Pitch Like Your Life (Literally) Depends On It

Look what dropped in my Twitter DMs:

Whilst this is far from my first cold pitch via socials, it certainly does rank in my top ten favourites. What’s been done here was simple, but oh so effective. After chuckling to myself for a brief moment - I then actually read the message properly and it’s inspired this entry. So, let’s pull it apart and see what we can learn from what Jacques did well here.

Pitching is an essential part of being a freelance creative. Not because work won’t come to you if you don’t, but because the right kind of work may not come to you if you don’t. Often (freelance) creators just have to do the work they’re handed because they’re desperate. Pitching helps you to take better control, so you have more selection over the projects you take on and decline. However, when it comes to pitching, there are a few things that you must get right in order to be successful.

Grab them with a clear hook

Titanic is a classic for me, and that’s why Jacques hook was particularly impressive. What was used here was a metaphor mixed with a little bit of show business (reference to a pertinent movie) - meaning that it was too hilarious to ignore. However, there are some other ways to go about it:

• Use a contrarian approach - If you’re going to utilise this kind of hook, start by saying something that is true. Then present a second truth that is in direct opposition to the first fact.

• Ask a series of rhetorical questions - The more surprising the question is, the greater the engagement that you can achieve.

• Use quotations differently - You can start with an apt quotation, but then differentiate by adding a twist.

• Tell a story - Everybody loves a good story. We can identify with them, learn something new, and get inspired.

• Take them through a "what if" scenario - Grab attention by asking them to look forward to a positive future and it can intensify their desire for your product or service.

However you decide to go about it, the most important thing is that your hook is appropriate and relevant to your target clientele. They probably receive dozens of pitches per day - how are you going to put forward a memorable one?

Focus on their needs, not yours

Solving the right problems for your prospects can bring you massive sales. Getting right at the heart of the problems of your customers will always get you their attention. But in order for this tactic to work, you need to know your prospective client’s fears, struggles, and insecurities very well. Otherwise, your efforts may backfire on you. If you have done good research, push where it hurts the most. This is the best way to gain their trust. Find the things that set your product/service apart from others on the market. Then, talk about the issues related to alternative freelancers. Use numbers to quantify the issue, if applicable. As soon as you remind the prospect of all the headaches, you’ll have a clear way to push your product and save the day. This is how you’ll motivate people to purchase your offer.

This is a point where I think Jacques could have improved on in his pitch. Funnily enough, most clients don’t actually know the problems that they have. All they know if that things aren’t working - often it takes the experts investigating to figure out why. Jacques asking me what my problems are all well and good, but actually suggesting potential problems would have been a much stronger move. Why? Because I’m more likely to trust someone who has already taken the time to figure out my problems for me (shows real expertise).

Part of the pitch is the presentation of the pitch

Jacques truly crushed this part. His bio is clear and very value-effective (value = what you can do for your clients). It’s very simple - before clients will look at what you’ve gift-wrapped for them, they’ll first take a look at the wrapping paper. Before I read Jacques message, I read his bio that came up. That’s what caught my eye, that’s what caught my attention. He already told me the value he’s bringing to the table, plus super simplified what I have to do. With so much ease, it was almost effortless.

I think we can all learn a thing or two here. The most profitable of creators, know how to pitch their services to prospective clients confidently and clearly. A huge part of that is truly understanding what you bring the table as a freelancer.