It’s 2018, and writing great Upwork proposals has never been more important than it is today. If you’re new, or just haven’t noticed, Upwork and online freelancing have become much more mainstream over the past couple of years. Upwork’s CEO Stephane Kasriel has said that as many as 10,000 new freelancers come onto the scene every day, and there are millions of new clients as well.
All of this spells huge opportunity for anyone wanting to succeed as an online freelancer. And that starts with learning how to write an Upwork proposal that grabs attention, stands out from the crowd, and gets clients excited to hire you (yes, even if you think you don’t have enough experience).
With that, I’m proud to present to you my best tips for writing winning Upwork proposals in 2018.
My top 10 Upwork proposal tips for winning jobs in 2018:
- Start your proposal with a “Decompression Zone”
- Avoid the “Hybrid Proposal”
- Offer a helpful suggestion right in your cover letter
- Show an example of similar work (even if you’re brand-new)
- Don’t bury the lead
- Find common ground
- Become a screening question “smuggler”
- End your cover letter with a Call To Action
- Don’t sell yourself short
- Use the client’s name
Tip #1: Start your proposal with a “Decompression Zone”
To write great Upwork proposals in 2018, learn from businesses that have stood the test of time — I’m talking about big, successful retail stores like The Gap, the Apple Store, or Bed Bath & Beyond.
Watch the video below to learn about one of their most powerful persuasive strategies (which I’ve been successfully applying to Upwork proposals for years).
Tip #2: Avoid the “Hybrid Proposal”
I’ve always warned against reusing the same (copy-and-pasted) proposal over and over again for different jobs. Many of you have gotten the message loud and clear.
But there’s a new, equally poisonous shortcut in full force this year. I call it the “Hybrid Proposal”. This is when someone uses a canned (pre-written) proposal, but they try to make it appear original by adding in one or two “customized” lines.
They may fool themselves into thinking it’s a good strategy, but it doesn’t fool clients nearly as well. You can spot these Hybrid Proposals a mile away because 98% of it sounds completely generic — usually a boring list of facts about the freelancer’s experience, with little-to-nothing in the way of specifics about how they can help the client (which is 98% of what the client really cares about).
Writing awesome, original Upwork proposals doesn’t have to take long, and ensures you’ll always be able to find new clients whenever you need them. If that isn’t a good reason to invest a few extra minutes of effort, what is?
Tip #3: Offer a helpful suggestion right in your cover letter
The past few years have burned us all out on advertisements, clickbait links, and self-aggrandizement by consultants and gurus who will do anything to get into our pockets.
Now, in 2018, your best shot is to turn the tables and be generous instead. (I call this the Generosity Economy. You’re experiencing it right now, even as you read this post.)
Once you decide that creating a “Decompression Zone” to start a conversation with clients is smarter than coming in hard with a full blown sales pitch, you can use your proposal to deliver value — which helps you stand out and become a client-magnet.
One of my favorite ways to do that is to offer a helpful suggestion, right in your cover letter (or even in a screening question).
Mind you I am not talking about doing any free work here. Just a friendly suggestion, pointer, or tip or two that shows the client you know what you’re doing, you’re a good person to work with, and you care about helping them win.
Here’s an example:
Tip #4: Show an example of similar work (even if you’re brand-new)
Clients today have more choices than ever. Before you get all worried about the excessive competition, realize that this presents a new problem for clients — too many options! You can help them solve that problem and become their hero by helping them narrow down those options…to JUST YOU.
How? By showing them examples of previous work you’ve done that are similar to what they need. Since few or none of your competitors will do this, clients will love it and — if done right — will usually shortlist or even hire you fairly quickly because they now know you can get the job done.
Anyone can take advantage of this strategy. It doesn’t matter what category you’re working in, or how little experience you might have. Here are some ideas to get you started:
- A client needs an excel spreadsheet; you create a similar spreadsheet and show it to them as proof that you can complete their job.
- A client needs a business plan for their company; you write a marketing plan for a similar company (doesn’t even have to be an existing company) and show it to them as proof that you can complete their job.
- A client needs some visual effects added to a video; you add those same visual effects to a different video and send it to them as proof that you can complete their job.
(Btw, I wrote an entire post about how you can create a portfolio in one afternoon here.)
Tip #5: Don’t bury the lead
It’s 2018, and everyone’s patience has left the room. Case in point: A journalist can ruin an otherwise amazing piece simply by burying a lead.
But it’s not just journalists that do this. You can easily bury the lead in your proposal if you’re not careful. For example, I once reviewed an unsuccessful proposal where the freelancer had included a highly relevant sample of his work … way down at the bottom, beneath nine paragraphs of mostly irrelevant fluff. Lead buried.
Think about how strapped for time we all are these days. How do you feel when someone sends you a long email to communicate something that could have been said in the first sentence?
Tip #6: Find common ground
People may technically be more connected than ever, but ironically we’ve also never been so longing for personal connections.
Yes, the client reading your proposal on the other end is a human. Which means they respond to traditional human connection, just like anyone else.
One of the best ways to make that connection is by finding common ground whenever you can.
For example, I sometimes point out that the client and I are both located in the midwest — even if we’re 300 miles apart! A guy reached out to me on Twitter once to let me know he took this advice and got hired for a job because he was from Boston, a city the client loved.
Of course, this isn’t limited to your geographic location. You can use your background, education, personal interests, passions, or anything else.
Tip 7#: Become a screening question “smuggler”
Back in 2016 I showed you how your answers to Upwork’s “Additional Questions” are actually the first thing clients see, even before your Cover Letter, making them a critical component of writing winning proposals.
But how can you take maximum advantage of this knowledge and make sure clients love your answers?
The way I do it is to take all of the great information I’d normally put into my Cover Letter, and “smuggle” it into my answers to the “Additional Questions”.
For example, let’s say I have a highly-relevant sample of work I know the client will love. Instead of hoarding it for my Cover Letter, I work it into one (or even more) of my “Additional Question” answers.
Of course, you can do the same thing with any key piece of information the client will love — useful tips and suggestions, ideas, and helpful insights can all be “smuggled” into your answers, too.
Tip #8: End your cover letter with a Call To Action
2018 isn’t only the year that Upwork proposals became one of the most valuable skills on earth — it’s also the year of “I’m so distracted — please just tell me exactly what to do next!”
Persuasion scientists have long since discovered that they could persuade more people to get vaccines by giving them specific next steps (i.e. “Go to this local drug store at this exact address now to get vaccinated”) vs just telling them about the benefits of the vaccine. You can do the same thing with your Upwork proposals.
For example, I often end proposals by asking clients if they are up for a 5-minute voice call on Skype so they can tell me more about their project. It works much better than something like, “Hope to hear from you soon.”
Tip #9: Don’t sell yourself short
While negotiation used to be something we associated with hardcore businesspeople, in 2018 it’s practically a national hobby (thanks largely to popular TV shows like Shark Tank and The Profit).
This means that clients often understate the true amount they’re willing to pay when they post a job on Upwork because they’re “leaving themselves room” to negotiate.
This creates enormous potential for earning more on Upwork because it means you can charge above the client’s budget and still get hired.
You need to write a great proposal to make this strategy work, but it’s more than worth it. I’d never have been able to earn over $100,000+ on Upwork in a single year if I’d let clients decide on my prices for me.
Tip #10: Use the client’s name
In How to Win Friends and Influence People, Dale Carnegie offered a piece of timeless advice that might be more relevant in 2018 than it was when the book was written: People love, love, love the sound of their own name.
Whenever I post a job on Upwork as a client, I sign my name at the bottom of it. Then, I virtually ignore any proposal that doesn’t start out with the words “Hi Danny”.
This isn’t narcissism, it’s just a practical way to narrow down the field. In my experience, freelancers who use my name are more likely to be the helpful type clients like me want to hire.
Even if a client doesn’t sign their name in their job post, you can sometimes find it by clicking on the job post and scrolling down the page to see if other freelancers have left them reviews that include their name.
If that doesn’t work, look for other clues in their job post. For example, their company name or a website link can lead you to an About Us page or blog that reveals the name of the person who wrote the post. (Don’t worry about looking like a stalker, clients like it when you take an interest in them. Just don’t be weird or creepy about it.)
Alternatively, if you can’t find their name, or just don’t want to dig too much for it, just make sure you use the word “you” as much as possible. It has a similar effect and gives your proposal a “client-centric” feel that will stand apart from the “Me, myself and I” proposals your competitors will bury them in.
Take a look at these real, winning proposal examples
No matter how many tips I give you, there’s nothing quite like seeing what real winning Upwork proposals actually look like.
That’s why I want to show you some, free of charge — my gift to you. You can get them here.
I’ve shared these with thousands of my readers, and the responses have been incredible. Like this:
“LOVE THIS! Thanks for creating this resource Danny! It was so eye opening! I’ve read so many articles on writing great Upwork proposals and most of them advise boring, cookie cutter proposals like some boring cover letter you would staple to the front of your CV for doing the job searching rounds around the town.
But this approach is so casual and personal that it really captures the reader. I mean I don’t know why I should be surprised this is the winning formula because it’s the exact tone I’m trying to tell people all the time to use in their marketing copy! I really need to follow my own advice!
It’s so funny to think even though we may tell our clients one thing, when it comes to marketing ourselves as freelancers we default to a boring, corporate clone…the very thing so many of us became freelancers to escape from!”
See the real, winning proposal examples (for free) here.
I am new and after reading your post I came up with the cover letter below and It worked. Thanks. Hi too, I am Brian a new freelancer here on Upwork. I have read your job posting with keen and interest that you are creating a new blog and would like to help with that. I have noted that you require an article that would compel readers and attract viewership and readership to your blog. My availability fits your job post requirement and I am flexible with your rates as I am interested in a good review. I have also… Read more »
Thanks a lot, Danny for this golden tips, I will try it in my next proposals
A lot of these suggestions are great, but some of them require the client to actually give you details of what they are working on. I’m noticing in 2019 an increasing trend toward clients giving less and less and less details of their projects. This means you can’t give any helpful suggestions. And the proposal often feels sort of generic anyway because sometimes I don’t even know the industry that the client is in.
So do you have any suggestions on how to address this in a proposal? How to make it less like you’re shooting in the dark?
Honestly, I wrote two proposal after reading this blog, just heard back from one of them the day after (1st time ive had an answer back) and they said mine was the best proposal yet! Thank you so much for sharing your advice! I wish you all the best
Dany you shared awesome tips. That’s amazing. After reading your blog post you changed my whole approach of sending proposal on clients projects. Thanks, man. Keep sharing this kind of awesome stuff.
Cheers,
Danny you’re brilliant. Just used some of your tactics here, particularly the decompression zone approach and it worked. Massive thanks and sending a massive high five your way.
Hi Danny, I’ve been reading your upwork tips all day and I’m already feeling like a pro! 😀
I’ve been freelancing on other platforms for some tie but I’m still curious enough to ask; How long do you think it will take a new upwork profile to gain a client as regard to the huge competition we are facing?
[…] To maximize your success on job sites, you need two practices. First, you need a list of job sites to check regularly. Second, you need to learn the art of writing a pitch to grab the client’s attention. Take a look at the Art of Emails’ resource “5 Cold Email Templates to Land High Paying Gigs” for tips on cold email. If you are interested in Upwork specifically, check out Freelance To Win’s resources like Top 10 Upwork proposal tips: How to win Upwork jobs in 2018. […]
Omg I used your “crystal ball” techníque and landed my first upwork job. Thanks, Danny!!!!!!!!!!
Love this site! I’m 3 days into Upwork although it feels like years. I just updated my profile yesterday with some of the great tips I’ve read here. Still, no bites and I’m running out of connects.
How long has it taken folks to get their first gig? Trying to appease my impatience. Thanks!
Good afternoon Danny, I really appreciate all your tips and suggestions and was gratified to learn that I was using one of them before I even learned of it from one of your posts! I specialize in editing first-time authors of fiction (I’m retired and only work when I want to on projects that interest me), and I start my proposals with some variation of this opening paragraph: “Hello Jane, Congratulations on completing your first novel! You’ve done the hard work, and now it’s time to turn your baby over to a professional editor with the skills and experience to… Read more »
Hey Danny,
Thanks for more great tips! I’ve been working them into my proposals and I’ve found a hidden benefit to offering a helpful suggestion: even if I don’t get the job, I feel like I’ve learned something simply by thinking about the project like I was already hired! Finding new ways to apply knowledge is just as important as learning something entirely new.
Hi Danny, I have been using your tips for some time now and the number of jobs I win has increased dramatically. I use only a fraction of my connects each month. Frequently, I get hired after sending out only two to five proposals. Of course, that means I’m making more money because I’m doing more jobs, but I’m also making a lot more money per job as well. Thank you for sharing your expertise with us. Your advice isn’t limited to helping new writers. Those of us that have been doing it a while benefit as well. I have… Read more »
Hi Danny!
Your post really does a big help to all freelancers especially to all newbie like me. May you continue to inspire and bw generous to share your insights,skills , knowledge and expertise on this. May God bless you and your family always!
Quality post, as always!
I am using some of your tips and they proved to be helpful.
Thanks, Danny.
Hi Danny,
Thank you so much for these new tips and tricks. I’m new to the freelance world. I’ve just about finished your course but I haven’t actually jumped in and started freelancing, I very much appreciate the continual guidance and resources you provide. 2018 is the year to get going for me.
Welcome! Happy to have you here. Please stay in touch and let me know how things are going.
Thanks for providing these tips, Danny! I struggle with the canned and hybrid proposals. The majority of jobs posted requesting my particular skill set do not include many details about the project itself. It will be something like “Please convert my spreadsheets into Tableau reports”, or “Tableau developer needed”. A lot of folks don’t know exactly what they want, just that they have a lot of data and they should do something with it. Which is fine, I can help them define and refine their requirements. But I get very, very basic job descriptions, to which I give several different… Read more »
Great hearing from you Jennifer. I’ve written about how to write proposals for “vague” job descriptions before, feel free to check that out as well.
Hi, Danny!
I love that advice about names, they create such a connection. I made up my mind over a year ago to leave the client’s name in ALL my feedback so that other students and followers can benefit should they ever cross paths with people I’ve worked with. **Wink**
Haha nice–thank you for paying it forward and helping others win too!
I do this too for the same reason. You rock!
Hey Danny,
I love your resources, They have helped me a lot. I was trying to join your Secret to Six Figure but it says it closed. Can you please tell me when you will reopening it?
Cheers,
Sumanth Jois
Soon–watch your email.
I have discovered that by looking at invites on the iPhone Upwork app, I can usually see the client’s full name and/or business name, for further digging. For some reason, these don’t show on the desktop version until the proposal is acknowledged.
Same in the Android APP 🙂
Great work! Happy to hear from you both.