How to make your pitch more effective

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If you're going to be an independent creative, you'll need to get comfortable with the art of selling.

I could spend hours talking about selling (spoiler: I have) but today I want to focus on pitching projects.

Here's one thing we know: you should be hearing no. If you're not being rejected, you're not creating enough opportunities for someone to say "yes" either!*

*Or you're underpricing yourself. But I'm betting on the former.

And when you're being told "no" is important, too.

You want to make your best offer or proposal to your target client in real time.

When you pitch a project in person, the other person has to respond in some way. They can't ignore you the way they can ignore an email or message.

In fact, I recommend you only pitch a project in person, on video, or over the phone.

Let me explain why...

What makes a compelling proposal

Let's pretend that I'm really craving a slice of pizza.

If you knew I really wanted a slice of pizza, you would be in a GREAT position to sell me a slice of pizza.

Me: "Man, I really want some pizza."

You: "I have some pizza here that you'll love, and you can have it for $5."

Me: "Here's my money."

You can make that sale all day because you KNOW my problem, you have a solution, and you presented me with the perfect solution to my problem.

How could I say no to that?

But here's the key: you knew I wanted pizza in that moment.

What if you didn't know that? What if I was craving for a chicken sandwich instead?

Me: "Man, I really want a chicken sandwich."

You: "I have some pizza here that you'll love, and you can have it for $5."

Me: "No thanks. Not what I'm looking for right now."

Seems obvious, right?

We say yes to people who can confidently restate our problem and provide a solution to that problem.

Why cold pitches don't work

So for you to really make that compelling proposal, you need to know my problem.

And not just any problem, you need to know the most important problem(s) on my mind right now.

For most client-based businesses, you can only really know that if you've spoken to me recently – ideally right now, in real time.

Otherwise, your exchange can look like this:

Me (to myself): "Man, right now, all I really want is a slice of pizza."

You (via email): "I provide IT solutions for small businesses, do you want my help?"

Me (reading your email): *Delete email, continue looking for pizza.*

You're taking a real gamble that what you're proposing is actually addressing the problems I'm dealing with right now.

It's not to say I'll never want IT solutions for my small business, but if it's not a priority right now, I'm probably going to ignore you.

AND that was a bad first impression that you can't take back.

You don't need to leave it to chance.

Controlling the environment

Another problem with written pitches is that you can't control when they are read or the way they are received.

People aren't usually excited to check their email or messages. A lot of times we are just trying to delete or "mark as read" as many messages as we can as quickly as possible.

We want to get rid of the noise, and take action quickly if we need to.

So that email you put a ton of time into may be scanned in the 30 seconds between phone calls and tossed aside.

There is just no way for you to ensure that the message is read with the energy and clarity that you want it to be.

Lower your expectations for that initial message.

Don't try to sell your service in the email – just try to get a phone call.

Let me say that again to make it super, super clear:

The goal of your initial message shouldn't be to sell a service. The goal should be to have a real-time, human conversation.

The email should be short and direct. Start with some common ground, let the recipient know why you're reaching out, and ask if they are open to a short phone call to talk about it.

Notice how I'm just opening the door for conversation. I'm not making a hard pitch, I'm not even really giving too many details – I'm giving just enough information for someone to opt in to an initial call.

It's short, easy to read in between meetings, and the only action necessary is to reply and say, "I'm interested in talking more."

It's a pretty low ask – especially if you only ask for 20-30 minutes and give a generous time frame. I'll often ask if they have time, "in the next few weeks."

And to take it a step further, end the email with an "out" for the recipient.

I like to end emails with:

"No pressure or expectation from me, but it would be great to catch up."

By making it easy for someone to opt out of a conversation, they are more likely to want to opt in.

Pitching within conversation

The real pitch comes on the phone call. When you're talking with someone on the phone, that time is not about you.

Spend as much time as possible talking about that person and their problems.

The only way for you to learn what that person is working on and struggling with right now is by asking questions and listening!

When you let the other person talk, they will tell you exactly what is top of mind right now. You surface the problems they need solutions for.

They will tell you that they are looking for the slice of pizza!

And when they do, that's your opportunity to pitch a project.

Follow these steps:

1. Listen and understand their problem
2. Repeat their problem back to them: "So it sounds like you really could use a slice of pizza right now?"
3. If and when they say yes, then you let them know your solution: "Well I could help you with that pizza problem of yours if you want."

It's hard to turn down a solution to the problem they've JUST admitted to having.

Not to mention, by spending the beginning of the call having a conversation, you've begun building a real relationship with this person.

They are more likely to feel like they know, like, and trust you now.

Conclusion

Rejection is a part of running a client-based business. But you want to face rejection after having high-quality conversations.

That means you need to be proposing solutions to problems that a potential client has shared with you in real time.

Don't rely on email or messaging as the medium to pitch your services.

Rarely does anyone sell a project directly from an initial message anyway, so your initial message should serve to create a real-time conversation.

In that conversation, learn about the other person's needs, and if you see an opportunity, pitch a solution to them on the spot.

If they like what they hear, they'll ask you to create and send them a proposal. And THAT proposal will have a much higher likelihood of being accepted, because they're anticipating it.

Was this helpful? Let me know in the comments below.

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Jay Clouse is the creator of Freelancing School, which provides the training and community to help people make a living freelancing. He is also the founder of Unreal Collective, a community for founders, freelancers, and creators that runs a 12-week accelerator program.

Jay hosts Creative Elements, which interviews high-profile creators who have made their own independent living.

You can connect with Jay on Twitter @jayclouse or sign up for his Sunday newsletter for creatives at jayclouse.com.