good for 30 days," to encourage them to decide soon.
The difference between winning and losing proposals isn't just having the right sections; it's how you write each part using smart strategies below that could turn a basic document into a powerful reason for clients to hire you.
Excellent proposals start with research before you even begin writing, so you can understand things your competitors don't know about the client's business, industry, and past marketing efforts.
During discovery calls, ask key questions such as:
Use the answers to these questions throughout your entire proposal to prove you listened carefully and genuinely care about helping them succeed, not just making a sale.
Research gives you the foundation, now use storytelling to make it memorable.
Don't just list facts, tell a story that shows how you'll solve the client's problem, starting with their challenge and explaining how you're the expert who can fix it with proven methods (like "We helped another company get 40% more customers through video ads").
Make your proposal look amazing with pictures, charts, and creative visuals instead of boring walls of text, because this shows off the quality work you can do.
Use this storytelling approach throughout your proposal to tap into their emotions, then back it up with a smart strategy to earn their trust.
Explain why you chose each approach and how it will help them succeed. For example, if you recommend making videos instead of regular ads, explain that research shows their customers engage 70% more with videos on platforms like TikTok and Instagram.
Connect every action to real results by showing them the numbers.
Strategy proves your expertise, transparent pricing proves your transparency.
The best proposals answer clients' questions before they even ask them, making it easier for them to say yes.
Add an FAQ section that addresses common concerns, such as how long the project takes, whether the price is worth it, and what the process looks like from start to finish.
Include quotes from happy past clients and real results from similar projects (like "We helped Company X increase sales by 40%") to build trust and prove you can deliver what you promise.
Now let's tackle one of the most challenging aspects– pricing strategy.
Pricing deserves special attention because it's where most agencies struggle. The right pricing strategy can make or break your deal.
Value-based pricing means you charge based on the results you deliver (like helping them make $100,000 more in sales) rather than counting the hours you work.
Time-based pricing means charging by the hour or month, which works better for ongoing projects or when you're not sure precisely what the work will involve yet.
Show clients both options and explain how each connects to their specific goals so they can pick the one that makes the most sense.
Once you've chosen your pricing model, structure it to give clients options.
Offer three pricing packages:
Make the middle "Better" option look like the most intelligent choice by showing that it delivers excellent value without costing too much.
Clear tiers help clients choose, but payment terms protect your business.
Ask clients to pay 30-50% of the total cost upfront before you start working to cover your initial expenses. Set up additional payments at key project milestones (like halfway through) or use monthly payments for ongoing work. Include a late-payment rule, like charging 1.5% extra interest per month, to encourage clients to pay on time.
Even with solid terms, you'll face budget pushback. Here's how to handle it.
When clients say your price is too high, don't automatically give them a discount; instead, offer to do less work or spread the project over more time to match their budget.
Explain clearly how each part of your work will help their business succeed to show why the price makes sense. Be willing to turn down the project if they can't or won't pay fairly for your work, because accepting too little money hurts your business in the long run.
A good marketing proposal proves you're the right strategic partner and helps you stand out from competitors. The secret is personalization, making every proposal feel like it was built specifically for that client.
Download our free marketing proposal template for creative agencies. This proposal template for agencies includes everything you need. Customize it with your approach and pricing, then start winning more clients.
Ready to deliver seamlessly? ManyRequests connects proposals to project delivery, client portals, and timeline tracking in one platform. Try free for 14 days and see how easy it becomes to keep your promises and earn referrals.
How do you write an effective marketing proposal?
Start with deep client research, clearly restate their goals and challenges, present a strategic solution with specific deliverables and timelines, and make your pricing transparent with a simple next step to accept.
What should be included in a marketing proposal?
Every proposal needs an executive summary, client objectives, your approach, deliverables, the project timeline, pricing, terms and conditions, and next steps.
What's the purpose of a proposal?
A proposal convinces potential clients to hire your agency by showing that you understand their problem, have a solution, and can deliver results within their budget and timeline.