I try to keep everything simple by dividing my estimates into three sections: project description, usage rights, and fees. Here is my proposal writing process. First, I describe the project I have been asked to work on. I try to get as much information from the client as possible by asking the following questions:
How many shots will you need?
When/where will the shoot take place?
What is the concept?
Who will provide art direction?
If needed, who is the stylist?
If needed, who will retouch?
What is the deadline for the finished photos?