If you’ve gotten this far in freelancing, then bravo! You’re on your way. But there’s one big hurdle before landing your first gig: your pitch or cover letter.

Though it’s called something different depending on where you’re looking for a gig, this is basically the same thing. You’re briefly telling the prospective client a few things:

1. Who you are
2. Why you’re interested in their project/business
3. How you’re qualified for the job

And that’s it. Yes, it’s really that simple. But at the same time…it’s not. When I first jumped into pitching, I had no idea what I was doing. In true “me” fashion, my pitch was way too long and included lots of unnecessary details.

So, what belongs in your pitch and what doesn’t? Let’s take a look at how to build a pitch that works.

1. Introducing yourself

This should be the briefest part of the pitch. It’s great to start by addressing the prospective client by name, if you can, followed by a short introduction. State your name and what you do—that’s all you need!

2. Telling them why you’re interested

This is where the homework comes in. You can’t just send out the same generic pitch to every client; it should be tailored to the job. Here’s where you can showcase that you’ve done your research on the gig or company. Tell them how you fit with their brand, and it’s even better if you “show, don’t tell.” Instead of saying “my writing aligns with your company because…”, tell them where and when you’ve had success with the kind of writing they do.

3. Showing how you’re qualified for the job

If you’re on a freelancing platform, you can refer the client to your profile because it will have all of your qualifications and they should look at it anyway. Otherwise, you can offer links to some relevant writing samples, your portfolio, and/or your strongest works.

Many people suggest not sending attachments with a pitch email because it can get marked as spam. Instead, use links.

Overall, here’s the number one key: be brief. While you should absolutely be yourself, always say things as succinctly as possible. The client reading your pitch is probably busy, and your pitch might be one of several. How do you stand out? Be yourself and let your work speak for itself.

Got questions about freelancing? See my other freelancing posts or drop a comment! I’m always happy to talk. And good luck with those pitches!

Happy writing!
-E.J.

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