How to Write a Pitch That Wins Clients
The KISS Pitch 💋 + Free Template
Freelance pitching isn’t just about selling your services, it’s about starting a conversation that leads to a lasting partnership. Whether you’re responding to a job posting or sending a cold outreach email, the secret lies in keeping it simple, smart, and strategic.
The KISS principle (Keep It Simple, Sweetheart) isn’t just a catchy acronym, it’s your roadmap to writing pitches that actually get responses. Here’s how to craft a pitch that grabs attention, builds trust, and converts prospects into paying clients.
The Anatomy of a KISS Pitch
Before we dive into the step-by-step process, let’s understand what makes a pitch truly effective. A great freelance pitch has four core elements:
- Hook – Grabs attention in the first sentence
- Relevance – Shows you understand their specific needs
- Value – Demonstrates what you bring to the table
- Action – Makes it easy for them to say yes
Now, let’s break down how to master each component.
Step 1: Research Like a Detective
Your pitch’s success starts before you write a single word. Here’s your research checklist:
Company Deep-Dive
- Website Audit: What’s their brand voice? Professional and corporate or casual and conversational?
- Recent News: Check their press releases, blog posts, or recent announcements
- Social Media Vibe: How do they communicate on LinkedIn, BlueSky, or Instagram?
- Team Research: Who’s likely to read your pitch? The founder, marketing manager, or HR?
Project-Specific Research
- Pain Points: What challenges does this project solve for them?
- Timeline Clues: Are there hints about urgency or deadlines?
- Budget Indicators: Look for phrases like “quick turnaround” (budget-conscious) vs. “premium quality” (higher budget)
Pro Tip: Spend 15-20 minutes researching each client. Yes, it’s an investment, but it typically doubles your response rate.
Step 2: Craft Your Opening Hook
Your first sentence determines whether they keep reading or hit delete. Here are three proven hook formulas:
- The Problem-Solution Hook: “I noticed your recent blog post about increasing customer engagement. Here’s how I helped [similar company] boost their email open rates by 47%.”
- The Insight Hook: “After reviewing your website, I spotted three quick wins that could improve your conversion rate within 30 days.”
- The Connection Hook: “Your commitment to sustainable business practices really resonates with me. It’s exactly why I specialise in helping eco-conscious brands tell their story.”
Step 3: Tell Your Story (Without the Boring Bits)
Instead of listing your credentials like a resume, weave them into a compelling narrative:
Resume Style: “I have 5 years of copywriting experience and have worked with tech companies. I graduated from university with a marketing degree.”
Story Style: “For the past five years, I’ve helped tech startups transform complex features into compelling stories that convert. Last month, I crafted a product launch sequence that generated $20k in pre-orders for a SaaS company just like yours.”
The Three-Sentence Story Formula
- Context: “I specialise in [your niche] for [target market]”
- Proof: “Recently, I [specific achievement with numbers]”
- Relevance: “This experience makes me perfect for [their specific need]”
Step 4: Prove Your Value with Specifics
Generic claims like “I deliver quality work” mean nothing. Instead, use the STAR method:
- Situation: What was the client’s challenge?
- Task: What did they need?
- Action: What specific steps did you take?
- Result: What measurable outcome did you achieve?
Example: “A wellness startup needed to increase their email subscriber base. I developed a 3-part lead magnet strategy and landing page copy that boosted sign-ups by 80% in just 6 weeks.”
Step 5: Make It Easy to Say Yes
End your pitch with a clear, low-pressure next step: Instead of “I hope to hear from you soon.”
Try “I’d love to discuss how I can help you achieve similar results. Are you available for a quick 15-minute call this week?”
KISS Pitch Template
Consider this basic template that you can customise for any client:
Subject Line: [Specific solution] for [Company Name] + [relevant achievement/insight]
Hi [Name],
[HOOK – Choose one formula from above]
[RELEVANCE – 2-3 sentences about their specific situation] I noticed [specific detail about their business/project]. This caught my attention because [reason why you care/relevant experience].
[YOUR STORY – 3-4 sentences] I’m [your title] who specialises in [your niche] for [target market]. [Recent achievement with numbers]. This experience has taught me [relevant insight for their situation].
[PROOF OF VALUE – 3-4 sentences with specific example] For example, [client situation similar to theirs]. I [specific actions you took]. The result? [Measurable outcome with numbers and timeframe].
[WHAT YOU’LL DO FOR THEM – 2-3 sentences] For your [specific project], I would [specific approach/strategy]. Based on my experience with similar projects, I’m confident we could [realistic outcome prediction].
[SOCIAL PROOF – 1-2 sentences] You can see more examples of my work at [portfolio link]. I’ve attached [relevant sample] that shows [specific skill they need].
[EASY NEXT STEP] I’d love to discuss how I can help you [achieve specific goal]. Are you available for a brief call this week to explore how we can [specific outcome]?
Looking forward to connecting, [Your name]
P.S. [Optional: Add a relevant insight, quick tip, or reference to something specific about their business]
Advanced Pitch Strategies
The 24-Hour Rule
Send your pitch within 24 hours of finding the opportunity. It indicates focus and responsiveness, traits any client would value.
The Portfolio Integration
Don’t just attach random samples. In your pitch, write: “I’ve attached a [specific work sample] that shows exactly how I [specific skill they need].”
The Follow-Up Formula
If you don’t hear back in a week, send this:
“Hi [Name],
I wanted to follow up on my proposal about [specific project]. I understand you’re probably reviewing several applications.
Quick question: Is [specific concern/challenge] something you’re thinking about for this project? I have been considering insights that might be of help.
Best, [Your name]”
Quick Pitch Checklist
Before hitting send, ensure your pitch has:
- ✅ Specific subject line mentioning their company
- ✅ Personal greeting (not “Dear Sir/Madam”)
- ✅ Reference to something specific about their business
- ✅ One concrete example with measurable results
- ✅ Clear statement of what you’ll do for them
- ✅ Relevant portfolio sample
- ✅ Specific call-to-action
- ✅ Professional signature with contact info
- ✅ Proofread for typos and clarity
- ✅ Read aloud for flow and logic
Your Next Steps
- Practice with the template: Use the provided template for your next 5 pitches
- Track your results: Note which approaches get the best responses
- Refine your stories: Develop 3-5 go-to success stories for different situations
- Build your research process: Create a checklist for client research
- Follow up consistently: Set reminders to follow up on pitches after one week
Remember, writing great pitches is a skill that improves with practice. Don’t expect perfection from your first attempt. Focus on being helpful, specific, and human in your approach. The best pitches don’t just sell services – they start relationships. Keep it simple, keep it relevant, and keep it rehearsed. Always have your fresh elevator pitch in your back pocket.
