Scope
Know what is actually being purchased.
A proposal should distinguish strategy, interviews, outline development, writing, revision, title work, publishing preparation and implementation rather than bundling everything under the word 'book.'
This makes comparison easier. A low price for drafting alone is not the same service as a project that begins with idea development and ends with publication support.
Process
The proposal should show where the thinking happens.
Discovery
How will the writer determine the reader, purpose and central idea?
Interviews
How many are anticipated, how are they scheduled and what happens if more source material is needed?
Review
When does the client see work and what kind of feedback is expected?
Change control
What happens if the scope, length or direction changes after the project begins?
Business Terms
Ambiguity here becomes expensive later.
Fees, payment dates, pause or cancellation terms, deadlines and client responsibilities should be stated plainly. The agreement should also address ownership of the manuscript, confidentiality and how third-party material will be handled.
If the writer is also coordinating design, formatting, publishing or launch work, those responsibilities should be named rather than assumed.
The Test
Read the proposal as a description of risk.
Where could the project stall? What happens if interviews are delayed? Who decides the manuscript is complete? How many revision rounds are included? Who is responsible for factual review, legal or compliance review and final approval?
A useful proposal reduces uncertainty around those questions before the relationship is under deadline pressure.
Common Questions
What people usually want to know next.
Should a proposal include a word count?
It can include a target range, but word count alone does not define the quality or scope of a ghostwriting engagement.
Should copyright ownership be stated?
Yes. The agreement should make ownership and any retained rights explicit.
Should revisions be unlimited?
That is a business decision, but the proposal should define how revision works so neither party is relying on a different assumption.
What about legal or compliance review?
The proposal should state who is responsible for specialized review and final approval, especially in regulated or high-risk fields.
Related Answers
Keep following the question.
Start Upstream
Compare the process, not just the price.
A good proposal should make clear which parts of the intellectual and production burden the writer is actually taking off your plate.