I got a new gig recently — a one-off blog content deal. It was about average in terms of money, a bit light in terms of size. Interesting content, fun to research. It’s nice getting new clients from time to time, even for the short-term. What’s nicer is when the client in question tells you that you beat out 150 other applicants for the gig.

I’m not telling you this to brag. I’m telling you this because I was able to ask my client what it was that floated me to the top of his particular heap. What he had to say wasn’t all that surprising, but what was surprising what how many people — he said 98 percent — don’t follow these basic rules of successful proposals.

1. Read the entire job description/submission guideline/call for work. Follow any specialized instructions. Many editors and clients will insert a small detail, such as a specific email title, to make sure you did this.

2. Do some basic research. If you’re trying to land a company, cruise their website. If you want to write for a magazine, read a few articles. Don’t ask somebody to spend money on you if you can’t take a few minutes to learn about them.

3. Indicate in your cover letter than you’ve done 1 and 2, preferably with an insightful or praising comment about the work your client does.

4. Submit quality and relevant work samples. If you don’t have any, take half an hour and make one. If you had to make one, say so — it demonstrates how dedicated you are.

5. Provide a direct link to your writing samples. Editors and other potential clients aren’t interested in downloading a file that could be a virus. This means maintaining an online portfolio (like this one) and using the link features in your email. Don’t expect the person on the other end to spend the time to Google you.

6. Put your best foot forward, always. Be professional with your communication and intelligent in your approach. Never make excuses, or express doubts in your proposal. Your proposal is your brochure for the client — and you don’t see professional brochures giving you the bad news.

That’s straight from the horse’s mouth, people. The words of a man frustrated by how much rough he has to dig through to find himself a diamond. Everybody’s far more capable of being a diamond than I am — the trick is making sure the clients can see it.

Thanks for listening.