How to Write a Winning Video Production Proposal
When I say the words Video Production Proposal, what thoughts or feelings come up for you?
Do you see it as an exciting opportunity to connect with prospects and win new business, or do you find it a tedious, time-consuming burden?
If you work in the corporate B2B space, being able to create a well-structured, persuasive proposal is an essential skill. Yet, many video production businesses don’t approach proposals strategically, often treating them as a mere formality rather than a powerful sales tool.
In this post, I’ll break down the key elements of a great proposal, common mistakes to avoid, and how you can improve your process to increase your chances of closing more deals.
Why Proposals Matter
For those working with corporate clients, government agencies, and educational institutions, proposals play a crucial role in the sales process. A well-crafted proposal does more than provide a quote; it demonstrates your expertise, builds trust, and makes your value proposition clear.
Yet, some video producers avoid proposals altogether. I’ve even seen discussions in online groups about selling video production services without proposals. While there’s no single “right way” to run a business, skipping proposals can put you at a disadvantage—especially if you’re targeting larger corporate clients who expect them.
Before we dive into how to improve your proposals, let’s first clarify the difference between quotes, proposals, and tenders:
Quotes: A simple document outlining the cost of your services. Suitable for existing clients but often too brief to persuade new prospects.
Proposals: A detailed document outlining the client’s challenge, your proposed solution, and why you’re the best company for the job.
Tenders: A more complex, formal document (often required for government contracts) following strict submission guidelines.
For most corporate video production businesses, proposals are the sweet spot—they provide enough detail to stand out from competitors without the complexity of a full tender.
Why Some Video Producers Struggle with Proposals
Many video production business owners dislike proposals because:
They feel like a waste of time – They invest hours into crafting proposals but don’t win enough jobs.
Their proposals are ineffective – The documents they submit fail to differentiate their business or persuade prospects.
If you’re struggling with proposals, it’s worth evaluating two key areas:
The quality of your proposals – Are they clearly written, visually appealing, and compelling?
Your pre-proposal process – Are you attracting the right prospects and setting the stage for success before sending a proposal?
A strong proposal is only as good as the sales process that leads up to it. If your messaging isn’t clear or you’re targeting the wrong clients, even a well-written proposal won’t be enough to close the deal.
How to Structure a Winning Proposal
A great video production proposal follows a clear and logical structure. Here’s how to organize yours:
1. Cover Page
Your cover page should include:
✅ The prospect’s name, company, and role
✅ Your company name and contact details
✅ A clear title (e.g., Corporate Event Video Proposal)
✅ A proposal expiration date
Why add an expiration date? It creates genuine scarcity, encouraging prospects to act before the offer expires. It also protects you from situations where a client revisits an old proposal months or years later when your rates or terms have changed.
2. Introduction & Background
This section reassures the prospect that you understand their business and their challenges. Instead of simply saying, “We understand you need a video,” go deeper:
What problem is the client trying to solve?
How does this project fit into their broader business strategy?
Why is this video important to them?
For example, if you’re pitching a recruitment video, don’t just say:
"You need a video to attract job applicants."
Instead, explain:
"In today’s competitive job market, attracting top-tier candidates requires more than just a job listing. A recruitment video will showcase your company’s culture, values, and work environment, helping you stand out and engage the right talent."
3. The Proposed Solution
This is where you paint a picture of what the final video will look like and how it will meet the client’s needs. Outline:
✔ The concept and creative approach
✔ The key elements (e.g., interviews, motion graphics, voiceovers)
✔ The expected outcome and how the video will be used
Avoid using generic phrases like “We’ll create a dynamic and compelling video”. Instead, focus on concrete details that demonstrate the impact of your work.
4. Timeline & Process
Many prospects have never commissioned a video before, so they might not understand how long production takes. A clear timeline builds confidence by setting expectations.
Break it down into:
Pre-production (planning, scripting, logistics)
Production (filming, interviews, B-roll)
Post-production (editing, revisions, delivery)
Also, outline any client responsibilities (e.g., providing approvals, scheduling interviews) to ensure a smooth process.
5. Budget & Deliverables
Be clear about what’s included in your pricing. Some video producers avoid itemizing costs, fearing it will encourage price-shopping. However, transparency helps clients understand the value of your services.
Include:
Number of videos and versions
Estimated length
Delivery format (e.g., HD file, social media cutdowns)
Additional costs (e.g., voiceover fees, stock footage)
6. Testimonials & Case Studies
A strong proposal proves your credibility. Include:
✔ Client testimonials
✔ Case studies of similar projects
✔ Links to previous work
Prospects are more likely to trust your expertise if they see real-world examples of how you’ve helped businesses like theirs.
7. Terms & Conditions
Don’t overlook this section—it protects both you and your client. Clearly outline:
✔ Payment terms (e.g., 50% deposit, final payment upon delivery)
✔ Ownership and copyright policies
✔ Revision limits
✔ Cancellation policies
If you don’t have a solid contract, consider consulting a lawyer or using an industry-standard template.
8. Call to Action & Next Steps
Make it easy for prospects to move forward. Include:
✔ A clear CTA (“Click here to approve your proposal”)
✔ Instructions for signing digitally
✔ Your contact information for follow-up questions
Using an online proposal tool (like Better Proposals or Proposify) can streamline this process, allowing clients to sign digitally and track when proposals are opened.
Key Takeaways: How to Make Your Proposals More Effective
✅ Make it client-focused – Tailor each proposal to the specific prospect.
✅ Focus on outcomes – Explain how your video will solve their problem.
✅ Use a structured format – Cover page, background, solution, timeline, budget, testimonials, and T&Cs.
✅ Make it visually appealing – A well-designed proposal enhances credibility.
✅ Use an online proposal system – It saves time, looks professional, and allows for digital signatures.
A well-crafted proposal is more than just a document—it’s a powerful sales tool that can increase your close rate and help you stand out in a competitive market.
If you want help refining your proposal template, feel free to reach out at www.ryanspanger.com. I offer coaching for video producers looking to improve their sales process and win more high-value projects.
Now, take a look at your current proposal template. Does it represent your business in the best possible way? If not, it’s time to make some changes!