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Tyler's $1M+ proposal system
Plus a cheeky discount for our subscribers (that's you!)
David Broderick
June 26, 2025
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Want to earn more money as a freelancer, consultant, or agency owner?
The secret, it turns out…is in the story you tell.
You need to master the art of convincing clients that their content operation is safe in your hands.
And that’s where a killer client proposal comes in.
The only problem for us freelancers?
Most of us have never even seen a client proposal – nevermind pulled one together.
Luckily, our very own Tyler Hakes has got us 🍻
He’s sold millions of dollars worth of content marketing services in his career.
And he’s pulled back the curtain on exactly how in Mastering Proposal Storytelling for Freelancers and Agencies
Here are my fave bits…
🫵 Lead with them, not you
Most proposals look like this:
Here’s what I do
Here are my case studies
Hire me
But friends don’t let friends send shit client proposals.
So here’s what Tyler wants you to do instead:
During your discovery call with a potential client, try to understand the actual job that they’re hiring you to do.
In other words: What are they actually trying to achieve?
Ideally, it’s a clear and specific goal – like “2X organic traffic in 1 year” or “generate $1,000,000 in revenue from SEO in the next 6 months”.
Then you’re going to start your proposal by restating and clarifying their goal – and how the work you’re going to be doing fits into achieving it.
This changes things to:
Here’s what you’re trying to achieve
Here’s how we can help you achieve it
Let’s get cracking
🌭 Show how the sausage is made
Of course, clients want to see work samples and case studies.
But they also want to see how you produced those results.
Not because they want to steal your process or micromanage how you execute it for them.
But because they want to know that you take a systematic approach to your work that makes it replicable.
“From a client’s perspective, a case study is great,” says Tyler. “But if you don’t have a system or process, then clients have no real trust that you’ll be able to repeat those results for them”.
When you show up with a clear system, you're saying, “I’ve done this before. I know what I’m doing. You’re in good hands.”
And that’s what lands you work.
🤑 Match money to value
“I’ve been doing this for ten years now, and it’s never easy to put a price on your time, effort, and expertise,” says Tyler. “And it’s always nerve wracking to show a client a number and see if they say yes.”
The best way to overcome that anxiety – and position your value in the best possible light?
Match money to value.
Any time you put a price to something, do your best to put the deliverable in its full context.
So, don’t quote “one blog post = $X”
Explicitly break that down to:
Research
Creating a brief
Writing
Editing
Revisions
And together, all those services cost $X.
Check out this slide from the proposal template Tyler included in The Pitch Perfect Pack:
Map out your services like this and you never have to stress that your lead won't see "the full value" of what they’re paying for.
📈 Outcome matching
The best proposals give potential clients complete confidence that you can deliver the results they’re looking for.
How?
They match the goal the client shared with you with a similar past outcome that you’ve delivered for another client.
This is where your case studies and testimonials come in.
Ideally, they're not just proof that you do good work.
They're proof that you deliver the exact results the customer wants.
Of course, not everyone has hundreds of high-quality case studies in their back pocket.
But your goal should be to build a catalog of case studies and testimonials so you can share the most relevant customer story with each lead.
Not sure how to do that? Tyler has included a whole video on how to collect more case studies – and how to frame those case studies from a variety of angles – in The Pitch Perfect Pack.
This sneak peek only scratches the surface of what Tyler has to say about crafting the perfect client proposal 👀
Get more of his hard-earned insights – like how to personalise each proposal in minutes, not hours – in this free 17 minute deep dive: Mastering Proposal Storytelling for Freelancers and Agencies
But that’s not all…
Want to win more clients?
Then don’t just need a strategically-crafted proposal…
You also need killer case studies and a top notch capabilities deck.
The only problem?
That’s a lot to figure out all by yourself.
Luckily, Tyler has got you with The Perfect Pitch Pack – collection of professional-grade templates, cheat sheets, guides, and teardowns that includes everything you need to pitch clients with complete confidence.
Inside, you’ll get:
4 high-converting proposal templates
4 client-ready capabilities deck templates
Plug-and-play case study templates
BONUS: Proposal walkthrough (from real $1M+ work)
BONUS: Case study cheat sheets + request templates
And for launch week only, you’ll get 20% off the whole thing.
Just use coupon code PITCHLAUNCH (expires Friday 27th June).
p.s that coupon code can be applied to either the one-time purchase or MOFU subscription!)
 | TOFU Community Manager |