How to write an effective pitch email
Getting your content in front of the right person at the right time is a challenge in itself. And when you have to add in the fact it must appeal to the reader and keep their attention in all of about 30 seconds, it can seem like an impossible one. If you have the email address at the ready but are still staring at a blank screen, here are some top tips to help you craft that winning pitch email.
Identify the gap
Before you even begin writing, make sure you’ve identified gap or weakness in your potential client’s online content offering or strategy. Make sure that what you’re proposing is a fresh idea or meets a need – and that it is clear how working together will be mutually beneficial. Focusing on the client’s need means your pitch won’t be all about you.
Demonstrate your understanding
It’s vital that whoever it is whose inbox you’re sliding into knows that you understand their business. Make sure you’re visible in their list of followers, that you interact with their posts on LinkedIn and social media, or that you network in the same kind of circles. Look into their most recent sales figures, how they structure their staff and their most up-to-date news – that will inform you of any initiatives on the horizon or trends they’re taking into account.
Know your audience
You’re likely to catch a client’s eye if you talk in their language. Familiarise yourself with their style and tone, so you can pitch in that same voice. Don’t add jargon or flowery language for the sake of it, but play on the wording they use on their site and in their social media posts and mirror it to show you can work in their style from the outset. This will help you write an attention-grabbing subject line – one that’s descriptive, personalised and doesn’t mislead – to increase the chances of a click-through.
Go the extra mile
While no one is expecting you to put together a 10-minute video or write a 2000-word article for a pitch, it can be helpful to share that you’re prepared to go the extra meal to secure the deal. You could create and include a custom piece of content or an example case study for the client to showcase your skills and prove your dedication.
Keep it short and sweet
When it comes to pitches, the shorter the better. If you’re approaching someone who’s likely to be receiving several per day, you need to grab their attention and sell yourself as quickly as you can. Give yourself a word or even sentence limit and make sure sentences are concise and snappy.
Don’t end without a call to action
The best way to close out a pitch email is to leave your reader wanting to know more. Here’s where a call to action takes its place. Finish with a suggestion of a ten-minute phone call and ensure your contact details are front and centre.