The Uncomfortable Truth About Failed Pitches

A few months ago, one of my community members, shared a pitch she was particularly proud of. It outlined her decade of experience, her impressive client list, and her extensive qualifications. It was beautifully written. And it wasn't getting any responses.

When I asked her to show me the last email that DID get a response, we spotted the difference immediately: that successful pitch had spent 80% of its space talking about the client's needs, not her credentials.

Today, I'm sharing what we learned about why most pitches fail—and how to write one that actually work over and over.

Stop Talking About Yourself

Your prospects don't care about your impressive background or extensive experience (yet). They care about their problems, their goals, and their business. A winning pitch shows you understand all three.

Think about it this way: If you're looking for someone to remodel your kitchen, do you care more about where the contractor went to school, or about their understanding of your vision and their plan to make it happen? Your prospects feel the same way.

Here's what actually works:

• Start with a personal connection that proves you've done your homework. "I noticed your recent expansion into the European market" hits differently than "I found your website online."
• Focus on solving their specific problem instead of listing your services. "I can help boost your conversion rate by crafting customer success stories" beats "I offer case study writing services."
• Include brief, relevant proof that you can deliver. One solid result beats a laundry list of qualifications or clips.
• End with a clear next step. "Would you be open to a 15-minute call next Tuesday?" is more likely to get a response than "Hope to hear from you soon!"

Do Your Research

Before you write a single word, spend time understanding your prospect. This isn't just about skimming their website—it's about really getting to know their business. Study their website, social presence, and recent projects.

Look for:

• Goals they've mentioned publicly (expansion plans, new product launches, target markets)
• Challenges they're facing (staff turnover, market changes, competitive pressure)
• Gaps where you could add value (outdated content, missing services, underserved markets)

This research serves two purposes: it helps you craft a more relevant pitch, and it gives you the confidence to write with authority about their business.

The Truth About Subject Lines

If your subject line doesn't grab attention, nothing else matters. Your brilliantly crafted pitch will die unread in their inbox. Keep it under 50 characters and make it impossible to ignore.

I'll admit that I suck at subject lines. I use tools (like subjectline.com) to make sure mine are strong enough!

The key is to make your subject line specific enough to be relevant but intriguing enough to warrant opening.

Follow Up but Don't Badger

Most clients don't respond to first emails because they're busy, not because they're not interested. A polite follow-up that adds value often gets the response the first email missed.

The trick is to make each follow-up valuable in its own right. Share an industry insight, a relevant article, or a quick tip they can use regardless of whether they hire you. This positions you as a helpful expert rather than just another vendor seeking their business.

A Simple Follow-Up Template:

"Hi [Name],

I wanted to check in about my previous email and share a quick insight about [specific challenge in their industry]. [One sentence insight they can use right away].

I'd love to discuss how we could apply this approach to [their company name]'s situation. Would you be open to a brief call next week?

Best,
[Your name]"

The Bottom Line

Pitching isn't about perfection—it's about connection. Focus on showing prospects you understand their world and can make it better. Do that consistently, and the responses will follow.

Here's your action plan (your mission if you choose to accept it):

1. Choose three dream clients
2. Spend 30 minutes researching each one
3. Craft personalized pitches focusing on their needs
4. Follow up thoughtfully after 3-5 days
5. Track what works and refine your approach

Remember: Every "no" or non-response brings you closer to understanding what works in your market. The only real failure is giving up before you find your rhythm.