How to Write a Pitch: 9 Steps to Success in 2025

To write a pitch effectively, start by understanding your audience and tailoring your message to their needs. Begin with a strong hook to grab attention. Then clearly outline your proposal, highlighting unique selling points and benefits. Use concise language and back up claims with data or testimonials. Ensure your pitch is well-structured, with a clear call to action at the end. Regularly update your pitch based on feedback and industry trends to stay relevant. By mastering these steps, you can increase your chances of securing more clients and advancing your career in 2025.

Many freelancers struggle to create winning templates such as:

• proposal templates
• quotations
• scope of work templates

Learning how to pitch an article (or anything, really) is an essential skill all freelancers need to develop, whether it’s a cold email pitch, connecting on LinkedIn, or writing a pitch letter to a major publication.

Read on to discover how to write a pitch effectively, so you can win more clients, and advance your career.

Why freelancers should use a pitch letter

Why is a marketing pitch needed when you’re busy with one-time clients?

Here’s the thing:

No writer wants to be stuck on job boards for their entire career.

Many of the authorities like TechCrunch and Forbes don’t need to look for writers -- you must go to them. But if you’re going to get their attention, you need to learn how to write a good pitch first.

Instead of pitching for peanuts on job boards, you can master the art of the email pitch to new clients to land writing jobs that pay the big bucks.

When to write a pitch letter?

Alison Palmer, the owner of Journohub, asserts that there is great value in the timing of your pitch. By tying your article to a hot topic currently in the news, your pitch will be more enticing to would-be editors.

Palmer explains that your pitch “needs to feel fresh, current, and important it's shared now."

By keeping your ear close to the ground, you can learn how to write a pitch for a job at the perfect time, offering editors the chance to publish an original article that will trend well.

And if you want to take your pitch game one step further, you can sign up for a free trial of Bonsai to see how the powerful proposal feature helps you take your email pitches to the next level.

What is a pitch?

Defining a pitch in business and freelancing

A pitch is a concise presentation of your idea, product, or service aimed at persuading someone to take action. In freelancing and small business, it often means convincing a potential client or investor to choose your offer. The goal is to clearly communicate value and spark interest within a short time frame.

For example, a freelancer might pitch their graphic design services by highlighting past successful projects and how they can solve the client’s specific problem. This differs from a full proposal because a pitch is usually brief and focused on grabbing attention quickly.

Understanding what a pitch is helps you tailor your message effectively. Keep it clear, focused, and client-centered to increase your chances of success in competitive markets.

Why pitches are essential for freelancers and small businesses

Pitches are essential because they open doors to new opportunities. Whether you’re applying for a freelance gig on platforms like Upwork or seeking funding, a strong pitch can set you apart. It acts as your first impression and often determines if the conversation moves forward.

In 2024, with thousands of freelancers competing globally, a clear and compelling pitch can increase your response rate by up to 30%, according to recent Upwork data. Small businesses also use pitches to secure partnerships or client contracts, making it a versatile tool across industries.

To leverage pitches effectively, focus on addressing the client’s needs and demonstrating how your solution stands out. This strategic approach helps you build trust and credibility quickly.

Key elements that make a pitch effective

An effective pitch includes three key parts: a clear problem statement, your unique solution, and a call to action. Start by identifying the client’s pain point. Then explain how your skills or product solve it better than competitors. Finally, guide the listener on what to do next, such as scheduling a call or reviewing your portfolio.

For instance, a freelance writer pitching to a marketing agency might say, “I help increase your blog traffic by creating SEO-optimized content tailored to your audience. Let’s discuss how I can boost your engagement this quarter.” This approach is direct and actionable.

Remember to keep your pitch under two minutes when spoken or one paragraph when written. Practice refining your message to be clear and compelling, and always customize it for each potential client or opportunity.

Tips for writing a pitch

remain focused on your main message

Staying focused on your main message is essential when writing a pitch. Start by clearly defining the problem you solve or the value you offer. Avoid including unrelated details that can distract your audience from understanding your core idea.

For example, if you're pitching a freelance graphic design service, emphasize how your designs increase client engagement rather than listing every software you know. Keeping your pitch concise and targeted helps maintain the listener's attention and makes your message memorable.

To stay focused, outline your pitch before writing it and review each sentence for relevance. This practice ensures that every part of your pitch supports your main point, making it more persuasive and easier to follow.

prepare detailed information to support your pitch

Being prepared with detailed information strengthens your pitch and builds credibility. Anticipate questions about your skills, experience, or pricing. Have clear answers ready. Including specific examples or metrics makes your pitch more convincing.

For instance, if you offer social media marketing, mention how you increased a past client’s followers by 30% within three months using targeted campaigns. Use tools like HelloBonsai to organize project data and client testimonials that back up your claims.

Gathering these details beforehand allows you to respond confidently during follow-ups or meetings, increasing your chances of winning the project or client.

perfect your elevator pitch for quick introductions

An elevator pitch is a brief, compelling summary of your service that you can deliver in about 30 seconds. Perfecting this pitch helps you make a strong first impression in networking events or cold outreach.

Focus on clearly stating who you are, what you do, and the benefit you provide. For example, “I’m a freelance web developer who builds fast, mobile-friendly websites that increase online sales.” Practice your pitch aloud and refine it until it sounds natural and confident.

Use your elevator pitch as a foundation for longer proposals, ensuring consistency in how you present yourself across different platforms and conversations.

research your audience and industry before pitching

Researching your audience and industry is crucial to tailor your pitch effectively. Understanding the client’s business challenges and industry trends allows you to highlight how your service meets their specific needs.

For example, if you’re pitching to a startup in the health tech sector, mention your familiarity with HIPAA compliance or recent digital health trends. Use resources like LinkedIn, industry blogs, and company websites to gather relevant insights.

Customizing your pitch based on this research demonstrates professionalism and increases your chances of resonating with potential clients.

How to write a pitch in 9 steps

Whether you’re a lifestyle blogger sending an email pitch to new clients, or you’re learning how to write a business pitch for a bigger project, the process is pretty much the same.

Follow the nine steps below to craft an irresistible pitch letter:

1. Don’t undersell yourself

Before you pitch any publication, find out what they pay their writers. When your initial freelance proposal turns into a job, get a freelance contract to protect yourself.

Leaving low-paying job boards and penny-pinching clients behind shows you’re making a conscious decision to become a respected professional who gets paid your worth.

2. Know who you’re pitching

“Dear hiring manager” is not a great start to any pitch.

By going the extra mile to dig around on LinkedIn or Twitter, you can find the right person (and their email address). Then, you can contact them directly and add a little personalization that will go a long way.

Hal Humphreys from Pursuit magazine explains that “it’s about seeding real relationships. It requires time and calculation. It can even seem a bit creepy at times.”

3. Know your audience

You must tell editors these key points:

• What your story is about
• Why it matters to their audience
• Your credentials or expertise
• How you can provide exclusive content or interviews

• Why is your article perfect for their audience?
• How will it engage them?
• What problem will it solve?

With that in mind, forget about sending the same pitch to a dozen publications -- each pitch must be tailored to your target. Know the publication, and focus on one category within it to write a pitch that will resonate with the audience.

Write an engaging subject line

AWeber reports that 47% of email recipients open emails based on the subject line alone. In a crowded email inbox, your subject line must stand out. If it doesn’t, all the hard work on your pitch goes to waste.

Interestingly though, SEO guru Brian Dean cautions against giving too much away in your subject line. He believes shorter subject lines stir up curiosity.

Start with a hook

Editors are busy people. They get hundreds of pitches each week, so you have to know how to write a pitch that captivates them from the first line or else it’s going in the trash.

Cut to the chase by briefly highlighting your knowledge or relationship with the publication, then dive in with the suggested headline and angle. Make sure it’s benefit-driven, focused on the big takeaway for their readers.

Pitch a story with substance

Don't be vague. Pitching topics or generic ideas is unlikely to get you anywhere. You must present a genuine story that people will want to read. Frame your story with tension, drama, or mystery to excite editors about the prospect of publishing the piece.

Also, show that you’re serious about the idea by concisely explaining the methodology you will use. Letting editors know you have a plan of action adds substance to your pitch.

7. Brevity is best

While an email pitch can run into several paragraphs, it should never be long-winded. Think of it as an elevator pitch - only say what's needed, and leave them curious for more.

Here are the essential details:

1. Potential headline - even if it changes before publishing, have a catchy headline now.
2. The angle - it should be original and unique.
3. The why - explain why this story needs to be told, and what readers will gain from it.

8. Be relevant

While you should never lead with your bio, make sure to add a little bit about yourself at the end. In any case, they’ll have no trouble researching you online, so your portfolio site and LinkedIn should be polished to impress.

In any case, you should add links in your pitch to samples of your work - make sure they are relevant and recent. If it's a pitch for an innovative tech company, don't include links to your travel blog from five years ago.

9. Be ready

Pitching is a numbers game. You may write hundreds of pitches before your proposals lead to contracts, but when the big day comes, you should be ready. Don't pitch complex articles or investigative pitches that you can't deliver.

Pitch examples to avoid and emulate

When you’re learning how to write a pitch, it’s inevitable that’ll you make some mistakes, and churn out some pretty bad pitches.

Jorden Roper of Creative Revolt outlines some bad examples of pitches that many early-career freelancers send, including:

• The wall of text - Huge chunks of text that ramble on will quickly deter readers.
• The copy-and-pasted pitch - Shows you don’t care by sending generic pitches that don’t address the publication, audience, or categories with any degree of personalization.
• The non-writer - Highlights your glaring lack of experience and uncertainty about your ability.

Now, with the guidelines from the previous section, let’s take a look at this pitch from Anna Goldfarb.

This pitch does four things incredibly well:

1. It explains the idea clearly and concisely.
2. It demonstrates that Anna knows the publication and the audience.
3. It shows she has a story and a methodology.
4. The pitch has links to relevant clips of her work.

By keeping it simple, Anna created a pitch with zero fluff. Everything owns its place in the pitch. Unsurprisingly, it got accepted, and Anna has since become a regular New York Times contributor.

Wrap up your pitch

So, now you know how to write a pitch for new freelance clients.

By taking the time to research brands that you want to write for, you can find the right person, and send the right story at the right time.

With these guidelines, you have a solid blueprint that can elevate your career to new heights.

It’s over to you.

And no matter what publication or client you choose to pitch, Bonsai helps you with its integrated suite of features. These include:

• Proposals
• Contracts
• Invoicing
• Time-tracking
• And more

See all of them by yourself today - sign up for a free trial!