Freelancers know that right now it’s tougher than ever to land new clients, thanks to a crowded gig economy and fierce competition. But the key to success in freelancing (as with anything) is both persistence and practice. The art of pitching is no different from your everyday creative practice. Treating this practice as an art may even help you stave off job search burnout and (gasp) even turn it into a fun challenge!
What makes a great pitch?
The most important part of any great pitch is figuring out how your style, personality, and brand fit perfectly with something the client needs, all while communicating it succinctly and conveniently. As Peter Coughter put it in his book, The Art of the Pitch, “Know what they like to give them what they need.” Pitching is all about showing how you, and only you, can help them achieve a goal—even if (or especially if) it’s a goal they haven’t thought of yet! Creating that pitch takes a little effort, though, so let’s dive in on how to perfect your pitch to gain dream clients and work on bolder projects.
Step 1: Research, research, research
We’re not just repeating ourselves: there are three sides to the research you must do to prepare to pitch yourself to a client.
- Research the client: They are your target, so get to know them on a deep level. Collect data and analytics from any available reports online. Check out LinkedIn profiles and posts from the company on any project wins and stats. Research specific people you know you want to speak with, too, to get familiar with their work, past projects, and overall taste. Finally, research the competition to see where the client may fall short and could use your expertise!
- Research yourself: After reviewing the company information, look for gaps in talent, projects, or other needs that you know you could bring to the company. Make a list of qualities and offerings answering “Why you, specifically?” Also, consider timeliness on any project-based trends you would suggest—then answer “Why you at this moment?” Look at your portfolio, too, and fix or add case studies and projects that speak directly to the client’s needs.
- Research through networking: Networking is so important! It puts you in front of others while filling in any information gaps you might have about the company. Reach out to current or past employees and find out: In what areas do they feel the company succeeds? What is the company in need of to build on that success? Offer to take them out to coffee in exchange for a chat about the company. If you’re keeping your networking to the digital space, make it worth their while, either by offering your services, network connections or paying them for their time as a mentor or consultant.
Step 2: Form (and practice) your pitch
Once you’ve done your research, you are about 75% finished. Now you’re ready to draft your pitch. Here’s a basic outline of how to draft your pitch:
- Greet the client and introduce yourself
Use the client’s real name and open with a casual greeting. Skip clichés and opt for something nice and timely (i.e. “I hope your week is off to a great start” or “I hope you had a relaxing weekend.”) Then introduce yourself, providing your location, title, and your specialty.
- A recent news item or project that caught your eye and why
Use this space to show you have done your research and tell them why you appreciate their brand. Name a specific campaign, project, or newsworthy fact that made you feel this way.
- Identify a potential client need
Show how you are inspired by their success and list any ideas you have for collaboration. Keep this part team-oriented—you want to work with them, not manage them!
- Show them how you fit that need
Write a bulleted list of at least three reasons why you are the best person to collaborate with, complete with direct links of example projects in your portfolio. Mention any prominent brands you’ve worked with recently and why now is a great time to work together.
- Close with an invitation to meet
Don’t leave your email open-ended! Propose a time that you are available to meet and make sure it’s far enough in the future that you can do extra preparation (if needed).
Before you send out your pitch, have one or two trusted friends read your draft for clarity, tone, and accuracy. Your friends will help ensure your message is clear and tell you where you can improve.
Step 3: Make the Pitch and Follow Up
After you’ve drafted and have had others proofread your pitch, it’s time to send it out. Never make a pitch on a Friday when it is likely to go unanswered. Mondays or Tuesdays during office hours are the best times for pitches. The same goes for follow-up emails: be polite and simply let them know you’re checking to see if they’d like to grab coffee or meet online. You can follow up as many times as you want, but the general rule is that after two follow-ups and no response, it’s best to begin pitching elsewhere.
If you’re still not gaining traction, reach out to a professional for help—like us! Our recruiters have their finger on the pulse of what’s happening in the freelance world and we’re always looking for top-notch creatives to place within our impressive roster of clients. While you’re there, check out our open roles.
