The Ultimate Cold Pitching Template (Including Examples)

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Last week I shared with you four reasons why we should all start cold pitching. This week I want to show you how!

As I mentioned, I get more and more cold pitches all of the time. And they’re terrible!

I don’t want you to make the same mistakes they are, so I’m going to show you a real one I received and how I tweaked it (I actually sent her it as a reply).

Lastly, one of my coaching clients, Abby and I came up with a great pitching template I’ll also share with you (and you have our permission to use). Ready?

A Bad Example (I Actually Got Emailed This)

I’m Jane Doe , content writer for a website link. This email is to let you know that your site was referenced by some authoritative sites.
I noticed that you’re accepting guest authors on, I would like to contribute and share my expertise and insights about SEO articles to your readers.
Here are the topics I would like to write:
Topic One Title about SEO
Topic Two Title about SEO
Topic Three Title about SEO
Company website url again.
All contents will be originally written by me. Please let me know if this works for you or if you have any suggested topics you want me to cover?
Thank you so much and I look forward to hearing from you soon.
Kind regards, (no signature)”


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How I Improved It

“Hey Gina,
My name is Jane Doe and I just wanted to reach out to say what a cool website/blog you have. It’s evident that you’ve been doing a lot of work to add actionable/valuable content for freelancers. This article on how you struggle too really resonated with me! I tend to get overwhelmed a lot too!
I noticed that you’ve accepted guest posts in the past. I’d love the opportunity to contribute if you are and it makes sense.
I’m a content writer for Company Website and think your readers could benefit from some of my expertise and insights. Here are 3 article ideas that came to mind:
  1. Topic One Title. Then give a 2-3 sentence description of what the proposed article would be about/teach the reader.
  2. Topic Two Title? Then give a 2-3 sentence description of what the proposed article would be about/teach the reader.
  3. Topic Three Title. Then give a 2-3 sentence description of what the proposed article would be about/teach the reader.
Of course, all content will be originally written by me. Will one of the above fit Horkey HandBook? Or do you have any other suggested topics you’d want me to cover?
Hit reply if you want to continue the conversation, 


Notice the Difference?

The first one wasn’t personalized. It didn’t indicate that she’d been to my website before. It also seemed that she was just looking for an opportunity to post for her company’s benefit, not her own. None of those jive well.

Instead, she should have looked at my site. She should have poked around enough to see something that she could compliment me on (compliments go a LONG WAY). This wouldn’t have taken more than five minutes either!

Again, I sent this to the gal that cold pitched me. I just felt prompted to help. Luckily for me, my good deed turned into blog fodder (I’ve taken out her personal details and blog post ideas).

Want 3 more cold pitching templates up boost your writing biz?

I’ll show you exactly how to pitch 1) An active blog that accepts guest posts 2) One that’s unclear if they do and 3) Another where the blog is a content graveyard.

Click here to get ’em now!

A Real Life Example

As I mentioned, I love pitching. It’s weird, but since I like writing, it’s not that weird. I offer a free pitch review as a part of my course, because I think it’s such an important part of succeeding and/or getting noticed by clients.

It’s also something I work on with my coaching clients. Here’s one Abby and I recently worked up that she’s sending out to prospects.

“Hi $Name,

I came across your website today and noticed you don’t have a blog. Did you know that blogging can introduce you to new prospects and increase the loyalty of your current clients?

Why should you care?

  1. Blogging can help grow your business exponentially
  2. Small businesses with blogs generate 126% more leads than those that don’t have a blog
  3. Companies that blog have 55% more website visitors

Who am I?

I’m Abby, a dental hygienist in the Minneapolis area – located not far from your office. I’m also a professional blogger and would love to help you get started blogging for your business. 

I have two great ideas that we could started with ASAP. Hit reply if you want to continue the conversation,

~Abby Ambrose

P.S. Want a sample of my writing style and skills? Click Here!

A Few Takeaways

  • We niched in on people without blogs (but you could also focus on those that have inactive blogs).
  • We provided data to backup our claim.
  • It’s formatted well and is as short as can be, while also hopefully peaking interest.
  • Abby introduces herself and adds that she’s local to make an immediate connection and humanize herself.
  • She states that she has some ideas, but doesn’t give them away. This way they can’t steal them and write the posts themselves. You can also pitch multiple people this same way and not worry about two people choosing the same topics to get started with.
  • She ends with a soft call-to-action (“hit reply to continue the conversation”).
  • She adds a link to her samples via a PS.

In Conclusion

Cold pitching is a great way to connect with prospects. It’s as easy as locating companies in your niche and sending them a personalized, yet templated email.

If doing a Google search seems overwhelming, just start local. Plug in “[Niche] Companies in [Your City]” and see what pops up.

Make sure to do a little research on each prospect first. Open your exchange with a compliment or two, that indicates you’ve taken the time to learn about them. Explain why you’re a fit and what you can do for them. Then end was a soft CTA to “continue to conversation.”

No hard sell. No picking apart what they’re not doing right. Instead, just offering to help. Who doesn’t want more business? That’s what blogging can create (if done right).

What do you think? What are your takeaways?

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Photo Credit: nelly volkovich via Unsplash

25 thoughts on “The Ultimate Cold Pitching Template (Including Examples)”

  1. Hi Gina,

    Thanks for the templates. I’ll be sure to bookmark this post for future reference. I’m at fault, though, for not pitching lately. Grr…not enough time I tell ya! Oh, and with the weather warming up, who can pass up a park outing with the kids?


    • Give yourself a break – especially if you have enough work:-). And take advantage with the nice weather. I know how rare it is for where you live too!

  2. That was an excellent article Gina, thank you! I actually haven’t done any pitching yet as I got a little too comfy with the clients I have and my regular part time day job. I realize though it’s time to start pitching because I want to leave my day job. This post helped me tremendously!! Thank you again!

  3. More great ideas Gina! Like anything, pitching can only get easier with practice. Worst case scenario is, they ignore your email or say no. In the big scheme of things, that’s nothing to worry about.

    What I’m trying to work on is reframing how I view pitching in general. Instead of seeing them as potential rejections, look at each pitch sent as being one step closer to a new client.

    • Daryn,

      I like your perspective; “Worst case scenario is, they ignore your email or say no. In the big scheme of things, that’s nothing to worry about.”

      They can’t even say no if I don’t pitch, right? Good motivation to keep going.

  4. Hi Gina…have I ever told you I love what you did with your hair?

    *Bats eyelids and waits for million dollar gig*

    By the way I’m pretty sure I got the same exact request…twice! From two different people!

    To me, pitching is really about building that connection. Another random email in my inbox? Delete.

    A thoughtful email showing how they can build value for me, why they chose me SPECIFICALLY and that shows that they’re actually interested in me/my business?

    That’s a different story all together! A little effort can go a long way.

  5. I’ve loved these cold pitching articles! I have yet to do it myself, but after seeing an example of what NOT to do, I’m feeling more confident that I can do a lot better than that 🙂 Thanks for the tips!

  6. I’m just about mustering up the courage to start cold-pitching properly, so this article has come at just the right time for me! It’s so brilliantly simple.

    I would also add how important it is to follow up. I’ve had so many instances where my first email was overlooked/ignored/deleted, but then when I followed up, the potential client replied with a short apology for missing the first email and then proceeded to show genuine interest in my service.

    So, moral of the story is: don’t give up if you don’t get a reply the first time around!

    Thanks so much again!


  7. This is the most important lesson I have learnt in a while…I have been doing it wrong since I started out. Time to pitch right and smart…
    Thank-you Gina

  8. Good advice about pitching. It’s natural starting out that the return ratio will be nominal, but it gets to be fun after a while knowing that learning the right format for pitch letters, then scatterblasting unsuspecting prospects in the knowledge that I’m making the effort. Thanks.
    I also followed your advice about shaving the numbers off the end of a WordPress permalink.

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