One-Page Proposal Template (Free Download)

4 min readApr 8, 2020

Download Template Here: https://www.jordanpanderson.com/blog/one-page-proposal

Based on Pricing Creativity — A Guide to Profit Beyond the Billable Hour, this one-page proposal is perfect for any creative business looking to close more deals and save time from writing dead-end proposals. You’ll be able to give your clients multiple options that they can feel comfortable with. This proposal is framed to price your services where your clients get the most value and earn you the most profit.

What’s Included:

One Page Proposal (.Docx File Format)
Three Pricing Options
High Anchor Price To Shift The Total Price In Your Favor
Carefully Crafted Options For Your Clients
Payment Term Options
Customizable Branding

What do I put in each column?

There’s been a little bit of confusion on what should go into each column. Some have conflated the “Features vs. Benefits” argument. This proposal needs to be very literal.

The benefits, future states, goals, and metrics should be conversations that lead up to this proposal.

In this proposal, you are listing the solutions and services you will carry out for your client. This is not the place to list promised results or metrics. If you’re going to run a strategy session then put “Strategy Session” in the column — Don’t put “Improved Brand Clarity and Peace of Mind.”

Do you know your client’s price range?

What needs to be established before you start building this proposal is your client’s price range. Somewhere in your conversations, your client should hear a price before you submit this proposal. Your prices (or at least one of them) shouldn’t come as a surprise.

Great thing to say in conversation:

“OK, Mrs. Client. I’m going to go back and start drafting up a proposal. It’s going to be in a range from $20,000 to $15,000 — does that sound good to you?
(Pause)
[One one thousand, Two one thousand, Three one thousand]
“Yes, Jordan. That’s sounds good to me.”
“Great! Do you have any other questions for me?”

Say the big number first. Anchoring (read Thinking, Fast and Slow) is incredibly powerful. And even when we know we’re being anchored, our brains can’t ignore it. It’s that powerful.

By saying the big number first, you are pushing the price conversation higher and higher. Even if you settle for a lower price, the average revenue will be higher.

To clarify, you will verbally say the big number first. You will build the proposal starting with the small number on the left. The proposal is best read left to right.

How do I build this proposal?

Option #1 (CLIENT’S BUDGET)

Option #1 is meant to look scant. It offers to create an adequate amount of value for the client. It’s “good enough”.

Option #2 (YOUR TARGET)

Your target option is going to be this middle option. Option #2 offers to create an exceeding amount of value for your client. This is a profitable, worthwhile engagement. By placing this option in the middle, clients are able to compare and make a decision they feel comfortable with.

Option #3 (HIGH ANCHOR)

Clients will chose this option 20% of the time It’s meant to drag the price point to the right Anchoring high allows for a comparison to Option #2. Option #2 looks like a good deal compared to this huge price. Visually, this looks like more.

I have sent proposals with four options — simply add a new column. More than four options result in choice paradox.

Payment Terms

Payment terms are up to you. Get paid when you want and when your client can afford to pay. Best practice is to try and get 100% upfront. Though not always possible, try to get a majority of your fee in the early stages of the project.

How do I submit my proposal?

This is more art than science. It’s going to depend on you, your personality, and how you run your business.

1. Some people will build this proposal, send it via email and wait for the client to call back.

2. Others will get everyone together somehow and then submit the document.

The latter method allows you to navigate the proposal starting with the big Option #3 and working your way down. This allows your client to ask questions in real-time.

Whichever method you choose to navigate, I would stick with this one firm rule:

Submit this proposal between 24–48 hours from your last sales call.

Don’t let the magic fade.

- Jordan P. Anderson

Originally published at https://www.jordanpanderson.com on April 8, 2020.