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Proposals don’t have to be terrifying. In fact, I’m now to the point where I can put one together in just a few minutes.

I know that sounds too good to be true, but it’s the case. After sending out I-don’t-know-how-many proposals over the years, I’ve developed a system {and some templates} that I can customize in a matter of minutes and yet make it look like I wrote that just for them…

And because I remember that stomach-twisting feeling of sending out proposals with zero confidence in myself, I’m now sharing everything I’ve learned with you. Believe me, it will be a huge relief to send off a proposal you’re not only confident about, but actually feel proud of.

Here’s how you can do it:

 

Start by Understanding What a Photography Proposal Is

First and foremost, proposals are sales tools. They work hand in hand with your branding materials and marketing efforts to seal the deal with your ideal client. That means they should be not only in sync with your brand look and messaging, but visually attractive and thoughtfully designed.

A Photography Proposal is NOT—

• A Contract. They are not legally binding, and both you and your potential client have the freedom to walk away at this point.
• A Test Shoot. You are not working for free to prove yourself, you are presenting a professional explanation of how you will meet their needs once you are hired.
• A Pitch (necessarily). A pitch can be as simple as a quick DM or an email. Pitches are usually a quick injection of awareness for your brand. Ideally, potential clients will respond to your pitches positively and ask for a proposal, which is more targeted and informative.

Now that you understand that, let’s talk about what to include in your proposal.

 

Contact and Brand Information

Obviously, if you’re putting this much effort into creating a strong photography proposal, you want your potential clients to be able to respond quickly and effortlessly. You want them to know your name, your brand’s name, and where to reach you with questions {and, hopefully, a deposit}.

I also like to include my office hours, as well as information about how quickly they can expect to hear back from me. The idea here is so set expectations. I do a lot of batch working, which means I set aside specific times to look through my inbox. Clients who know that are very understanding—clients who don’t can sometimes be a bit put off when I don’t reply within an hour of receiving their “quick question.”

 

Timeline

Clients hate being in the dark {who doesn’t?} so I always make a point to clue them in about my process. Just like with my email schedule, when they know what to expect, they’re able to relax. If they don’t know what comes next at each step, I tend to get lots of frantic messages, even at times when all my projects are running like clockwork.

Think about your process and how to lay it out simply but clearly. For me, it looks something like this:

Preliminary Steps

1. Discovery Call—This is where we talk about the client’s needs, likes, dislikes, and overall brand message.
2. Proposal—I only send a proposal once I have collected all the project’s details, so I can put together a proposal knowing I have all the necessary information.
3. Contract and Initial Invoice—Once they have received my proposal and agreed on the terms, I send along their contract to sign and an initial invoice for their deposit. Once these are signed and paid, it’s time to rock and roll!
4. Products—If the client needs to send me any product for shooting, this is when I’ll start to need it.
5. Mood Board and Shot List—This is the client’s first peek at what their work might look and feel like. It’s also how we plan for which final images are must-haves.
6. Shopping Time—Once the mood board and shot list are approved, I’ll go prop shopping for anything I need. It’s almost time to break out the camera!

Shooting

1. Preliminary Images—I like to select a few images from the overall project that I will shoot first. I send those images for the client to review before I shoot the rest of the images. These images aren’t freebies and, if approved, will be included in the finals.
2. Feedback—The client will give feedback on the images so I know whether we are heading in the right direction. If they approve, it’s time for the…
3. Final Images—Time to do the full shoot and send on the final images for your clients to choose from. I use Pixieset for this and love it. Whatever you do, make sure your client understands how they will receive their images and how to select the ones they want.

Post Production

1. Image Selection—My client will choose the images they like. Yay!
2. Editing—I’ll edit the selected images in Lightroom.
3. Final Delivery—I send off the final images in Pixieset and kick back with a glass of celebratory wine. {But there’s no need for the client to know that.}

 

Estimate

The photography proposal is an appropriate place to give your client a few numbers to think about. Don’t break your pricing down too much, because that will encourage clients to try and go à la carte. When it comes to premium services, there are some things that you just can’t cut, as well as some intangible things {like your experience} that they are paying for but may not think of. I categorize those things under my creative fee.

Make sure your client knows how they can use their images after delivery, and for how long. Many photography clients don’t understand image rights, so don’t be offended if they need a little bit of tactful education. Your contract should cover this, but you want to discuss this beforehand and to include it in your proposal so it doesn’t come as a surprise.

When doing product photography, where the client needs the product in a certain number of “sets”, I present my prices as packages including a certain number of images. like to include two options for them, based on how many images they will get. I break down what is included with each package to help them make a decision.

Once again, you also want to include some basic information about image rights. This information could impact which package they decide on, and it will also avoid confusion and frustration later on.

Lastly, put a quick note about how long your offer is valid. This creates a little bit of urgency, but also avoids leaving you to deal with a client coming back months after the fact, wanting the same deal you offered at the beginning of the year. That can be especially sticky if you’ve raised your rates during that time!

 

Want to Create Your Own Professional Photography Proposal Template?

Then I’ve got something cooking up you are definitely going to want to know about. Follow me on Instagram and join my email list to be one of the first to find out about it!