Tara Reid | Marketing and Content Creation

How to Craft the Perfect Cold Pitch Email

When it comes to being a virtual assistant or freelancer who provides services to business owners, crafting the perfect cold pitch email can be a bit overwhelming. Nobody wants to come across as spammy or too salesy, especially if you are an introvert like I am.

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Cold pitching was something that gave me the cold sweats at first. Hitting the send button on the first few emails was challenging, but it has been such a rewarding process.

Sending an unsolicited email to a small business owner offering your services just feels wrong, doesn’t it? However, it can be the absolute best way to find clients that you would love to work with and be a fit for you and your business.

Change your mindset when it comes to crafting the perfect pitch email. Don’t go into it thinking, “how can I convince this person to hire me?”. Instead, think, “what value can I provide this business owner?”

Whether you are a coach, virtual assistant, website designer, or social media manager, cold pitching can be an excellent way to gain clients!

Make it about THEM, not YOU.


Sending Cold Pitch Emails as a Service Based Business

What is a Cold Pitch Email?

Essentially, a cold pitch email is sending an unsolicited email to a business owner in the hopes of providing your services and working with them. Whether you are a coach, freelance writer, graphic designer or virtual assistant, sending cold pitch emails can be a really great way to gain new clients!

What to Consider When Finding Businesses to Pitch:

When looking for businesses to pitch your services to consider the following points:

  • How can you genuinely help their business?
  • Do you feel that they are a good fit to work with? Personal relationships are important when it comes to the client and contractor relationship. You are in full control of who you want to work with! Spend some time reading their social media accounts or about me page and see if their personality and message resonates with you.
  • Do you have experience in their niche? Not entirely necessary, because as someone who works with a wide variety of clients and has never niched down, it doesn’t matter as much. However, when you are reaching out, you want it to be a business or niche you are excited about.

Gain More Clients by Sending Out Cold Email Pitches

Important Strategies for Crafting the Perfect Cold Pitch Email:

I have had a good conversion rate of finding new clients through cold pitching. As an introvert, that’s a really amazing thing, and my only regret is not pushing myself to send these emails sooner!

Here are a few tips for crafting a cold pitch that will get read and lead to more replies:

  • Use the business owner’s first name in your greeting
  • Do some research on their business and show you know what you are talking about right off the bat in your first paragraph. (for example, I love that your business focuses on women’s health, and I really loved reading your blog post about making time for self-care. It’s such an important topic, and the article was so well written and informative!)
  • Second paragraph – introduce yourself, your experience, and make it personal about how you can help them
  • Keep it short and simple
  • Closing paragraph – thank them for their time and offer a link to your website or a link to book a call to discuss further
  • After 1 week – send a short and straightforward follow-up email if they haven’t responded. Business owners are busy people (one reason why they should consider outsourcing some aspects of their business!). They might need another simple nudge to read your original email. I generally don’t follow-up on a cold pitch email more than once. There is a fine line between following up with someone you are excited to work with and annoying someone with constant emails.

An Example Cold Pitch Email:

Here is an example email pitch putting all of these tips to use (using a fake business as an example). For the example, I am offering social media management services to a company that makes handmade dog collars:

Hi Rachel,

I recently came across your Instagram profile and discovered your business, Woof Handmade Collars. I have two dogs, a poodle, and an Irish wolfhound, and I love the bright fabric patterns you choose to use in your collars!

My name is Tara, and I have been a social media manager for the past 2 years. I love working with small business owners, especially ones that make pet-related products. I couldn’t help but notice that you haven’t posted to Instagram in 2 weeks and haven’t been utilizing Instagram stories. Consistency is vital when it comes to growing your brand on Instagram, and I would love to help you out with that! I’m currently working on Meow Cat Toys social media and have been able to increase their engagement rate from 2% to 10%. I would love to be able to do the same for you!

I have a few different social media packages that I offer to fit my client’s needs. I’d love to chat with you more about how I can help grow your social media engagement, sales, and brand awareness. Let me know if you’d like to book a quick discovery call to chat and see if we would be a good fit to work together!

Thank you so much for your time, and let me know if you have any questions.


Final Thoughts

When it comes to cold pitching your services, no matter what your services are, don’t think of it as actually pitching your services. Think of it as pitching your expertise to help the client. Make it personal. Make them understand how working with you will benefit THEM, and you’ll have a much better success rate at gaining new clients through cold pitch emails.

What are your thoughts on cold pitching? Have you had good results sending out cold pitch emails for your services? Share your thoughts in the comments!


How to Craft the Perfect Cold Pitch Email



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