Writing a job brief that gets you the right proposals
A clear brief gets fewer proposals but far better ones — and that is what you want
2 min read
Clients often assume more proposals is better. The opposite is true. A vague posting attracts people who paste the same message into every job, while the professionals whose calendars are full simply skip it — they won't spend time guessing what you want.
Three things every brief needs
Deliverables, as a list — not "need a logo" but "AI and SVG source files, transparent PNG in three sizes, single-colour version, one-page usage guide".
A real budget — postings without one get roughly half as many proposals. Freelancers who already have work won't guess. If you're unsure, a wide range still beats leaving it blank.
A deadline that is a date — "ASAP" is not a deadline. It tells people you haven't planned.
What makes professionals skip your posting
- Asking for "a sample made specifically for us" before hiring. That is asking for free work.
- Saying the job is very easy and quick, before you've described the scope
- Putting a phone number in the body and pushing to talk off-platform immediately
- Going quiet for three days, then asking when they can start
A template that works
Who we are: a new single-location coffee shop in Ari
Need: logo and shopfront sign design
Deliverables:
- Logo in vector AI + SVG
- Transparent PNG, three sizes
- Single-colour version for cup stamping
- One-page usage guide
Style: minimal, brown and green (3 reference images attached)
Budget: THB 8,000–15,000
Deadline: 30 September
Revisions: 2 rounds included
A brief like this might bring 5 proposals instead of 30 — but all 5 will be from people who actually read it.
Once proposals arrive
Don't default to the cheapest. An unusually low bid usually means someone who hasn't understood the scope, and who will either ask for more money halfway through or disappear.
Look at three things: can they restate the brief in their own words, do they have comparable work, and is the timeline they quote realistic?
Always state a budget
A posting that says "send me your price" gets proposals from ฿5,000 to ฿80,000, which makes the decision harder, not easier.
Give a range, even a wide one. People who are not a fit stop applying, and you both save time. The fear that "if I name a budget they will quote all of it" mostly doesn't happen — good freelancers price the scope, not your wallet.
Say what you don't want
"No off-the-shelf templates" or "no ongoing maintenance after handover" filters as effectively as describing what you do want.
Reply quickly, even to say no
Strong freelancers are usually weighing several jobs at once. Someone waiting three days for your answer has taken other work. A same-day "got it, I'll come back to you by Friday" is enough.