Tara Reid | Marketing and Content Creation

5 Cold Pitch Email Mistakes You Might Be Making

As a freelancer, virtual assistant, or another service-based provider, sending out cold pitch emails can be one of the best methods for finding new clients. And not only that but clients that YOU have picked because you want to work with them. This post will touch on some tips and ideas for sending these emails as well as some of the biggest cold pitch email mistakes you can make!

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What is a cold pitch email?

A cold pitch email essentially means you are sending someone you don’t know (a cold lead) an email to pitch your products or services to them.

Does sending cold pitch emails really work?

Yes! If done correctly and not what I would call a “spammy” pitch, it can would amazingly well for gaining new ideal clients that you would love to focus on. It’s great when clients come to you, but if your ideal clients are finding you yet, put yourself in front of them by sending out a carefully drafted and researched cold pitch email.

How do I find people and businesses to send pitches to?

It does take some research and understanding of who your target market is, what their needs are, how you can help them, and if you can fit within their normal marketing budget.

If you can answer all of the questions in your cold pitch email, you will likely have a lot more responses vs. sending a canned template email out to everyone.

cold pitch email mistakes for virtual assistants and freelancers

The Worst Cold Pitch Email Mistakes

1. You Aren’t Doing Your Research

It definitely deserves to be first on the list because it’s the most important and one of the biggest cold pitch email mistakes I see over and over again. You need to be able to connect with the recipient in your initial pitch email. How do you do that? Research their brand, their company, why they need your services, and what you can offer to them to help solve a pain point in their business.

Show them that you’ve done your research by your actions. Mention a blog post that really struck you, how awesome their latest podcast was, how you love the owner’s personal story, a feature they had. Mentioning something like that shows you WANT to work with them and have the proof of that by mentioning something important about their business. You will be shocked at what a difference this makes in your percentage of responses to your emails.

2. You Aren’t Being Friendly and Engaging Enough

We are in business, and things should be professional, but too professional. It seems like the email is either 1) spam or 2) written by a robot or 3) both of these.

Clients want to feel connected to you and trust you. It does take time to build trust in a client/service producer relationship. Still, they should feel some trust and connection within your first email. It takes seconds to make that first impression, and you only have one chance to make it!

3. You Aren’t Sending Out Enough Pitch Emails

I know, crafting and researching pitches takes time, but set yourself a goal to send x cold pitches per day or per week and stick to it.

Don’t let the number of no responses mess with your mindset or confidence. Saying no could be any number of reasons, not that they didn’t love your pitch email or want to hire you. They might not have the budget, or they might have already hired someone for that role/service. Your clients are out there, so keep sending pitch emails until you find more of them!

cold pitch email mistakes you might be making

4. You Are Focusing Too Much On You and Not the Client

Don’t make your pitch paragraphs focusing on your experience, background, and talent. Don’t get me wrong that is useful info for the client to have to know you are legit and know that you are experienced. But, keep it to 1 paragraph. You don’t need to go on and on about yourself and your background unless you also state what you can do for them. That’s what the client really wants to know.

Adding in some previous case studies, if you have them, is also very valuable for customers to see what you’ve been able to do in the past for other clients and businesses.

5. You Aren’t Confident Enough (hello Imposter Syndrome!)

Don’t be cocky, seriously just don’t.

But, there is a fine line between cocky and confident. If your email reads like you are unsure of yourself at all, but you are asking for the client to trust you with an aspect of their business and their money? They will say no or hit delete faster than you hit send.

Don’t let your imposter syndrome get in the way! There is only one you, show your confidence about your work and get that client begging to work with you!

Final Thoughts

Besides client referrals, cold pitching has become my best way to gain freelance and virtual assistant clients. And look, I get it! I’m a huge introvert, and writing and sending out pitch emails is never going not to be nerve-wracking for me, that’s just who I am.

I’m the person who has never spoken to a stranger first in my life because I don’t want to annoy them. So, if I’m able to break out of my mindset and send out dozens of cold pitch emails to gain clients, so can you!


Cold Pitch Email Mistakes You Might Be Making



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