Understanding the Foundation: Before You Write

A strong explainer video proposal doesn’t start with writing; it starts with listening. Before you put pen to paper (or fingers to keyboard), ensure you have a deep understanding of your prospective client’s needs, goals, and challenges.

• Discovery Call/Meeting: Conduct a thorough discovery process. What problem are they trying to solve with an explainer video? Who is their target audience? Where will the video be used (website, social media, internal training)? What are their specific objectives (lead generation, conversion, education)? What is their budget range?
• Identify Key Stakeholders: Know who is involved in the decision-making process and tailor your language and value points to address their specific concerns.
• Define the Problem You Solve: Frame your services not just as ‘creating an explainer video,’ but as solving a business problem (e.g., low website conversion, poor product understanding, ineffective training). Your proposal should echo the client’s language and pain points discussed during discovery.

Key Components of Your Explainer Video Proposal

An effective explainer video proposal should be structured logically and professionally. While the exact layout may vary, here are the essential sections you should include:

• Executive Summary: A concise overview (1-2 paragraphs) that restates the client’s problem, summarizes your proposed solution, and highlights the key benefits they will receive. This is crucial for busy executives who may only read this section.
• Understanding the Need: Demonstrate you listened. Briefly restate the client’s challenge and goals in your own words, showing empathy and comprehension.
• Proposed Solution: Detail the specific type of animated explainer video, the style, duration, and core message. Explain how your proposed video addresses their stated needs and goals.
• Scope of Work: Clearly define what’s included (e.g., scriptwriting, storyboarding, voiceover recording, animation, music/sound design, revisions). Be specific to manage expectations and avoid scope creep.
• Timeline: Provide a realistic project timeline broken down by key phases (discovery, script, storyboard, animation, final delivery). Set clear expectations for turnaround times and client feedback windows.
• Investment (Pricing): This is where you present your pricing. See the next section for strategies on how to do this effectively.
• About Us/Why Choose Us: Briefly highlight your experience, expertise, and unique value proposition. Include testimonials or case study links relevant to their industry or challenge.
• Call to Action: Clearly state the next steps (e.g., schedule a follow-up call, sign the proposal, make an initial deposit). Make it easy for them to move forward.

Presenting Your Explainer Video Pricing for Impact

Moving beyond a simple flat fee or hourly rate can significantly impact your profitability and client perception. Consider these strategies when presenting pricing in your explainer video proposal:

• Value-Based Pricing: Instead of costing by the minute or hour, price based on the value the video will deliver (e.g., potential increase in conversion rate, time saved in training). Frame the investment in terms of ROI.
• Tiered Pricing: Offer different packages (e.g., ‘Standard,’ ‘Premium,’ ‘Enterprise’) with varying levels of complexity, duration, or included services (e.g., basic animation vs. custom character design, single revision round vs. multiple). This uses anchoring and gives clients options, often leading them to select a middle or higher tier.
• Optional Add-ons: List services not included in the base packages as optional extras (e.g., foreign language versions, additional video lengths, rush delivery, interactive elements). This boosts potential project value and allows clients to customize.
• Price Anchoring: If using tiers, position a higher-priced option first to make the subsequent options seem more reasonable.
• Framing: Present the price in terms of potential gain or problem avoidance, not just cost. For example, frame a $7,500 video as an investment to improve conversions by X%, potentially generating far more revenue.
• Clarity and Transparency: Break down the pricing structure clearly so clients understand what they are paying for. Avoid hidden fees.

Illustrative Pricing Examples (USD 2025)

These examples are purely illustrative and vary widely based on complexity, duration, studio location, and reputation:

• Basic 60-Second Animated Explainer: Simple motion graphics, stock music, professional voiceover. May range from $3,000 - $7,000+.
• Standard 90-Second Explainer: Custom illustrations/characters, more complex animation, licensed music. May range from $7,000 - $15,000+.
• Premium 120-Second Explainer: High-level custom design, advanced animation, multiple stakeholders, strategic consulting included. May range from $15,000 - $30,000+.
• Optional Add-on Example: Additional 30-second cut-down for social media: $1,000 - $2,500+.

Leveraging Technology for Modern Proposals

Static PDF or document-based proposals can be clunky, difficult to update, and limit client interaction. Modern tools can enhance your explainer video proposal process.

For comprehensive proposal creation, including e-signatures, workflows, and full document management, popular options in the market include PandaDoc (https://www.pandadoc.com) or Proposify (https://www.proposify.com). These platforms offer robust features for creating, sending, and tracking full proposals.

However, if your primary goal is to modernize how clients interact with and select your pricing options, especially when offering tiers, bundles, or add-ons, a dedicated interactive pricing tool is invaluable. This is where PricingLink (https://pricinglink.com) excels.

PricingLink allows you to create interactive, configurable pricing experiences via shareable links (https://pricinglink.com/links/*). Clients can select different packages, choose add-ons, and see the price update live, much like configuring a product online. This simplifies complex pricing, saves you time on back-and-forth, and provides a modern client experience. It’s laser-focused on the pricing presentation and lead qualification step, intentionally not including full proposal features like e-signatures, invoicing, or project management, making it an affordable and powerful addition to your sales toolkit if you need a dedicated interactive quoting solution.