Better questions before a better proposal

A useful brief collects information that changes your proposal. Before adding a question, consider which decision the answer will support. If it changes neither the scope, the approach nor the way you will work, it may be able to wait.

The change your client wants

Start with the reason for the project. Asking “what do you need?” may produce a list of assets. Asking what is happening and what should be different helps explain what those assets are meant to achieve.

• What situation do you want to address?
• Who is the work for?
• What should be different when it is complete?
• Is there anything that already works and should be preserved?

Leave room for open answers. Clients may not know the names of your services, and they should not need that vocabulary to explain their situation.

Constraints that affect your proposal

Gather the conditions that could change the scope. Dates, available material, decision makers and an investment range help identify whether you need a conversation before preparing a price.

• Is there an important date? What happens on that date?
• Which content or materials already exist?
• Who will review the work, and who will make the decision?
• Is there an intended investment range?
• Which parts depend on another person or supplier?

Allow people to say that something has not been decided. “We don't know yet” is more useful than forcing someone to invent a deadline or a budget.

References you can interpret

A link alone does not explain a preference. Ask the client what interests them about a reference: its tone, structure, pace or a specific result. It can also help to understand what they want to avoid.

Avoid asking them to choose a technical solution before you understand the problem. Defining that solution is part of your professional contribution.

Real form builder screenshot with fictional data. Select the image to enlarge it.

Review the form before sharing

• Group related questions into clearly named steps.
• Require only the answers you need in order to continue.
• Use a link field for references and a date field where appropriate.
• Check the mobile view and read the questions without your studio's context.
• Explain how you will use the information and what happens next.

In Propsenda, the reusable template is separate from each brief you share. You can improve future questions without changing what an earlier contact received. When a response arrives, use it to inform the proposal and keep the information you already have.