Scope to win: How to create proposals clients say yes to

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We take for granted what we already know, and sometimes neglect to share the most basic principles, because we assume they are obvious to everyone.

A few weeks ago, I was throwing around the word “scope” on a Substack live when someone asked a simple and important question in the chat: “Can somebody share what a scope is?” And I realized that a back-to-basics moment was in order. Even if you already know what a “scope of work” is and even create them regularly – there are probably ways that you can uplevel them to win more clients and command higher rates… so that’s what we’re going to get into today!

And if you’re thinking, “but I can just use AI to write my scopes now” – I want to encourage you to do them yourself. I was chatting with a founder who was considering hiring a freelancer she really vibed with on a call, but was completely turned off when she received a proposal that was entirely, obviously ChatGPTed, and riddled with business jargon. Creating a scope of work (SOW) is your first opportunity to show a potential client that:

• You heard their needs and have a plan to execute on them

• You’re going to take a project off their plate (which is delegation and relief that founders are willing to pay for!)

• You’re going to guide them through a streamlined process to get something done, and they don’t have to stress about managing you

• You’re creative, honest, strategic, and thoughtful

• You’re going to be a valuable, contributive member of their team – either for a project or long-term

Sure, use AI to check your spelling mistakes… but don’t outsource this first touch point. Please!!

So, with that in mind, here’s everything I know about creating SOWs, after making at least 100~ of them over the past decade of freelancing, winning marketing, brand strategy, and website projects.

I learned how to scope when I was 22, at my first job at a design agency. They offered big, multi-phase projects and charged upwards of $100k for them. I couldn’t even fathom charging, or making, that much on a single project… Until my boss started having me scope the agency’s projects, and I got to look under the hood. The thing was, once I really listed out everything that went into a project – from strategy, project management, design, dev, team members, etc – the rate was naturally on the higher end. And when we shared the final SOW with the client, the investment just made sense.

So many freelancers lose out on money they should be earning, because they don’t proactively consider all the work that goes into a project or role… but that won’t be you!

A scope of work (SOW) is a proposal that gets you and your potential client on the same page. It’s a document deliverable that includes:

• Project goal, or role

• For projects: Project phases, all the tasks that go into each phase, and final deliverables

• For retainers / fractional roles: Ongoing responsibilities and/or monthly deliverables

• Timeline, hourly commitment, team, pricing & payment terms

So many people feel guilty asking for money, but the thing is, there’s nothing to feel guilty about when you clearly outline what you’re going to do, and how much it costs. That’s a natural and appropriate cycle of giving and receiving. When your scope is specific, thoughtfully meets the client’s needs, and explains how you charge, you can feel confident sending your proposal along.

And if you’re stuck in a cycle of low earning – stepping back and re-scoping your projects can actually be the KEY to unlocking more income. I had one gal in a coaching session who was scraping by as a freelancer, and just by re-scoping her projects, she ended up making $12k the next month. It could really be that easy.

✦ Below: 5 steps to creating a strong scope of work, a real proposal of mine from a client who said yes, pricing tips, a template, and what to do if a client asks for a lower rate

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Creating a detailed SOW before you get started with any project is a non-negotiable best practice that ensures you are meeting the client’s needs, and that you have boundaries around your time and contribution. Don’t skip this step, even when you’re doing a project for a friend, or someone you like and trust! Often that’s where boundaries get the most blurry, and having an SOW to check back with will save you and your relationships!