How Not to Create a Bad Pitch: Why Copy & Paste Pitches Suck

twine thumbnail: how not to write a bad pitch copy & paste pitches suck

Are your pitches being ignored? Not sure why? There might be one simple reason: you’re making what’s known as a bad pitch.

And what is the quickest way you can turn a good pitch into a bad pitch? By copy and pasting! That’s right! Your potential clients can smell a previously used pitch from a mile off – it just doesn’t feel genuine.

Just because it worked for that project two years ago, doesn’t mean it’s suited to the one you’re pitching for right now.

Relax – don’t get frustrated just yet! We understand the easiness and breeziness of a copied & pasted pitch, but let us show you just why they aren’t as helpful as you once thought…

Put yourself in the clients’ shoes

You may think you’re being clever regurgitating the same pitch every time but think of how it looks to the client. As your pitch won’t be specific to their project, it will just come across as impersonal and dry to whoever reads it! Talk about a turn-off…

Think about it: if they’re spending their hard-earned money on high-quality content, then they want to work with someone who’s really committed to giving them the best possible result. They want to hear your own personal take on the project, and the skills you plan to use to deliver what they need. They won’t care about how you’ve mastered the art of gradient-shading if this is a project on outline illustration!

First impressions count, and somebody who’s just rambling off reasons why they think they’re amazing will make the buyer want to run for the hills.

Let’s look at some examples – here are two pitches for the same logo project, posted by a gaming company looking to rebrand:

Would you rather be sent a pitch like A or B?

Pitch A

Hi, I am freelance graphic designer and I can make everything from logos to posters to brochures to websites. My clientele includes a wide range of businesses and organizations, both large and small.I have a B.A in Graphic Design and have been a freelancer for 5 years. I have expertise in Adobe Photoshop and Illustrator and will be able to deliver the logo in PNG and JPEG.

Pitch B

Hey Guys, 

I’ve been looking at your company website and love the concept of what you guys do! I’ve worked with a lot of gaming companies so really understand how important it is to develop the branding so that you’re appealing to the right customer profile.

I have just looked at your website and understand why you say you feel that your current branding doesn’t fit the customer profile you’re now targeting. I think it’s really important to create a logo that increases the customer trust but also doesn’t deviate too much from the strong brand you’ve already created.

If you look at the featured project in my portfolio then you’ll see a logo I created for another gaming company that they were really pleased with. I feel that a similarly geometric, funky and brightly coloured logo will work really well for you. It would be great to hear your thoughts on this and I hope to hear from you so we can chat more about this as I would love to work on this project.

Pitch B is far more likely to interest a buyer than A. Why? Because Pitch B shows that they’ve done their research and know exactly how they’d deliver the project for them. Even if they’re not exactly what the company is looking for, they’ll appreciate the effort put in and might give them feedback on why they weren’t right for this project.

Yes, it will take a bit more time to write pitches like B. But, it’s totally worth it! Copying and pasting the same text, over and over again, just won’t work. It’s about building a relationship, so it’s worth spending more time to craft a really engaging, personalized pitch. Also, if your success rate is higher, then it’s worth spending more time writing pitches to bring in more work.

The 3 main ingrediants of a good pitch:

1. Engage with the buyer.

A pitch is your first interaction with a buyer so you need to engage with them. So do some research on the company or person who put up the project. What do they do and who’s their target audience? If there’s not enough information in the brief then ask public questions.

In this respect, it’s no different from a job interview. Employers want to know that you’ve done your homework on the company and are aware of how you’d bring value and be the best candidate.

How to write a successful research proposal

2. Describe how you’d tackle the project.

The main thing buyers want to know is how you will tackle this project, so give them some suggestions. This doesn’t mean you have to write a long proposal, just give them an idea of how you’d take on the project and why.

Something like paragraph three in Pitch B would be enough:

If you look at the featured project in my portfolio then you’ll see a logo I created for another gaming company that they were really pleased with. I feel that a similarly geometric, funky and brightly coloured logo will work really well for you”.

It just gives the buyer the confidence that you’ll be able to deliver what they want and can interpret their creative vision effectively.

Most importantly, they don’t want a long list of your qualifications or skills because that’s what your bio is for. They are well aware that they can take a look at your portfolio – only a bad pitch will tell them to do this…

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3. Tell the buyer how YOU are the best person for THEM.

Finally, you need to tell the buyer why you’re the best candidate for this specific project. What skills do you have that make you stand out?

For example, it’s a logo for an education company then show them logos you’ve created for education-based companies and show them testimonials to demonstrate your expertise in their industry.

The important thing is not to just list your skills and experiences but pick out relevant ones that you think will matter to them and explain why they make you the best candidate for this project.

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Remember: a pitch isn’t a CV or a resume – it’s a cover letter.

These tips won’t guarantee that you get hired for every job – unfortunately, we don’t have that power. However, if you take these tips on board, you’re far more likely to be successful! Copying and pasting the same preset message over and over again is a one-way ticket to bad pitch city, and you don’t want to be there!

It’s your chance to make an impression, so make it count. A great pitch isn’t enough on its own – you need to make sure you have a great portfolio, showcasing your best work, with a detailed and engaging bio. It’s not easy to be a successful freelancer but it’s sure worth it when you get it right!

a client and freelancer shakings to secure a good pitch

Ready to get hired? At Twine, we have dozens of top-quality jobs being posted each and every day. From design to marketing, development to copywriting – there’s a job ready for your skills. Join the marketplace of creative talent here.


Becca is the Marketing Executive at Twine. She loves literature, music, film and make-up. She spends a lot of time complaining about the mismatched angles of her winged eyeliner and stalking drag queens on Instagram. Otherwise, she’s helping Joe by writing blog posts and keeping Twine’s social media running.