How to Write a Proposal to Land Clients 📝

If you’re a graphic designer, brand strategist, marketer or branding company, you can get clients through referrals, social media, and ads—but there’s another game in town: RFPs (Requests for Proposals), or tenders. These are often the bigger ticket projects that could take your biz to the next level

In 2024, I responded to four RFP’s with a proposal. I found two of them On LinkedIn, and two came in via business connections of mine.

I won two 🥳, and lost two (ouch! 😅).

In 2025, I’m already in the race again. The reality? You might land one gig for every five proposals you send—or none 🤣. Practice makes perfect. Here are my tips on where to find requests for proposals, and how you write them. Happy fishing!

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You can find requests for proposals (RFPs), also known as Tenders or TORs (Terms of Reference) on:

•platforms like the Public Procurement Information Portal for government jobs

•on company websites under their jobs or procurement sections

•On companies social media pages like Linkedin

•For international clients, check freelance platforms like Upwork and Fiverr.

•Locally, business networks and WhatsApp groups often share requests for proposals, especially for small businesses.

A request for proposals can be very elaborate, such as the government looking for consultants , or it can be simple, like someone on a whatsapp group asking for a proposal to provide 50 branded t-shirts.

A great proposal is about clearly showing why you’re the right person for the job.

Here’s how I do it, and how you can too. 🚀

The Terms of Reference (TOR) is the job description. It tells you about the company or business offering the job, what they need to be delivered, their expectations, and how they’ll evaluate proposals. Sometimes, they’ll also include their budget for the project, but that’s not always the case.

Read the TOR as many times as you need. And if you don’t understand something, ASK! Many people fail simply because they make assumptions or don’t follow instructions.

The TOR is your cheatsheat. Your mwakenya— it tells you exactly what the client wants, the goals of the project, and how they’ll judge your proposal. Skipping this step is like trying to bake a cake without a recipe: utamwaga unga.

Pay attention to the details, highlight key points, and ensure your proposal addresses them directly.

Let’s say a Shoe Business in Nairobi called NaiStep Footwear has put out a TOR for a graphic designer to create marketing visuals for their upcoming sneaker launch. After reading the TOR, here’s how you could break it down:

❓What’s the problem they’re trying to solve: They need eye-catching designs for social media and promotional posters to attract more customers.

❓What deliverables do they expect: They require 10 social media graphics, 3 poster designs, and an editable template for future use.

❓What’s the timeline and budget: They need the designs within two weeks and have a budget of Ksh 50,000.

❓How will they evaluate proposals: They are looking for creativity, experience, and affordability, and they want to see a portfolio or past work samples before making a decision.

Hii sasa ndio mwakenya proper—use it to show the client you’re the perfect fit for the job!

A great proposal doesn’t need to be long. In fact, short, and clear is always best. Sometimes the company will tell you exactly how long the proposal to be, down to the number of pages. Fuata instructions!

Here’s the simple structure I follow with the example of the NaiStep Footwear branding project:

The cover page is the first page of your proposal. It provides a professional and organized introduction to the proposal, with the details about what it is and who it’s for. It usually has a title, your name or business name and the client’s name.

📌 Example:

Graphic Design Proposal for NaiStep Footwear

By Lester Graphix

This section is your chance to make a strong first impression by briefly introducing yourself and showing that you understand the client’s needs. It should clearly explain who you are, why you're interested in the project, and how your skills or services align with what the client is looking for.

📌 Example:

"My name is Lester, and I’m a freelance graphic designer specialising in branding and marketing visuals. I’m excited about the opportunity to work with NaiStep Footwear to create eye-catching promotional designs for your upcoming sneaker launch. I understand that you need high-quality social media graphics and posters that will grab attention and drive sales, and I’d love to bring this vision to life."

Explain your approach step by step, showing the client exactly how you’ll deliver the work.

📌 Example:

✅ Research and analyse your sneaker brand’s style and audience.

✅ Develop 2-3 creative design concepts for your review.

✅ Refine the selected design based on your feedback.

✅ Deliver 10 social media graphics and 3 posters in high-resolution formats.

✅ Provide an editable template for future marketing use.

This shows the client that you have a process and know what you’re doing.

Here, you should outline what the client will receive and when they can expect it. Clearly listing key milestones, deadlines, and final deliverables helps manage expectations and shows that you have a structured plan to complete the project on time.

📌 Example:

Timeline:

The full design package will be delivered within 10 working days from the start date.

Deliverables:

•10 social media graphics (JPEG & PNG formats)

•3 high-resolution poster designs (A3 & A4 sizes)

•Editable Canva template for future use

The Pricing section shows how much your services will cost and what the client is getting for their money. Keeping it clear and straightforward helps the client see the value of your work and makes it easier for them to say yes!

📌 Example:

Personally, I like to have my prices slightly lower than the client’s budget to increase my chances of getting the job. Everyone loves a discount 🤑 Your clients are no exception. TheBest Way to Make Legit Mone... in Kenya!

When setting your prices, be clear about how taxes will be handled—whether they’re included or added separately. The government is serious about tax compliance, and you don’t want surprises down the line. If you’re unsure how to pay taxes using the new eTIMS model, check out this article to learn how it works!

This is your chance to prove that you’re the right person for the job. Companies don’t just want someone who can do the work—they want someone they can trust to deliver great results.

If you have past experience, highlight:

✅ Similar projects you’ve worked on.

✅ Clients you’ve worked with (even small businesses count!).

✅ A link to your portfolio, website, or social media account that showcases your work.

✅ Testimonials or positive feedback from happy clients.

📌 Example:

"I have worked with local fashion brands like Fashionista Kenya to create social media visuals that increased their engagement by 40%. My clients appreciate my attention to detail and fast turnaround time, and I’d love to bring the same value to your project."

What if you’re just starting out? No worries! You can still show credibility by:

• Talking about your skills, training, or certifications related to the job.

• Sharing personal projects you’ve worked on.

• Expressing your understanding of the client’s needs and your enthusiasm for delivering great work.

📌 Example:

"I have completed a graphic design training program and have been practicing by creating branding designs for small businesses in my community. I understand the importance of eye-catching marketing visuals, and I’m confident I can deliver high-quality designs for your brand."

The key is to show confidence in your abilities and help the client see why hiring you is a smart choice! Cheki: How to create a portfolio ...

Always end your proposal with a clear call to action, so they know what to do next. A great example is your contact information and an invitation to reach out to you if they have any questions or would like to discuss your proposal further.

📌 Example:

"I’d love to discuss how I can bring your sneaker launch to life with impactful visuals. Let me know if you'd like to set up a quick call to go over the details."

• Create one standard proposal that you can quickly adapt to any request. It will save you time when you spot an RFP. You can tweek the details for the specific request.

• Keep it short and clear. No one has time to read long, boring documents 🚮

• Use simple, professional language. Confidence does not need to be over-explained

• Customize your proposal for every job. Don’t copy-paste the same thing over and over. This is how mistakes happen. Utapatikana!

• Instead, create a standard proposal template of your services that you can easily adjust to different requests. Don't invent the wheel each time! Format it well. Make it attractive and easy to read. Use headings, bullet points, and good spacing. There are many free templates online that you can start with to structure and style your proposal. Google is your friend 🔍

• Finally… submit on time! Many people lose jobs just because they’re late. If there’s a deadline, stick to it! This is not the place for African timing 😂. 📲 Download MESH App hapa , ku-get notifications za opportunities, gigs, loans, asset financing na more!

Once you send your proposal, expect any of these:

✅ You get selected! Congrats! Deliver great work and build a long-term client relationship.

❓ They ask for more details. Be ready to clarify or negotiate pricing. Kumbuka, everyone loves a discount. Remember this when calculating your budget.

🚫 You don’t get picked. You win some, you lose some. Ask for feedback or for the name of the person or biz that won, benchmark and improve your next proposal.

Join MESH for more resources and support on your journey to online success.

Every proposal you send makes you better at this process. The more you try, the higher your chances of landing your next gig. Many young entrepreneurs miss out because they think proposals are “for big companies.” But the truth is, many businesses are always looking for good, reliable service providers.

If you can write a clear and professional proposal, you can land great jobs, grow your hustle, and make money.

So the next time you see an RFP/TOR/tender or an opportunity that fits your skills, don’t ignore it—write that proposal and go get that job! 🚀 Ready to Land Your First Online Client? How To Land Your First Client for Online Work