How I Write Cold Pitches that Get Replies (and Clients)
Love them or hate them: cold pitches are effective.
However, most people treat cold pitching like a numbers game. And in truth, writing cold pitches—and sending them—is a numbers game. The more pitches you send, the higher the chance of a response.
But if you want real results (especially as a freelancer or brand-new startup), you can’t approach cold pitching like it’s spam.
You need to write cold emails that people actually want to open. Plus, a good cold pitch supports both your outbound marketing efforts and, eventually, your inbound strategies.
6 Easy Steps to Write Effective Cold Pitches
I know cold pitching gets a bad rap. Many freelancers or startups have sworn off cold pitching like it’s the biggest waste of time on earth. They’ll tell you that you can market your business in other ways.
Although I understand why cold pitching can be frustrating (and cringeworthy!), it has been one of the quickest ways I have landed new clients.
And for B2B brands, it’s a great way to connect with buyers and build brand awareness quickly.
So, here’s how I write cold pitches that get replies. Steal my framework.
Step 1: Start With Research (Like a Normal Human)
Before I ever send a message, I take 10-15 minutes to research the person, the brand, and their recent activity. I use LinkedIn for this. Because LinkedIn shows who has viewed your profile, it’s not too much of a jump scare when your message lands in someone’s inbox.
They’ve already seen your name. They know you’ve been peeping on their profile. Why not send a messaging introducing yourself?
But don’t be generic. Do your research. Here are the things I’m looking for:
- What they’re building or launching
- What problem I can solve for them
- What content they’ve shared
- What pain points they’re hinting at (hiring, growth, pivots, etc.)
Once you find a few golden nuggets on their profile, reference it in your message.
The best cold pitches don’t feel cold because they’re layered in relevance.
Step 2: Nail the Subject Line
Your subject line is the first (and often only) thing that determines your email’s opening. And let me tell you, I’ve seen a lot of bad subject lines for cold pitches in my own inbox.
I like to keep it simple, specific, and personal. Examples I’ve used:
- Quick idea for your content
- Noticed this on [Brand Name]
- A small pitch (with revenue upside)
- Content support if you’re hiring
The goal is to sound like a human. And less like someone who has copied and pasted the same message to any random email address they could find.
Step 3: Personalize the First Line of Your Cold Pitches
With the subject line out of the way, the next critical piece of real estate is the opening line of the email’s body.
I open with something specific to them. Remember the research stage? This is where it comes in. Open with something about:
- A recent product launch
- A social post you read
- A comment they made on LinkedIn
- A challenge they’ve talked about
- A line from their bio
Here’s an example. I recently sent a cold pitch referencing my lead’s “hill they would die on.” They had mentioned it in their LinkedIn bio. This was a pet peeve I had a great story for, so I included that at the beginning of the email.
This proved I’ve done my homework—and helped earn the right to keep their attention.
Step 4: Get to the Point Fast
Nobody needs a novel in their inbox. If it’s too long, your recipient will not read it.
After the opening, I get straight to the pitch:
- Who I am
- What I do
- Why I’m reaching out
- The result I think I can help them get
Example:
“I’m a content strategist who’s worked with brands like HubSpot, Cognism, and Submagic to build content engines that drive growth. Based on where you’re headed, I think I could help you [specific outcome].”
If I’m feeling extra cringeworthy, I lead that with an apology for landing in their inbox uninvited. But I always mention ways I can help them reach their business goals.
And be specific with that. Sure, you might not know which goal your lead is focusing on right now, but you can give them ideas.
Back up your claims with tangible results if you have them.
Example:
“I can help you gain new leads with audience-specific lead magnets. A lead magnet I wrote for HubSpot boosts a 49% conversion rate.” (Yup, that’s true!)
Brag a little. It’s okay to make them want you.
Step 5: Make It Easy to Say Yes
This is a critical piece of your cold pitch: make it easy to say yes. I close with one clear, low-pressure CTA. Usually:
“Would you be open to a quick call to see if there’s a fit?”
or
“If now’s not the right time, happy to stay connected.”
The goal is to remove as much friction as possible. Give them an easy out, but an even easier way to say yes.
Step 6: Follow Up to your Cold Pitches (Without Being Annoying)
I’ve heard it said time and time again, “The money is in the follow-up.” Most replies happen after a follow-up or two. My follow-up rule:
- Follow up 4-5 days later
- Reference the original email
- Keep it light and polite
Example:
“Just floating this back to the top of your inbox. If you’re open to a quick chat, happy to find time.”
Nothing fancy. The follow-up is just a low-pressure lift to get your ask back to the top of the inbox for visibility.
Cold Pitching: Less Luck, More Relevance
The reason most cold pitches fail is because they’re written for the sender’s goals, not the recipient’s.
You will dramatically increase your reply rates when you focus on:
- Relevance
- Personalization
- Clear value
- Low-pressure asks
Again, I get it. Cold pitching is either take it or leave it. But when done correctly, it can be a huge growth driver for your business. It’s one of the fastest ways to get in front of prospects who need your product or service.
Need help building a cold pitching system that actually lands clients? Let’s build one together. Email cassie@cassieclarkmarketing.com to get started.
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