How to Pitch Your Work Successfully As a Freelance Writer

Written by Jane Kenney

Let’s face the big, ugly truth here… freelancing in 2024 is hard. It’s an oversaturated field now, especially as more and more people find themselves working from home post-COVID and wanting a lot more freedom and control over their time. In fact, about 76.4 million people are freelancing now in 2024, which is a whopping 3.1 million difference from 2023. 

And in 2020? That number was just a measly 64.8 million. 

But are you ready for the huge kicker? Experts are predicting that at least 90.1 million Americans will be freelancing by 2028.

So, you could say that freelancing is a big ole’ pool of people doing the same exact thing, fighting it out in survival mode for their chance to claim some work. Thankfully, there are ways to stand out, and one of the hottest ways to do so in this day and age is pitching your work.

If you’ve always gone the route of applying on freelance marketplaces and job boards, it’s time to push that aside and carve out some hours to craft your best cold pitch. Keep on reading for the best tips and strategies on how to pitch your work successfully as a freelance writer. 

Understanding the Freelance Market in 2024

I touched a bit on this already, but understanding the freelance market is one of the best ways to learn how to navigate it and be successful. Forbes calls the industry in 2024 “the freelance revolution,” to give you an idea of how freelancing is viewed across the globe. 

Freelance platform CEOs are excited about 2024, as The Economist suggests they’ll find a huge spike in their core verticals; tech, marketing services, and management consulting. However, this also means a lot more competition for even the seasoned freelance writer (I’m looking at you, Upwork).

Additionally, even the biggest companies and Fortune 500s are integrating freelancers into their workforce. Reports found that Google’s workforce is made up of more freelancers than traditional employees! With that being said, current trends point to more and more freelancers joining in on the tech domain as earnings continue to grow YOY in revenue. 

Source: Flexiple

This is why perfecting your pitch has become more critical now than ever before. The ways that we’ve learned as entry-level freelancers and our passion project niches are no longer in our favor, meaning we now need to level up and learn how to pitch our work successfully in the most profitable industries.

How Do I Pitch Myself As a Freelancer?

In the kaleidoscope of business interactions, the art of pitching stands out as a critical skill. As we’ve discussed, pitching your work is truly an art form. The best way to approach your pitch is to keep everything simplified while highlighting your strengths and touching on how you can help solve a potential client’s problems. 

The Anatomy of a Winning Pitch

A successful pitch doesn't just happen; it’s meticulously constructed and curated based on what client you’re speaking with and all the inner workings of what goes into their work. First and foremost, know your audience. This isn't just about understanding their industry but diving deep into their challenges, goals, and the nuances of their business culture. Tailor your pitch to reflect this understanding, making it as personalized as a bespoke suit.

Next, clearly articulate your value proposition. What sets you apart? Why should they choose you over the cacophony of competitors? This is your solo moment on stage; make it count by highlighting your unique solutions to their specific problems.

Lastly, don't just inform; engage and inspire. Your pitch should not only showcase your writing and what you can do but also kindle a spark of excitement about the possibilities you represent.

Crafting a Compelling Subject Line

The subject line is your pitch's handshake; it's what gets the door to open. Think of it as the title of your autobiography – it needs to be intriguing, evocative, and promise a story worth exploring. Use action words, stir curiosity, or pose a compelling question. Your goal is to make the recipient think, "This I have to see!"

Tips for Tuning into Client Needs

Understanding client needs is akin to being a detective in a mystery novel. Listen actively, ask probing questions, and read between the lines. Your pitch should echo their language, concerns, and aspirations, showing that you're not just offering a service but a partnership toward achieving their vision.

Writing the Pitch

Follow this step-by-step guide to ensure your pitch hits all the right notes for your potential client: 

Introduction: Setting the Stage

Start with a bang! Your opening line should grab attention like a headline in a breaking news story. Think of it as an elevator pitch. A question, a striking statistic, or a bold claim related to the client’s existing work on their website can work wonders. It shows you’ve done your homework and they love that.

For instance, "Did you know that 90% of businesses overlook the simplest way to enhance their online presence?" immediately piques interest. 

Introduce Yourself: 

Briefly, but memorably. Truthfully, the client doesn’t care about where you went to school. They care about how you do your work and how it aligns with what they need. This isn’t just about stating, "I’m a freelance writer." Sprinkle in your passion and uniqueness, like, "I’m a strategic copywriter of 7+ years dedicated to bringing brands to life through compelling narratives." Boom - your client immediately wants to know just how you bring brands to life and potentially how you could do that for them. 

Body: The Heart of Your Message

Here’s where you show you've done your homework. Outline the client’s challenge or opportunity as you see it, using insights from your research, perhaps even from their website. This shows you're not just throwing darts in the dark but aiming with precision.

Present Your Solution: 

Now, introduce your solution. This is your chance to shine by detailing how you can address their needs uniquely and effectively. Use mini freelance writer pitch examples to illustrate your point, such as, "When working with XYZ Company, I crafted a content strategy that increased their web traffic by 200%."

Why You?: 

Highlight your unique selling points. What makes you different from the other freelance writers out there? Maybe it's your experience, your approach, or your understanding of a specific niche. Show off your experience with a link to your writing portfolio website, particularly specific industry-relevant writing samples.

Conclusion: The Clincher

Don’t just leave things hanging. End with a clear, compelling call to action. Invite them to take the next step, whether it’s a meeting, a discovery call, or simply a reply. Make it as easy as possible for them to say “yes.”

Thank You and Sign-Off: 

A simple thank you can go a long way. Acknowledge their time and express genuine enthusiasm about the possibility of working together. Sign off with your name, contact information, and any professional links (online writing portfolio, LinkedIn) that could bolster your pitch.

Now, this sounds like a lot, but I promise you, it’s not—plus, you don’t want it to be a lot. Some of the writing mentors I’ve looked up to for years have always said, “You have 60 seconds to sell a potential client on your services,” and I stand by that still today. You have to simplify your pitch and your message to ensure they are wrapped around your finger and interested from the get-go. 

Tailoring Your Pitch for Different Clients

In the mosaic of the freelance world, understanding that one size does not fit all is paramount. Tailoring your pitch to suit different industries and clients isn't just thoughtful—it's strategic. Here's how to ensure your pitch resonates with a diverse audience, weaving in examples and keywords effortlessly.

Knowing Your Target Audience and Relevant “Hot” Keywords

The first step in customization is understanding who you're talking to. A pitch to a tech startup will look vastly different from one intended for a fashion brand. For the tech startup, you might highlight your expertise in SEO and your knack for translating complex technical concepts into readable, easily digestible content. Keywords like "cutting-edge," "innovation," and "growth hacking" can pepper your pitch to align with their language.

Conversely, for a fashion brand, your pitch might focus on your ability to capture the latest trends and translate them into compelling stories. Words like "trendsetting," "brand storytelling," and "visual narratives" will be your friends here.

Flexibility Is Key

While it's important to showcase your strengths, also express your willingness and ability to adapt to the client's specific needs and preferences. This shows not only versatility but also a collaborative spirit.

Common Pitfalls to Avoid in Pitching

Pitching is an art form fraught with potential missteps that can turn a promising overture into a missed opportunity. Awareness of these pitfalls, paired with strategic avoidance tactics, can elevate your pitching game. Here are the common errors to dodge, enriched with insights from personal experience and relevant keywords for good measure.

Overloading Information

The Pitfall: Bombarding potential clients with too much information can overwhelm rather than impress. 

The Fix: Keep your pitch concise and focused. Highlight your most relevant experience and how it benefits the client. 

Lack of Personalization

The Pitfall: Generic pitches are the equivalent of sending a mass holiday card – it might be nice, but it lacks the warmth of a personalized message. Clients can tell when they're one of many in a shotgun approach.

The Fix: Customize your pitch to each client. Mention specific details about their business or project that caught your eye, and align your solutions to their unique needs. This shows genuine interest and effort. This might seem like a lot of work - and for some, it might be - but it’s worth the payoff. 

Failing to Follow-Up

The Pitfall: Sending your pitch into the void and waiting for a response is a common mistake. Sometimes, pitches get buried under an avalanche of emails, or they might require a nudge to elicit a response.

The Fix: Politely follow up if you haven't heard back in a week or two. A gentle reminder can bring your pitch back to their attention without being pushy.

Ignoring the Client’s Guidelines

The Pitfall: Every now and then, clients provide specific guidelines for submissions. Ignoring these instructions is a quick route to the rejection pile.

The Fix: Read the client’s requirements carefully and adhere to them in your pitch. This demonstrates your attention to detail and respect for their preferences.

How Do You Cold Pitch Freelance Writing?

Elevating your pitch beyond the basics requires a blend of creativity, precision, and strategic follow-up. These advanced strategies can transform your pitches from good to unforgettable.

Leverage Storytelling

Engage your client by weaving a narrative around your services. For example, instead of simply stating your achievements, tell the story of how you helped a client overcome a significant challenge. This approach makes your pitch more relatable and memorable.

Utilize Social Proof

Incorporate testimonials or case studies into your pitch. Highlighting your successes through the voices of satisfied clients adds credibility and trust.

Emphasize Adaptability

Show that you're not just a service provider but a problem solver who can adapt to changing needs. Mention how you've successfully navigated unforeseen challenges in past projects.

The Importance of Follow-Ups

Don’t view follow-ups as mere reminders; see them as opportunities to reinforce your value proposition or offer additional insights into how you can help the client achieve their goals.

Freelance Writer Pitch Examples

Below is an actual freelance writer pitch example that I used to obtain a $60k/yr client (and was provided feedback that the pitch was so unique from others they’d seen, they just had to follow up with me).  

And at the end, I went ahead and included three different testimonials from clients I’ve worked with highlighting how I am to work with, how I was able to bring their vision to life, and a glowing reminder to never hesitate to hire me for the job. 

This pitch might have been longer than I typically like to use, but I was experimenting with different lengths and found this to be the best, in addition to being easily digestible and easy to read. Don’t be afraid to play with different lengths and see what works for you!

The top things that work for me are having a pitch that’s:

  • simple and digestible

  • highlights my biggest accomplishments

  • shows them why they should care about those accomplishments (i.e. how it can help serve them)

Freelance Writer Pitch Template

Using the freelance writer pitch template below along with inspiration from the above example can help you to transform your pitches from generic, mass holiday cards to unique, tailored propositions that clients will love. 

Hi there [client name]! 

I’m reaching out in regards to [role] for [company] that you posted about today on LinkedIn.

My name is [your name] and I've been in the freelance writing space since 2016, based out of [your location]. My work has been featured on [_______] helping to [explain what you did to help them]. Here, you can mention one or two exceptional accomplishments/achievements that align directly with the role you’re applying for.] With this being said, I’d love to contribute to [company] and I have an idea that I know you’re going to love. 

[Begin your introduction with pertinent data, current events, or research findings. For instance, if you're proposing an article on enhancing gut health, mention statistics regarding the prevalence of IBS in the United States or highlight the direct correlation between certain health issues and gut health. This not only demonstrates your expertise but also validates your familiarity with the subject matter.

Encountering a situation where the outlet has already covered tips for boosting gut health? No problem. Propose a supplementary piece focusing on essential supplements scientifically shown to bolster gut health. Reference the existing article within the publication and illustrate how your proposed piece offers additional value. This approach not only shows that you've thoroughly researched their content but also impresses the client with your proactive and thoughtful pitch.]

Let me know your thoughts on this! I’m open to any feedback you have and would love to chat further. Thank you so much!

All the best and chat soon.




Crafting an impactful pitch is both an art and a science, requiring clarity, creativity, and a personalized touch. Remember to keep your pitches concise, tailored, and full of compelling narratives that showcase your unique value. Don't forget the power of follow-ups and the importance of adapting your strategies to meet the evolving needs of your clients.

Let these tips and tricks be your guide to standing out in the crowded field of freelance writing. Apply them diligently, and watch as your pitches transform into doors opening to new opportunities. We encourage you to share your successes and learnings with our community on Substack. Your experiences could inspire and help fellow freelancers navigate their own pitching journeys. 

So, what's your story? Feel free to share in the Substack chat.




What's the key to a strong opening in a pitch?

Begin with a personalized comment that shows you've researched the client, followed by a concise statement of the value you bring. This approach grabs attention and sets a positive tone.

How do I tailor my pitch for different clients?

Customize your pitch by understanding the client's industry, challenges, and goals. Use this insight to align your services with their specific needs, demonstrating your solution's relevance.

How long should my pitch be?

Keep your pitch concise, aiming for a few impactful paragraphs. Every sentence should serve a purpose, either by offering value or driving your main points home.

How do you follow up on a freelance pitch?

Follow up with a polite email one to two weeks after your initial pitch if you haven't received a response. This shows persistence and keeps your proposal top of mind without being pushy.

How should I respond to pitch rejections?

View rejections as learning opportunities. If possible, ask for feedback to improve future pitches. Stay resilient and refine your approach based on any insights gained.

What's the difference between a pitch and a letter of introduction?

A letter of introduction (LOI) is more focused on building a relationship and presenting your general skills, whereas a cold pitch is a more direct proposal tailored to a specific project or opportunity. Learn more about LOIs including examples and templates in this post: The Freelance Writer Letter of Introduction

Jane Kenney is an SEO copywriter & content strategist of 7+ years, transforming brands through the power of writing. She has been able to help a number of brands, big and small, scale their revenue and spearhead their expansion processes by optimizing all forms of content (blogs, email, social, and more). Check out her portfolio here for related projects! And check out her Substack From Passion to Paycheck, a program designed to help freelancers of all kinds get paid work and build their careers.


How can a writer measure the success of their pitch beyond just securing the job, like tracking engagement or feedback from potential clients?

A writer can measure the success of their pitch by tracking engagement levels, such as the number of replies or follow-up questions received, the type of feedback provided, and whether there's interest in further discussion or meetings. Positive engagement, even if it doesn't immediately result in a job, indicates interest and can guide the writer in refining their approach. Monitoring these interactions helps the writer understand how well their pitch resonates with potential clients and identify areas for improvement.

What are some common signs or feedback to look out for that indicate a pitch needs to be revised or improved for future submissions?

Common signs that a pitch needs revision include a lack of response from multiple clients, generic feedback indicating a lack of specific interest, requests for clarity or additional information suggesting the message wasn't clear, or feedback that the pitch doesn't align with the client's current needs. If clients frequently ask for revisions or more details, it might indicate that the pitch isn't effectively communicating its value or relevance. Addressing these areas can significantly improve the pitch's impact for future submissions.

How should a freelance writer handle situations where their pitch is consistently not getting the desired response or engagement from potential clients?

When pitches consistently fail to garner the desired response, it's essential for the writer to reassess their strategy. This might involve seeking feedback from peers or mentors, attending workshops to improve pitching skills, or analyzing industry trends to ensure the pitch aligns with current market demands. Such steps can help the writer adjust their approach and improve their chances of success in future pitches.

Jane Kenney

SEO Copywriter, Content Strategist, Freelance Writing Coach

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