One of the things I teach my private coaching clients and students is the elements of a good client pitch. Now, I’m usually working with freelance writers when I’m doing this, but some things transfer across industries.
The reality is I’ve seen a lot of bad pitches. As a popular millennial finance blogger with columns in large publications, I get pitched all the time. The good news is I’ve learned from the mistakes of others in order to create a really good client pitch that gets a lot of traction.
Here’s what you need to know about the different elements of a good client pitch.
Establish your authority from the beginning.
The first step to a good client pitch is to establish your authority up front.
I’ve noticed that as soon as I mention that I’ve written content for The Huffington Post and major banks that I suddenly have people’s attention. Since this was happening in person, I decided to add it to the very beginning of every pitch. Turns out I get the same reaction via email as I do in person.
Before you ask, no, you don’t need a slew of corporate clients or major media mentions to establish your authority. If you’re a writer, just mention who you’ve written for even if it doesn’t seem fancy. The point is for you to establish that you actually have published work.
Show them your best work.
The next step in creating a good client pitch is to show them your best work. In the case of my content marketing business, I usually link to the type of work they are looking for within my email.
For example, if they are looking for content on credit cards than I link to some of the credit card reviews I’ve written for financial companies. If they are looking for pieces on millennials, then I link to pieces of written about millennials.
I want to be clear about something here. You need to make it as easy as possible for your potential client to see your work. That means you must use actual links within your email so they can just click and go. People are busy so the easier the better.
Keep them short.
Keeping in line with the idea that people are busy, a good client pitch is also incredibly short. To give you an idea, unless I’m pitching an entire column or they’ve asked for more information, my pitches are usually two short paragraphs with some links. That’s it.
Don’t be afraid to give them ideas.
I once had someone tell me they were afraid to send editors ideas because they didn’t want anyone to steal them. I thought this was a one-off comment until relatively recently when an editor friend of mine told me that mentality among creatives is actually quite common.
Look, I’ve been pitching editors ideas for years and, at least to my knowledge, no one has ever stolen an idea. The reality is potential clients need to know what they are going to be paying for. Just like you don’t really buy a blouse without trying it on, a potential client may be less inclined to hire you if they don’t know what they’re getting for their money.
Final Thoughts
A good client pitch doesn’t need to be complicated. In fact, the simpler the better. By using these tips you can give potential clients exactly what they need while increasing your chances of getting paid.
How to Write a Good Client Pitch That Wins Work
A good client pitch does one job well: it makes it easy for a busy prospect to say yes. The strongest pitches lead with proof, show relevant work, stay short, and make the next step obvious. Whether you’re a freelance writer, designer, or consultant, the same structure applies — open with credibility, match your samples to what the client actually needs, and close with a clear, low-friction call to action.
Lead with relevant proof, not your life story
Clients skim. Put your most relevant credential or result in the first line, then link directly to two or three samples that mirror the work they’re hiring for. The goal is to let them picture the finished product fast. If you’re still building a client base, our guide on what it takes to get paid covers how to position yourself professionally even early on.
Keep it short and make the next step obvious
Two tight paragraphs and a clear ask usually beat a long, formal proposal. Tell the prospect exactly what you’d like to happen next — a quick call, a sample, or a start date. Freelancers who work on the move can keep pitches flowing from anywhere; see these great places freelancers can work away from home, and consider building visibility through channels like social platforms freelancers can leverage.
Common Client Pitch Mistakes to Avoid
Most weak pitches share a few habits: they bury the value, send generic samples, ramble for too long, or forget to ask for the business. Another big one is going silent — a single polite follow-up often recovers deals that would otherwise stall. Automating reminders can help; for example, see how chatbots can help you get paid and keep conversations moving without manual effort.
Tailor every pitch
Copy-pasting the same message to every prospect is the fastest way to get ignored. Reference the client’s specific project, audience, or pain point, and choose samples that match. For broader guidance on running a small operation, the U.S. Small Business Administration offers free resources, and the Freelancers Union publishes practical advice for independent workers.
Key Takeaways
A good client pitch is short, specific, and easy to act on. Establish authority up front, show work that matches the job, keep it brief, and don’t be afraid to share ideas — then make the next step effortless. Treat pitching as a repeatable system, not a one-off, and your win rate will climb over time.
Frequently Asked Questions
What should a good client pitch include?
A strong pitch includes a quick credibility statement, two or three relevant work samples, a short explanation of how you’d help, and a clear call to action. Keep it focused on the client’s needs rather than a long biography, and make every link easy to click.
How long should a client pitch be?
Shorter is almost always better. For most cold or warm outreach, two concise paragraphs with a few links is plenty. Save the longer, detailed proposal for after the client has expressed interest or specifically asked for more information.
Should I share ideas in my pitch?
Yes. Sharing a relevant idea or two shows the client what they’d be paying for and signals that you understand their goals. Idea theft is rare, and the trust and momentum you build by being generous almost always outweighs the small risk.
