For Creators

The proposal that wins without underselling

Team TBM
Team TBM
Feb 05, 20269 min read

Four out of five creative agencies give away work for free — not because they want to, but because their proposals let them. According to the FunctionFox 2025 Creative Industry Report, 79% of agencies regularly over-service clients. That means the work gets done, the invoice stays the same, and the creator absorbs the cost.

The problem is rarely talent. It is rarely effort. It is almost always the proposal.

If you are figuring out how to write a freelance proposal for creative services that actually protects your time and reflects your value, this guide walks through a structure built for creators — not a generic fill-in-the-blank template, but a framework that prevents scope creep before it starts.

Your client sent you a one-page brief. Now here is how to respond with a proposal that protects both of you.

What you will walk away with

  • A section-by-section proposal structure built for creative work
  • The scope fence — a three-part framework that defines what is in, what is out, and what triggers a change order
  • A shift from deliverable language to value language
  • A three-option pricing model that anchors high and gives clients real choices
  • Confidence to price your work without apologizing for it

Why you undersell (and how to stop)

Underselling is not a pricing problem. It is a confidence problem — and it is more common than most creators admit.

Up to 70% of people experience impostor feelings at some point in their careers, according to widely cited estimates. For creators, those feelings show up in proposals: rounding down, padding scope without adjusting price, and offering discounts before the client even asks.

The data backs this up. An IPSE study found that 41% of self-employed women say they would benefit from training in setting and raising their rates, compared to 34% of men. The confidence gap is real, and it costs real money.

Mike Monteiro puts it bluntly: underselling does not just hurt you — it drives down rates for everyone in the profession. Blair Enns takes a different angle: price the client, not the job. Start with the outcome the client wants, not the line items. Chris Do says it another way: “Don’t justify your prices — demonstrate value.”

Here is the mindset shift: your proposal is not a plea. It is your first act of professional confidence. The structure you put around your work signals how you expect to be treated.

Expert insight: Stop defending your rates. Instead, focus on proving the value you deliver — a mindset shift that attracts better clients.

What goes in your proposal

A strong creative services proposal is not long. It is clear. Here is the section-by-section structure.

1. Project understanding

Do not start with your capabilities. Start with the client’s problem. Show that you understand what they need and why it matters to their business. This is where you prove you listened — and it is the single fastest way to differentiate yourself from every generic proposal in their inbox.

2. Approach

Explain how you work, not just what you deliver. Walk the client through your process: discovery, concepts, feedback rounds, final delivery. This builds trust because it shows predictability.

3. Deliverables (with value framing)

This is where most proposals fall short. Instead of listing outputs, frame each deliverable in terms of the outcome it creates for the client. (More on this in the value language section below.)

4. The scope fence

Your single most important section. This is the boundary that protects both you and the client. We cover it in depth next.

5. Timeline and milestones

Break the project into phases with clear checkpoints. Tie each milestone to a client review window so there are no surprises about when feedback is expected.

6. Investment (three options)

Present three pricing tiers — not one price with a take-it-or-leave-it framing. (More on this in the pricing section below.)

7. Revision policy

State the number of revision rounds included (two to three is standard for most creative work), what counts as a revision versus a new direction, and what happens after the included rounds are used.

8. Terms and next steps

Include payment terms, timeline for acceptance, and a clear next step. Make it easy to say yes.

The scope fence: what is in, what is out, and when the meter starts

According to PMI, 52% of projects experience scope creep. And as the FunctionFox 2025 report shows, agencies that lack structured scope management are the ones absorbing the cost.

Most advice tells you what to do after scope creep happens. The scope fence is different. It is a proactive framework you build into your proposal before any work begins. Three components:

What IS included

List every deliverable, the number of rounds, and the timeline. Be specific.

Example: “This project includes one homepage design concept, two rounds of revisions, and final production files delivered as .fig and .pdf within 4 weeks of kickoff.”

What is NOT included

Name the common assumptions that lead to extra work. This protects you and sets honest expectations for the client.

Example: “This project does not include copywriting, stock photography sourcing, CMS implementation, or ongoing maintenance. These can be scoped as add-ons if needed.”

What triggers a change order

Define the boundary. When does additional work require a new agreement and a new price?

Example: “A change order is triggered when: (a) new deliverables are added beyond the scope above, (b) a third round of revisions is requested, or (c) the project timeline extends beyond [date] due to delayed client feedback. Change orders are scoped and priced separately before work begins.”

The scope fence is not adversarial. It is clarifying. Clients appreciate knowing the rules of engagement upfront. And for you, it replaces the awkward mid-project conversation with a reference point you both agreed to at the start.

Paul Jarvis, author of Company of One, frames it well: built-in boundaries are the foundation of sustainable creative practice. “I’ve always had boundaries, and I think that’s why I’m where I’m at.”

The scope fence sets the boundaries your contract enforces.

Value language, not deliverable language

Most proposals read like a shopping list. The client sees tasks, not outcomes. Jonathan Stark calls this inversion “scope last, value first” — estimate the value of the transformation the client wants, then define the scope to get there.

Here is what the shift looks like in practice:

Instead of writing…Write this
“I will design a logo”“You will have a memorable brand identity that attracts your ideal customer”
“5-page website”“A conversion-optimized web presence that turns visitors into leads”
“3 social media posts per week”“Consistent brand visibility that keeps you top-of-mind with your audience”
“SEO audit report”“Clarity on exactly what is holding your site back from ranking”

The left column describes your effort. The right column describes the client’s outcome. Same deliverable, different frame — and a fundamentally different conversation about price.

As Chris Do puts it: “Value isn’t determined by you, it’s determined by the client.”

Price with tiers, not apologies

Blair Enns’s three-option pricing model works because it reframes the conversation from “can you afford this?” to “which level of investment fits?” This approach aligns with value-based pricing principles that tie cost to client outcomes, not just your time.

Structure your pricing as three tiers:

  • Tier 1 (anchor): The comprehensive option. Everything the client could want, priced at a premium. This sets the frame.
  • Tier 2 (recommended): The option that delivers the core outcome with strong value. Most clients choose this.
  • Tier 3 (floor): The essentials-only option. Meets the budget, meets the need, nothing extra.

Present the highest tier first. The anchor shapes how the client perceives the other options. One agency reported an eleven-fold increase in profit after adopting this model.

Do not apologize for your pricing. Present it clearly, tie each tier to outcomes, and let the client choose.

The transparency advantage

Pricing transparency is not just a personal strategy — it is a market direction. In 2025 alone, more than 100 price transparency bills were introduced across 33 U.S. states. Clients increasingly expect to see how pricing works, not just what it costs.

Your proposal should reflect this. When you present clear tiers, explicit scope, and a defined change-order process, you are not just protecting yourself. You are giving the client the transparency they are already looking for.

What clients actually look for

Before you send your next proposal, consider the buyer’s side. Research from Proposify (analyzing over one million proposals) shows the average close rate is about 20%. Research consistently shows that personalized outreach outperforms generic approaches, and proposals are no exception.

What separates proposals that close from proposals that get ignored:

  • Specificity over polish. A tailored project understanding section outperforms a beautiful but generic deck.
  • Clear pricing. Clients want to know what they are buying and what it costs. Ambiguity kills deals.
  • Defined boundaries. Clients appreciate knowing what is included and what is not. It builds trust.
  • Speed. Proposals sent within 24 hours of inquiry see up to 25% higher close rates, according to Better Proposals.

Make your next proposal count

A strong proposal does three things: it shows you understand the client’s problem, it frames your work in terms of outcomes, and it draws a clear line around what is included.

The scope fence is not a barrier between you and the client. It is an agreement. When both sides know the rules, the work gets better and the relationship stays healthy.

Ready to do your best work with a team that has your back? Join us or talk to us about your next project.

Sources and references

This article draws from authoritative sources including:

Industry Research:

Expert Frameworks:

Pricing Transparency: