How to write pitches that actually convert?
Writing Pitches that convert
Writing pitches can be an exhilarating process, but it can also be the complete opposite. The best bit about being able to pitch, is you get to go directly to the target, no fluffing around attempting to get them to come to you. I’ve put together some key elements to the pitch that have made the difference between an email being discarded and an email being responded to.
I’m not going to lie, sometimes these responses come back negative, but a response is a response. You’d think response rates would have gone down in the middle of a pandemic, but it’s actually been the complete opposite.
Outcomes and Goals
Outline the key outcomes and goals you want to achieve for the project, not only for yourself but also for the other party. For most projects this would probably be a measurable goal, such as: wanting to encourage people to speak out further about plastic pollution, or wanting to encourage local travel.
- What is the goal of the company?
- What are my business goals?
- What are my project goals?
Tie these together, the business you are pitching should fit within your company goals and values. The advantage for many entrepreneurs and creative businesses is that your businesses goals and values are usually aligned with your personal ones.
Here’s an example:
Imagine your business and the one you are pitching to at the core aims to create for positive impact. You’d be confused and likely to ignore an email that says something along the lines of…
My name is Taylor and I am a digital creative from Adelaide.
Then imagine getting something like this:
I have been obsessed with your cause since I found the Nightly interview with founder James Barnes, and have been more conscious and active in regards to my relationship with plastic pollution and the ocean.
This isn’t perfect by any means but it does capture there attention much faster and leads them to read the rest of the email, you have tied yourself to them from the get go.
No matter what you are asking for, if somebody cannot physically grasp the value they are going to get out of the project then they’re not going to invest anything, even if its only their time you’re asking for.
This one’s the fun one, but it’s by far the hardest. Let’s be real honest if a company doesn’t know why your idea or proposal is unique and the value it will provide then they won’t respond.
The easiest way to start is by making a list of what actually attracts you too, and the connection you have with the company (kind of like what you were asking yourself before) and going from there, considering:
- What you can do that others can’t
- How is the proposal unique
It could be as simple as you have a unique idea. You don’t have to outright say “my idea is unique because…,” but play with it.
Don’t fear a little bragging, be proud of the idea and yourself.
What Do You Want/Need
This ties back into everything really, but you have to be clear on what position you and they are in, using language that supports that throughout.
- What do you want from the project in general?
- Do you want to collaborate and partner with the company or create for them?
- Do you want a product and/or payment?
You are talking with a non-for-profit organisation about partnering to create a campaign. Language like: Partner, Collaborate, and Together will help build that relationship.
Whereas if you are pitching a shoot idea to a jewellery or apparel company, make it about them, uplift them, because they not going to want to work with someone who’s not excited about what they do.
And don’t be afraid to state exactly what you need. Don’t shy away from your pricing if you are asking for compensation. I’ve made that mistake way to many times, if you’re truly proving value, then they will be willing to pay that amount.
- You’re not asking for money or time, you’re asking them to invest in your idea. Make them see why you are of value to them.
- Keep it short
- Be yourself
All in all, the key to proposals is to demonstrate your value, and the value you provide through your proposed project.