Once you’ve laid the blueprint for your business, the pitching process begins. Whether it’s in-person or a carefully crafted email, you want to stand out in a pool of eager entrepreneurs vying for the opportunity to get more eyes on their product. In most cases, email pitching is more accessible and convenient, so knowing how to write one is paramount. Whether you’re a new business owner starting from scratch or a dedicated blogger with years of experience, master these four tactics before reaching out to the brand on your wishlist. Before you know it, the tables will turn and they’ll be lining up to meet with you first.
Do Your Research
Even if you think you know all there is to know about a brand, research matters. During the BlogHer Biz “Perfect Your Pitch” workshop, influencer Mattie James emphasized how the willingness to research directly correlates to the success of a collaboration. “You have to do the work. If you’re not willing to do the research, then maybe you’re not willing to do the work to execute this partnership.”
BlogHer Biz speaker and Goodpods founder JJ Ramberg also added that you should “research the person you are talking to” because “when you are doing a deal you are doing it with people.” If possible, track down a specific person/name to include in your email greeting, too. This small detail could determine whether your email gets opened or not.
Having a relationship with the person you are pitching to helps make the conversation easier when you are actually pitching them.
Be Clear and Specific
According to James, “a vague ask is going to get you vague results.” That being said, go into your pitch with a clear and concise goal. “Make your email short,” suggests Ramberg. “All you are trying to do is peak their interests so that you can get the next meeting.”
One of the biggest mistakes you can while prepping a pitch is centering yourself. Ramberg suggests putting yourself in the shoes of the person you’re pitching. If you have the opportunity for a video chat or in-person meeting, ask them to share their goals and needs so you can tailor your pitch as a solution. “You won’t exactly know how to pitch them until you really understand what they are looking for,” she added.
Brag About Your Value
To that same point, the value you offer should be easily identified within a pitch focused on the brand‘s needs. And remember that your value goes beyond follower count. Your success isn’t solely based on how many Instagram followers you have. You can also mention past partnerships, skills or products that directly benefit their following or connections to other influencers.
“Pitching is simply leveraging your value,” said James. “Value is usefulness!” Understanding how to articulate your leverage and making sure you’re clear on what value you have to offer is key for a great pitch.
Avoid Copy and Pasting
Though planning ahead is ideal, cold pitching isn’t completely off the table as long as you continue to be professional, concise, and thoughtful. According to James, it’s important that you don’t succumb to copy and pasting email templates. More often than not, this results in messaging that doesn’t have a personal touch.
You also want to avoid having “diarrhea of the mouth,” also known as rambling on an on with no clear objective in mind. “Your first email is the first date. When you get on a first date you don’t say you want to get married. Take a deep breath, let’s see if we can even get through dessert first together!”
Rewatch the second week of BlogHer Biz (above) for more pitching tips and tricks. And if you haven’t already, register below so you don’t miss the last two weeks of our monthlong workshop series dedicated to small business owners.