Cold pitching can feel daunting, but it’s a highly effective way for freelancers to secure high-paying clients. Following these seven steps, you can transform your cold pitches into warm leads. This entire process should also help you write engaging social media posts to attract target clients
Identify Your Ideal Client
Before crafting your pitch, define your target client or customer. Are they an individual? Are they company founders? Specific department heads? Consider industry, company size, and specific pain points your services can solve. This focused approach ensures your pitch resonates with the right people. Always think of why they would want to do business with you. How can you make their work easier?
Research Your Prospects
Once you’ve identified potential clients, delve into their online presence. Explore their website, social media channels, and recent news articles. Understanding their needs and values helps tailor your pitch for maximum impact. Now, which is the best way to reach out to them based on their activity or style of engagement? LinkedIn message? A direct email? A phone call? At a networking event? Through an introduction?
Craft a Compelling Subject Line
Your subject line is the first impression you make. Keep it concise, personalised, and intriguing enough to entice the recipient to open your email. If you get writer’s block, try bouncing off ideas with someone you trust or who has a valued opinion. You can also run email subject lines through AI apps to see which subject line is more likely to get opened and why. But also use your own professional judgement. If you were the person being sent the email what would make you open that email?
Personalise Your Pitch
Avoid generic templates and create your own. That said, address your prospect by name, reference their work, and highlight specific ways your skills align with their needs. This demonstrates genuine interest and shows you’ve done your homework. Also, personalise your pitch by explaining why you would like to work with them. What makes their company or proposition unique and how does it gel with your company values and goals? Keep correspondence tight do not send an essay.
What is the ideal length of a cold call pitch email to a prospective client?
This is generally between 50-125 words. This translates to roughly 5-15 lines of text.
Why this length?
- Respect for the recipient’s time: Busy professionals receive countless emails daily. A concise message is more likely to be read.
- Quick and easy to scan: People tend to skim emails. A shorter email allows the key points to stand out. Put key messaging in bold or even bullet points.
- Higher response rates: Studies have shown that emails within this range receive the highest response rates.
Additional tips for cold email length:
- Focus on the most important information: Briefly introduce yourself, state your purpose, and highlight the value you can offer.
- Use a clear and compelling call to action: Let the recipient know exactly what you want them to do next (e.g., schedule a call, visit your website).
- Test and refine: Experiment with different lengths and formats to see what works best for your target audience.
While the ideal length is a good starting point, remember that the quality and relevance of your content are just as important as the length.
Showcase Your Value Proposition
Briefly describe your expertise and experience. Include a few relevant case studies or testimonials (hyperlink to the source website or attach PDF examples) that demonstrate your ability to deliver results. Focus on how your services can benefit the client, not just listing your skills.
Include a Call to Action
Don’t leave your prospect guessing what to do next. Invite them to schedule a call, view your portfolio, or discuss their project in more detail. Make it easy for them to take the next step. Remind them how you can help make their lives easier or how it could benefit the business.
Follow-up
If you don’t receive a response within a week, send a polite follow-up email. Sometimes, emails get lost in the shuffle, and a gentle reminder can be all it takes to spark a conversation.
Going the extra mile
- Build Relationships: Networking events, online communities, and social media platforms are great places to connect with potential clients. Building rapport before pitching can significantly increase your success rate. Make a goal to attend at least one networking event each week. Schedule it in.
- Track Your Results: Monitor which pitches are most effective. This allows you to refine your approach over time and improve your chances of landing high-paying clients and projects.
By implementing these steps and staying persistent, you are more likely to unlock a steady stream of high-paying clients through good old-fashioned pitching. Remember, it’s not just about selling your services, but about building mutually beneficial relationships that can propel your freelance career to new heights.