How to Write a Winning Upwork Proposal That Gets Responses And Helps You Land Jobs

If you’ve ever struggled to get responses on Upwork, this guide is for you. Over the years, I’ve submitted hundreds of proposals. Some got responses, some didn’t. But recently, I’ve been using a new structure for my proposals, and it’s been working — really well.

In this article, I’ll walk you through a step-by-step structure you can follow to write a solid proposal. This method works across different job types — especially creative fields like video creation, editing, and content production — but the principles can be applied to pretty much any niche.

At the end of this article you’ll find a template PDF document that you can download and use to construct your cover letter.

Let’s break it down.

1. Start With a Simple, Personal Introduction

Don’t overthink the opening. Just be natural, respectful, and to the point.

Example:

“Hi, I’m Dom, and I’m a professional video presenter and UGC creator.”

Or if you’re applying as an editor, designer, or another role:

“Hello, I’m a professional video editor specializing in YouTube and social media content.”

2. State Your Specialization — and Align It With the Job

Your proposal should immediately answer: Why you?
Make your specialization relevant to what the client is looking for.

In my case since I’m a video presenter and UGC creator I would write something like:

“I specialize in UGC video creation and video presenting for VSLs and tutorial videos.

But for instance if the job is for editing true crime videos, you could say:

“I specialize in editing true crime and documentary-style videos with cinematic pacing.”

Just be honest — don’t claim experience you can’t back up.

3. Mention Your Tools and Equipment

Let the client know you’re equipped to deliver high-quality work. This part builds trust.

If you’re a video creator, for example:

“I work with a Sony ZV-E10 and a Rode NTG-1 microphone. I record with real backgrounds or green screen, and I use a teleprompter for clean, fluent delivery.”

If you’re an editor:

“I edit in DaVinci Resolve Studio on an M3 Pro MacBook Pro, using licensed plugins and sound libraries.”

List the gear/software that’s relevant to the job.

4. Briefly Mention Your Education or Training

This isn’t always necessary, but it adds credibility.

“I studied film directing and media production, and I’m currently studying acting — which supports my delivery skills for spokesperson and UGC videos.”

For editors, you could say:

“I completed courses in color grading and sound design, and I’ve worked on multiple short films and branded content.”

5. Include Strong References or Samples

Now’s the time to back up everything you claimed above.

Example:

“I’ve attached a few sample videos to this proposal that match the style of your project. You’ll find links to my YouTube channel and a Google Drive folder with recent work.”

Explain what the client will find in your portfolio and why it’s relevant.

6. Close the Proposal Naturally

Keep it light but clear. Invite a conversation.

“I hope the attached material gives you a good overview of my work. Let me know if you’d like to chat more about the project.
Thanks for reading, and I look forward to hearing from you.
— Dom”

Example of a Short, Targeted Proposal

When the job is very specific, maybe something you don’t do often or have a lot of experience doing, but you’d wanna build some references, you can be even more on point. Like in this cover letter I did for small VFX job:

“Hey, fellow filmmaker student here! I recently did something very similar in my own short film, where I had to replace a book cover in post.
I’ve attached the before-and-after shots so you can see the quality.
I’m confident I can deliver the same standard for your screen replacement job.
Let me know if you’d like to talk more.
Regards,
Dom”

Even though I didn’t land that job (expectations changed), we got into a conversation — and that’s the hardest part.

Final Tips

• Don’t use AI-written proposals — clients can spot them easily.
• Don’t ramble. Keep your proposal focused and specific.
• Don’t write about how much you want the job. Show them why you’re the right fit.
• Do personalize your proposal to the project when you can.
• Do explain how your skills contribute directly to the client’s needs.

Free Template: Upwork Proposal Structure (PDF)

I’m including a downloadable PDF with this article — it’s a fill-in-the-blanks structure you can use to build your own proposal template. Tweak it for your field, fill in the blanks with your actual tools and skills, and start landing more jobs.

If you found this article helpful, don’t forget to subscribe to my channel on YouTube and check back on the website later.  Thanks for reading — and good luck out there!

— Dom