The Anatomy of a Great Cold Pitch (with Examples)

The Copywriter Column #203

I've been on both sides of the cold pitch email.

For nearly a decade, I sat where you might be sitting now—fingers hovering over the keyboard, scrutinizing every word, wondering if this email will finally land you that dream client.

Now, as Director of Copy at a growth marketing agency, I'm the one receiving those pitches. Every week, my inbox and DMs fill with freelancers hoping to catch my attention.

Some succeed, some don’t—so what separates the emails I respond to from the ones I delete?

Let me break it down.

Context Matters (Do Your Homework First)

Before I dive into what works, please understand that my advice is specific to my situation—a hiring manager at a growth marketing agency looking for copywriters.

What catches my eye might not work for someone at a Fortune 500 corporation or an in-house marketing department.

So, the first rule of cold pitching: know who you're pitching to.

Research the company, understand their work—even the hiring manager themselves!—and tailor your approach accordingly.

The Immediate Cold Pitch Turn-Offs (AKA What Not to Do)

Let's start with what will guarantee your email gets a guaranteed eye-roll—well, at least in my view. Because anytime I get a cold pitch that does one of these things, I audibly groan and delete it.

1. Gimmicky Templates

I can spot a cold pitch “template” from a mile away.

Those "Hey {First Name}! I loved your recent post about {Topic}" emails where they've clearly forgotten to fill in/change the variables? Instant delete. Or this particular template that’s become the bane of my existence? No, thanks.

Look, there’s nothing wrong with using a framework to guide the content of your pitch. There is something wrong when it’s obvious it’s not unique.

And if you’re a copywriter hoping to get my attention, using a template you bought from some stranger on the internet isn’t a way to endear me to your writing ability.

2. The Bait and Switch

Don't pretend your email is about something else to trick me into opening it. Starting with "Quick question about your recent work" only to launch into your sales pitch feels manipulative.

I’ve also had people start conversations with me, carry them on for weeks, only then to pitch me for work. And then when I tell them no, they get offended.

Not a good look, pal.

3. Unearned Confidence

There's a fine line between confidence and cockiness. Phrases like "I'm the best copywriter you'll ever hire" without evidence to back it up come across as naive at best, delusional at worst.

True confidence lets the evidence speak for itself.

(This is not true of Daniel Throssell, who is, in fact, Australia’s best copywriter.)

4. Making Me Work For It

If I have to dig through your email (or worse, click through multiple links) just to figure out if you're qualified, you've already lost me. Don't hide your proven experience or make me work to understand the value you can add to my team.

For example, don’t ask me if I want to see your portfolio—just send it to me in the first place!

The 5-Point Cold Pitch Checklist

Now that you know what not to do, let’s talk about what you should do when putting together a great cold pitch.

Here's your checklist:

1. Lead With Your Reason for Being Here

Cut to the chase. Tell me immediately who you are and why you're emailing. Something like: "I'm a conversion copywriter with 5 years of experience in the DTC space, and I'm reaching out because I’m looking for additional freelance opportunities."

2. Tell Me Why You're a Great Fit

Show me you understand what our agency does and how your specific skills align with our needs. Mention relevant experience or projects similar to ones we work on.

For example: "Having written campaigns and flows for brands like X and Y that increased conversion rates by 40% MoM, I'm confident I could deliver similar results for your clients."

3. Share Social Proof + Testimonials

Include 1-2 brief testimonials from past clients or measurable results you've achieved. Nothing speaks louder than concrete evidence of your capabilities. Keep it short but impactful. Even name-dropping the notable brands, teams, or agencies you’ve worked with can suffice.

4. Link to Your Portfolio

Make it ridiculously easy for me to see your work.

Include a direct link to your portfolio or attach 2-3 relevant samples to your pitch. If you have specialty areas that align with our clients' verticals, highlight those specifically.

Every hiring manager is different, but when I’m hiring copywriters, especially for more experienced roles, I prefer to see designed work vs. undesigned work. So build your portfolio accordingly.

(👉 If you want me to do a whole post on how to build a good portfolio, drop a comment below.)

5. Make It Irresistible for Me to Respond

End with a clear, specific call to action that makes it easy for me to take the next step. Don't ask for a job outright—instead, ask if I think you’d be a good fit or how I think you might help with specific projects or challenges we have.

Bonus points if you don’t sound desperate.

Examples of Good Cold Pitches

I thought it would be helpful to share some cold pitches I’ve received in the past few months—ones that grabbed my attention or at least got a response. I’ll explain more in the caption of each.

Caveat: these don’t all follow the “checklist” from above and not all were specifically for opportunities with me.

Karthik Lakkimsetty (Cold DM)

Karthik reached out to me hoping to work with our team at Homestead as an email copywriter. His pitch caught my eye for obvious reasons: he incorporated the core principles I teach in The Minimalist Copywriter’s Playbook.

Not only that, Karthik has followed me on LinkedIn for some time and knows the nuances of what I do and don’t like in cold pitches.

Unfortunately for Karthik, it didn’t result in an opportunity at this time, but it opened a dialogue with me that’s still ongoing.

Matt Roseti (Cold DM)

Matt reached out to me responding to this post of mine on LinkedIn. Notice how this wasn’t templated? But he got my attention in less than one sentence, told me why he was in my DMs, qualified himself, linked to his portfolio, and then clearly put the ball in my court.

This was an AWESOME pitch.

Kriti Dugar (Cold DM)

Kriti has also been following me on LinkedIn for quite some time. She sent this after this post blew up, which is why her first paragraph snagged my attention.

But like Matt’s pitch above, Kriti got straight to the point, qualified herself, linked to (a great) portfolio, and then put the ball in my court.

It didn’t result in work, but she made it to my short-list of qualified freelancers to share with friends.

Haley Walden (Cold DM)

Haley gets the award for some of the best follow up messages while chasing down an opportunity (not pictured here). Like Matt Roseti above, she was responding to this post on LinkedIn.

I love how she led with sympathy for me (ha!) and then framed her pitch as “checking all the boxes” for what I was looking for in my post. She made it on the short list I sent to a friend seeking a freelancer.

Louis Tod (Cold DM)

Your cold pitches don’t have to be complicated and Louis Tod’s dead-simple message proves it. He got straight to the point, which saved both his time and mine.

Greg Gagnon (Cold Email Snippet)

I wish I could share this entire email from Greg Gagnon. It is long but it is so good. Greg ended up in my inbox (by referral) looking for a junior copywriting role (we weren’t hiring for it at the time).

But his entire pitch was genuine and heartfelt. He also linked to his portfolio and a Loom video where he walked me through his skillsets in more detail.

Was it a time commitment on my part? Yes. But he kept me hooked the entire time, which tells me a lot about his writing ability and potential.

The Bottom Line

The best cold pitches show respect for your recipient's time and intelligence. They're concise, personalized, and focused on the value you bring to the table—not just what you want to get out of the relationship.

Remember: behind every inbox is a human being with limited time and attention. Make your pitch count by making it relevant, evidence-based, and easy to respond to.

I mean, if you’re a conversion copywriter, this is your moment to put you skills to the test!

And if you're staring at your screen right now, palms sweaty, second-guessing every word of your pitch—I see you. I've been there. Take a deep breath, review this checklist one more time, and hit send.

Sometimes the best pitch is the one you actually send.

And if you want more content like this in your inbox, click the button below!

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Podcast Interview:
Landing a “Real Job” with Matt Snyder

Recently, I appeared on The Copywriter Club podcast with Rob Marsh and shared more details about what I look for in candidates when hiring.

🎧 You can listen here.

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