A freelance graphic designer who makes nearly $300,000 a year shares her 7-step process for writing attention-grabbing proposals that lure in clients on freelancing platforms

• Morgan Overholt is the founder and owner of Morgan Media LLC, a graphic design agency.
• She earns nearly $300,000 a year in annual revenue by attracting clients through clear and concise job proposals.
• Overholt makes her proposals shine by proofreading, personalizing, and projecting confidence.
• Don't forget to include your unique selling point and portfolio and follow up, she says.
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So you've honed your skills and you're ready to take the freelancing world by storm, but there seems to be a little snag in the plan: You aren't winning jobs.

When I cut the cord on my "normal" 9-to-5 job three years ago to become a full-time freelance graphic designer, I was fully aware of how difficult it would be to land those first few big contracts. I knew if I was going to find success as a freelancer I was going to have to learn how to sell.

And so I threw myself into learning how to write attention-grabbing proposals. I poured myself into countless blogs on the topic, devoured sales books, and constantly tweaked my message until I began to see the work steadily trickle in.

Today, that small, steady trickle feels more like a waterfall. I not only achieved my goal of becoming a full-time freelancer, but also more than doubled my income in just the first two years of being in business, bring in nearly $300,000 a year.

I often receive messages from aspiring freelancers expressing their frustrations about this all-too-common barrier to entry.

Luckily, there's a simple solution - and it's one of the biggest things that separates successful freelancers from the rest of the pack: the art of learning how to write a job-winning proposal.

Here are a few of the tips and tricks that I use on a daily basis to attract quality clients and score quality jobs.

Let's start with the most obvious piece of advice, because it needs to be said.

According to a 2018 survey by TopResume, a whopping 79% of employers cited spelling and grammatical errors on a resume or cover letter as an automatic deal-breaker.

If your application is riddled with typos and egregious grammatical errors, it's unlikely a prospective client will even give you a second glance.

I've been on both ends of the hiring game. As a full-time freelancer, I often lean on other freelancers for help when things get a little busy around the office, and I frequently use sites like Upwork and Indeed when searching for new talent. I am always shocked by the number of poorly written, error-ridden cover letters, resumes, and proposals I receive. It's disheartening because I, just like the 79% of other employers mentioned in the TopResume study, consider it to be a deal-breaker. It's difficult to imagine that person being a quality, detail-oriented worker when they exhibit that level of sloppiness in the application phase.

Proofread proposals carefully before sending, run a spell check, and don't be afraid to use services like Grammarly for a little extra help when needed.

This one is a game changer.

Dale Carnegie wrote, "A person's name is to that person the sweetest, most important sound in any language."

There's nothing in this world that makes a "cold call" or "cold message" feel even more frigid than a generic greeting.

As a woman, I cannot tell you how particularly annoyed I feel when a potential candidate not only fails to address me by name - which I always make a point to provide - but also addresses me as "Dear Sir."

Additionally, don't forget to show genuine interest in the job itself. Think about what inspired you to apply for the job in the first place. Do you have a personal interest in the topic? Do you have a passion for the type of work described? Let the client know!

Put yourself in your client's shoes. Wouldn't you feel more comfortable hiring someone who displays passion and enthusiasm for you and your work?

Think less about yourself when writing your next proposal and more about how your words will make the client feel - create the kind of human connection that will not only get you hired, but also will set the tone for the entire project.

Confidence is key when applying for a job - and nothing screams, "I'm not the right person for this gig" more than the overuse of tentative speech.

For those unfamiliar, tentative speech involves the use of qualifiers, disclaimers, and/or intensifiers that suggest uncertainty.

Examples include:

1. "I think"
2. "I feel"
3. "I believe"
4. "I just"
5. "I actually"
6. "I should be able to"

While studies - like this one published in Psychology of Women Quarterly - have shown that women are slightly more prone to using this tentative language than men, it's an issue that plagues many.

Don't subconsciously undermine yourself by using the wrong words when writing proposals. Instead, swap out tentative phrases with the following:

1. "I know"
2. "I will"
3. "I can"
4. "I am"

Clients want to hire a professional who knows they can get the job done, not just thinks they can.

Ask yourself, when's the last time you read an article on the internet word-for-word. If I were to wager a bet, I'd say there's a strong possibility you're only skimming this article right now.

Your clients are no different.

In fact, it's very likely that your potential client will have to sift through dozens of different proposals trying to find the right candidate for the job, and won't have time to read your 2,000-word proposal letter. Value your client's time as you value your own.

When writing a cover letter or sending a proposal, especially on freelance marketplace sites like Upwork, aim for 200 words or less. Focus more on the quality of your words, rather than the quantity.

A unique selling point, in essence, is what makes your product or service better - or different - than other freelancers.

All freelancers need to learn how to define a handful of unique selling points about themselves that they can promote to prospective clients.

It sounds harder than it actually is - every freelancer is unique in their own way. If you're not sure what your unique selling point should be, try the following exercise:

1. Make a list of each of the following every time you apply for a job (I'll list my personal examples in parentheses for inspiration):
   • Your professional skills (graphic design, writing, public speaking)
   • Your unique experiences (working with clients from a variety of industries including healthcare, finance, and real estate)
   • Your qualifications (15 years of professional experience, top-rated status on Upwork, nationally-recognized and award-winning designs)
2. Next, put two or more items from each of these lists together.

For instance, if I were applying for a medically-themed graphic design gig, I would proudly write, "I am a top-rated, award-winning graphic designer with experience working in the healthcare industry."

There are lots of graphic designers out there, but how many have 15 years of experience, a top-rated status, experience working in healthcare, and a few awards under their belt? My guess: not many.

Finally, don't forget to throw in a call to action. You need to tell your prospective client what you want them to do. I've found success with the following:

1. "Contact me via email and we can talk details!"
2. "Let's set up a call to discuss details - let me know what time works for you!"
3. "Contact me for a quote."

Humans by their very nature are visual creatures, and first impressions are formed within seconds - meaning it's not only the quality of your content that matters, it's also how it's displayed.

For instance, as a graphic designer, I've taken the time to create 3D mockups of every item in my portfolio to help my prospective clients visualize my work samples in a realistic and dynamic way.

It's like a fashion retailer who uses a model or mannequin, which allows a potential buyer to get a feel for the shape of a garment and an idea of how it might fit.

This advice isn't limited to just graphic designers - freelancers of all industries can benefit from learning how to present their portfolio in a way that stands out from their competitors. Writers can create beautifully branded, multi-page brochures featuring snippets of their work; programmers can direct potential clients to a professionally designed, resume-style website.

Coming up with creative ways to uniquely showcase your skills and work samples to prospective clients is truly one of the best ways to stand out in an otherwise-crowded field.

Last, but certainly not least, whenever possible, follow up.

Last summer, I posted an ad on Indeed for a paid graphic design internship position. In less than 48 hours, I had over 200 applications sitting in my inbox. But to my surprise, only one candidate bothered to send a formal follow-up email, thanking me for my time and consideration.

That's right: one out of 200.

I had several candidates with excellent portfolios and his was no exception, but it was his excellent habit of following up that catapulted him to the top of the list.

Spoiler alert: He got the job.

I don't care what industry you're in - or what kind of job you're applying for - you should always send some sort of formal, but brief, follow-up email.

I usually keep my follow ups fairly brief: "Thank you for taking the time to review my proposal, please reach out if you have any questions."

And if the email address or contact isn't listed directly on the job posting, do a bit of homework: Google the company name, find the website, and get in touch. It doesn't require a lot of extra effort - and just imagine what might happen if you are the only person to do so.