Freelance writing is a great way to make money as a writer. Unfortunately, the market is quite saturated, and so it may take time to build a customer base.
One way freelance writers get customers is by cold pitching to businesses or brands that might need their service.
Here is the issue, though: if you don’t cold-pitch correctly, you won’t get any results. For optimal results, you need to learn cold-pitching tips for freelance writers.
But let me not bore you with all that, and let’s get right to why you are here.
Also Read: Blogging vs Freelance Writing: Which is Best for You?
What is Cold Pitching?
If you are reading this, you probably know what it means to cold-pitch. However, for those who don’t, let’s look at the meaning of cold pitching. Cold Pitching is a proactive marketing strategy where you reach out to potential clients who haven’t actively sought your product or service.
Cold pitching is about reaching out to prospects to introduce your service and product to them and let them know how it can help them.
Freelancers, therefore, use cold pitching to reach out to potential clients who will benefit from their service. So, as a freelancer, you must research the client before pitching to them on how your service would help their business.
Now that we know what cold pitching means, let’s take a look at effective cold pitching strategies for freelance writers.
Cold Pitching Tips for Freelance Writers
1. Research your target thoroughly
This is cold pitching 101 for freelance writers because what are you doing sending a cold pitch without doing your homework?
As I said earlier, this is the first thing to do before sending any emails or messages. You need to know who you are speaking to and understand how you can help them.
So, read the brand’s blog; study their tone, and understand who their audience is. This will help you craft a pitch that can reach them. You should also identify their problem and how you can come in.
When you show that you actually get them, your chances of landing the gig go way up. Editors can spot a lazy, generic pitch from a mile away.
2. Find the right contact person
Pitching to the wrong person is like knocking on a door to an empty room; no one will open it. So, don’t just go to a company page and pitch to anyone you see there. Or to the CEO because you believe they are the highest figure in the company.
The CEO probably doesn’t bother about hiring writers, especially when there is someone in charge of that. So, take the time to find the name and email of the person responsible for content or hiring writers.
Look on the website, LinkedIn, or even past contributor pages.
A personalised email to the right contact puts you ahead of most other cold pitches because it is going to the right person.
3. Use a catchy subject line
Your subject line is your first impression; you need to make it count. Make sure your subject line is clear, specific, and attention-grabbing without being clickbait-y.
For instance, instead of using something generic like “Writing Inquiry”, try something like “Pitch: 3 Wellness Topics for Your Spring Editorial Calendar” or “Freelance Writer Interested in Contributing to [Their Brand].”
The latter helps the recipient immediately understand the purpose of your email and why it’s worth opening.
4. Personalise every pitch
I remember a friend sending me a Christmas message; it was so generic I didn’t feel the need to reply. You may say I should still appreciate being part of the broadcast message, but I just couldn’t connect to it because it felt like I was just part of the statistics.
That’s exactly how most people feel when you send a message that feels like it was blasted to 100 other people.
Although you can have a template you use, you need to personalise it. For example, use the person’s name, mention something you admire about their work, or reference a recent article they published.
This small effort shows respect and makes your pitch feel human and thoughtful. Remember that you’re not just pitching; you’re starting a conversation.
5. Keep it short and focused
People have things to do; leave the long conversations and ramblings for your friends. When sending a pitch, keep your pitch brief, easy to read and straight to the point.
Introduce yourself, explain why you’re reaching out, share a relevant idea and link to your past work, and wrap it up with a call to action.
If your message takes longer than a minute to read, it means you have fluff you need to trim off.
6. Highlight relevant experience
When you’re pitching, don’t just say “I’m a freelance writer.” That’s too vague. Instead, mention what kind of writing you do and who you’ve worked with, especially if it’s related to the brand you’re pitching.
For example, if you specialise in SaaS content and they’re a tech startup, mention it. Businesses will only pay attention to you if you can offer a relevant service. So, make it easy for them to see you as a perfect fit.
7. Show you’ve read their content
One quick way to stand out is to prove that you’ve actually read their blog, newsletter, or magazine.
Mention a piece they recently published and offer your perspective or suggest a follow-up idea. It shows them you’re not just pitching everyone, you’re pitching them.
Editors love working with writers who pay attention and care about the publication’s voice and direction. And they can always tell if you have, so don’t just pretend to have read it; read it.
8. Include writing samples or links
If you don’t include a link to samples, you might as well not have sent the pitch. How will they know you can offer what you promised if they have no reference?
So, don’t make them hunt for your work – you will be hard pressed to find any that would anyway. Most people will trash your pitch if you don’t.
That’s why you need to include 2–3 relevant links to your best writing samples. Bonus points if they match the niche or style of the brand.
Use clean hyperlinks and don’t use attachments unless they ask. If you’ve written for a recognisable publication or client, mention it. Do all you can to make it as easy for them to say “yes.”
9. Pitch a specific idea or angle
Yes, you can say, “I’d love to write for you”. But while it is polite, it is not very helpful. You need to let them know your angle; what exactly do you want to write?
Editors are busy; they don’t have time to figure it out for you. You need to pitch a clear idea, title, or content angle that fits their platform.
Not only does it show initiative, but it also gives them something to consider right away.
10. Mention mutual connections (if any)
If someone referred you or if you have a mutual contact, don’t be shy; mention it early in your pitch. It gives your pitch more weight. You may not like nepotism, but mentioning the right name will give you a fighting chance. That’s just how it works in our world.
So, if you have a connection that can increase your chances of being considered, mention it. A quick “Jane Doe suggested I reach out” can build instant trust and credibility.
Even if it’s a loose connection, it immediately adds a sense of familiarity. People are more likely to open the door when they think someone they know is knocking.
Also Read: How to Stay Productive as a Freelance Writer
11. Use a professional but friendly tone
Wondering how to write a freelance pitch? Be human.
I understand that you want to sound professional; that’s nice, but your pitch shouldn’t sound like a robot wrote it. Make sure it is also conversational and warm.
If you are struggling with the right tone, think of how you’d talk to someone at a networking event – you’d likely be confident, polite, and yet personable.
Avoid stiff phrases like “To whom it may concern.” This is why you need to find the right person to pitch to and mention them by name.
In addition to that, write like a real human who’s excited to work with them.
12. Avoid generic templates
When you go online and type “cold pitching templates for freelance writers”, you are likely to find many entries. At the end of this post, I also added cold pitching examples that you can use.
However, the idea is not to use the same pitch for every prospect. Trust me, editors and clients can tell when you’re just changing the name at the top.
Like I said, you can use a framework, sure, but make sure to customise the message for each recipient. Before sending, do some research and tailor your pitch to their brand and audience, so you can increase your chances of getting a response.
13. Focus on how you can add value
Nobody will give you a job if they are not convinced you can help them. You must show them what you bring to the table.
Is it traffic-boosting blog posts, audience-friendly email copy, or engaging social media content? Make it about them and how your skills solve their problems.
14. Proofread before sending
Remember you are sending a writing pitch, so typos are a huge no-no. You cannot convince an editor or a head of content that you should be considered when your work is full of errors.
So, always double-check your message before hitting send. Read it out loud and also run it through Grammarly.
Better yet, come back to it after a break and give it fresh eyes; you will definitely find a better way to improve it.
Sloppy pitches make clients wonder what your actual writing will be like. So, don’t give them a reason to doubt you.
15. Follow submission guidelines (if any)
If the company has a “write for us” page or contributor guidelines, ensure you read every word. Some brands are very specific about what they want.
Following instructions shows you’re detail-oriented and respectful.
Conversely, not following their guidelines might make them feel you will be difficult to work with, and your mail will likely end up in the trash folder.
16. Don’t attach files; use links
One of the cold pitching tips for freelance writers that you need to pay attention to is sending links, not attaching files.
In the first place, attachments can trigger spam filters or go unopened, especially if they’re large or in odd formats.
Besides that, sending a document is not a good look.
Instead, use clean and clickable links to your samples; it could be Google Docs, a personal website, or portfolio platform. It keeps your pitch lightweight and easy to engage with.
Plus, editors are more likely to check you out when it’s just a click away.
17. Send pitches during business hours
Timing matters in a cold pitching process. If you want your pitch to be seen, you need to send it at the right time.
And normal business hours are the best times – preferably mid-morning on a weekday – because that’s when people are most likely to check and respond to emails.
Late-night or weekend pitches can get buried under Monday morning chaos. So, you need to catch them when their inbox isn’t flooded and you’ll stand a better chance.
18. Use a professional email signature
End your pitch with a neat, professional email signature. Include your name, title (e.g. “Freelance SAAS Writer”), website or portfolio link, and maybe a LinkedIn profile.
It adds credibility and gives them easy access to more info about you.
19. Track your pitches
This might not apply to you if you don’t pitch often. But if you send a lot of pitches, you should track them.
This doesn’t have to be complicated; you can use a simple spreadsheet to log your pitches. Track who you’ve contacted, when you sent it, what you pitched, and whether they replied.
This keeps you organised and helps you follow up without confusion. For instance, it prevents you from pitching to the same person twice. Plus, you can analyse what’s working and what’s not to improve your results over time.
Remember that cold pitching is a marketing strategy – the emphasis is on strategy; you cannot afford to run it randomly. You must take it as a serious aspect of your business.
20. Follow up after 5 – 7 days
If you haven’t heard back in a week, don’t just assume they’re not interested because people get busy.
Send a polite follow-up email – just one or two lines to check in and push your message back to the top of their inbox.
Many freelance gigs are landed after a follow-up, not on the first try. So, don’t give up after the first try.
Also Read: How to Battle Loneliness as a Freelance Writer
21. Don’t follow up more than twice
There is something to be said for not following up at all, but you should also not overdo it. Persistence is great, but there’s a line.
If you haven’t heard back after two follow-ups, move on. If they were interested, they would have responded after the second follow-up.
The complete silence is sometimes all you need to know they aren’t interested. Instead of still chasing a dead end, keep that energy for your next pitch.
22. Stay consistent with pitching
Cold pitching is a numbers game, and consistency is key. Don’t just send five emails in a burst and stop. Make pitching a part of your weekly routine; even if it’s just a few per week.
Stay consistent, and over time, you’ll build momentum, make connections, and start getting steady replies.
Plus, the more you do it, the better and faster you’ll get at it.
23. Celebrate small wins
Cold pitching can be stressful, especially if you are not getting replies or getting rejected. So, you need all the encouragement you can get.
That’s why one of the cold pitching tips for freelance writers is to celebrate every win. If you landed a reply – even if it’s a “not right now” – celebrate it because it helps you stay motivated.
Moreover, every step forward counts in making progress.
24. Customise pitches for different industries
Different niches have different needs. What works for a fashion blog might not work for a B2B tech company.
Tailor your language, examples, and ideas to fit the industry you’re pitching to. If you’re multi-niche, consider creating basic templates for the different niches that you can adapt to different brands.
Sending an industry-friendly pitch shows you understand their world and can write in the tone their audience expects.
25. Offer to write a guest post first
If a site has never worked with freelancers before, offer to write a guest post. It’s a great way to get one foot in the door, especially with blogs or personal brands.
It gives them a risk-free way to see your work and style. And if they like you, it could lead to paid opportunities down the road.
26. Be confident, not apologetic
Confidence is not just attractive, it also sells. I have seen mediocre writers get opportunities while excellent writers are scraping for crumbs. The difference between both is that the former were confident and so, that convinced others that they would deliver.
If you want to effectively cold-pitch, you need to believe in what you have to offer and let it shine through your pitch.
For instance, don’t start your pitch with “I know I’m just starting out” or “Sorry to bother you.” That already communicates that you are not sure of your own abilities.
Own your skills and experience, even if you’re new. Focus on what you bring to the table, rather than your weakness. Clients want writers who believe in themselves.
If you don’t sound sure you’re a good fit, why should they believe it?
27. Be patient and persistent
Cold pitching is a long game. Sometimes replies take days, weeks, or even months. You need to start, ready to play the long game.
Keep showing up, improving your pitches, and reaching out consistently. Your dream client might not say yes today, but that doesn’t mean they never will.
With patience and persistence, you will soon start getting results.
28. Use social proof – previous publications, testimonials
Social proof builds instant trust. If you’ve written for well-known sites or have glowing testimonials, mention them.
Even something like “My work has appeared in so and so” adds weight to your pitch.
If you’re just starting out, pull quotes from happy clients or editors. It tells prospects that others have worked with you and liked the results.
29. Create a strong online portfolio
A lot of people have portfolios, but it is full of fluff. So, it is not enough to create a portfolio, you need to make sure it is strong. When someone clicks on your website or writing portfolio, they should instantly see your strengths.
Include an “About” section, links to published work, and a way to contact you. And make sure your portfolio is clean, organised, and easy to navigate.
Your portfolio is your silent salesperson; make sure it’s doing a good job representing you when you’re not around.
30. Create a pitch template to save time
Granted, customising your pitch is one of the top cold pitching tips for freelance writers; however, starting from scratch every time will drain your energy fast.
So, the trick is not to write a new pitch every time, but to create a flexible pitch template with key parts you can customise, such as your intro, services, and links. Then tweak it for each recipient.
This way, you’re not starting over every time, but you’re still personalising your message for each pitch.
Also Read: How to Overcome Writer’s Block: 10 Tips
31. Don’t fake familiarity
It’s tempting to say “I loved your latest post” just to sound friendly, but don’t say it unless it’s true. People can tell when you’re being fake, and it kills your credibility.
Be genuine. If you haven’t read anything from them yet, it’s better to take five minutes and actually do it.
Authenticity is always more effective than forced flattery.
32. Offer a fresh idea they haven’t covered
Pitching something they’ve already published won’t impress anyone. And that’s why you need to do your homework so you can see the gaps to cover.
Then suggest a unique angle or topic that adds something new to their content. Even better, tie it into their brand goals or recent themes.
Editors love writers who bring fresh, relevant ideas to the table because they’re looking for value.
33. Subscribe to editorial newsletters
There is no better way to get what editors want than to subscribe to editorial newsletters. Most of them feature freelancing tips, pitches, editor contacts, and submission guidelines.
You can check out Sonia Weiser’s “Opportunities of the Week” bought by Study Hall, or subscribe to “Freelancing with Tim.
Subscribing to these newsletters is like having a cheat sheet – or, like we say in our parlance, AOC (area of concentration) – delivered directly to your inbox.
34. Don’t try to sound overly “salesy”
It is easy to think pitching is sales because it is, in a way, considering you are selling yourself. However, cold pitches aren’t sales letters.
You’re not trying to sell them a vacuum cleaner; you’re offering a service. So, keep your tone natural, clear, and confident. Remember, confident; not boastful or cocky.
Therefore, avoid overhype-y phrases like “game-changing content” or “I guarantee 10x engagement”. Be real and relatable, and let your experience and samples do most of the convincing.
35. Create a “pitch bank” of ideas
Keep a running list of pitch-ready ideas in a notebook or doc. That way, when an opportunity pops up or you discover a new brand to pitch, you already have ideas at your fingertips.
It saves time and keeps your creativity flowing. Plus, some ideas that get rejected by one brand might be perfect for another. Learn to repurpose ideas, don’t let them go to waste.
36. Use a great topic headline
The topic headline is as important as your subject line. So, if you’re pitching an article idea, practice writing strong, clear, and compelling headlines that spark curiosity or promise value.
For instance, headlines that start with “how,” “why,” or specific numbers tend to work better than others because they promise specific value.
You could also research what works based on specific industries because if your headline grabs attention, you’re halfway to getting a yes.
37. Don’t overthink your credentials
You don’t need a journalism degree or a huge client list to pitch successfully. Writing is more about what you can offer than what you studied.
Can you write? And do you have ideas that fit their brand? That’s what your pitch and portfolio should show.
Don’t bother so much about credentials, except, of course, it helps your chances. And don’t be deterred by your lack of a journalism or writing degree.
Focus on what you can offer, like your voice, your niche knowledge, and your ability to meet deadlines; that’s what matters to most editors.
38. Offer to repurpose old content
If a brand already has strong blog posts or case studies, offer to refresh or repurpose them.
You can turn a blog post into a LinkedIn article, a guide into an email series, or outdated content into something new. This shows them you take initiative and can make their job easier.
39. Avoid jargon or overly complex language
One mistake I often see with many amateur writers is that they feel complex language equals excellent writing. But writing doesn’t have to be overly complex to be good. In fact, being able to connect to readers in as simple words as possible might even require more skills.
So, don’t be tempted to be excessively verbose; keep your pitch clear and simple. You don’t need to impress anyone with big words or industry buzzwords. You’re writing to a human, not a robot.
Editors want to work with people who communicate well, and if your pitch is hard to follow, they’ll assume your writing will be too.
40. Always double-check the recipient’s name and role
Don’t make the mistake I did when I wrote someone’s name wrong. Although I still got the gig after he corrected me, I didn’t forget that mistake in a hurry.
Plus, many people might not be that gracious. They may be thinking that if you can’t take the time to get their name correctly, how can they trust you to write accurately? And they would be right.
If the aforementioned person had denied me the opportunity because of my mistake, I would have completely understood it. I was careless and deserved any consequence that could have come from it.
I say that to say there’s nothing more awkward than starting a pitch with the wrong name or worse, the wrong publication.
Before you send anything, confirm you’ve got the correct person, their role, and the brand name spelt right. One mistake makes you look careless. So, taking that extra two minutes to check can save you from rejection.
41. Be open to starter assignments
Not every pitch will lead to a big contract right away. Sometimes, you’ll be offered a trial article, a one-off piece, or even an editing gig.
Don’t dismiss it because it’s not what you initially wanted. If the pay is fair and the opportunity feels right, take it. A small assignment can lead to long-term work.
42. Don’t take rejections personally
Getting no response or a flat-out “no thanks” can sting, but it’s not personal. A rejection doesn’t mean you’re not talented; it just means your pitch wasn’t the right fit at the right time.
Dust yourself off, tweak your approach if needed, and send the next one.
43. Keep your pitch under 250 words
Nobody has time to read a novel in their inbox. Keep your pitch tight, focused, and under 250 words.
Hook them with a compelling intro, drop your idea or offer, add a couple of links, and sign off. If they want more info, they’ll ask.
Otherwise, don’t bore them with unnecessary information.
Ultimately, I am sure with these cold pitching tips for freelance writers, you can now write winning pitches and increase your chances of getting a yes.
Now, as promised, let’s check out 2 cold pitching templates you can use.
Cold Pitching Templates
These cold-pitching examples are just that – examples. This is just to give a head start; the idea is to make sure to personalise your pitch. That said, find below 2 cold-pitching templates to guide you to write a winning cold-pitch.
Cold Pitch Template for a SaaS Writer
Subject: Helping [Company Name] Attract and Convert with Better Content
Hi [First Name],
I’ve been following [Company Name] and love the way you simplify [mention a product feature or recent blog post]. I’m a SaaS content writer who helps companies like [Client Name or “early-stage startups”] turn complex features into content that drives signups and builds trust.
If you’re looking to scale blog content, case studies, or onboarding emails, I’d love to help. Here’s a sample of my recent work:
[Link to SaaS blog post or case study]
[Link to portfolio or another relevant piece]
Let me know if you’re open to chatting; I’d love to hear what content goals you’re focusing on this quarter.
Warm regards,
[Your Name]
[Website or LinkedIn]
[Email signature]
Cold Pitch Template for a Journalist
Subject: Pitch: [Compelling Headline or Story Angle] for [Publication Name]
Hi [Editor’s Name],
I’m a freelance journalist who covers [tech, culture, women’s health, etc.], and I’d love to pitch a story idea for [Publication Name].
Pitch: [1–2 sentences explaining your story angle. Be clear, timely, and specific. For example:
“I’d like to write about how rural Gen Zs are using TikTok to reshape local economies – think less dancing, more side hustles.”]
This would be a reported piece (700–900 words), and I’d plan to interview [types of sources or notable people]. You can find my writing in [Publication 1], [Publication 2], and [link to portfolio].
Let me know if you’d like more details; I’d be happy to flesh it out further.
Best,
[Your Name]
[Website or Portfolio]
[Twitter or LinkedIn]
Final Thoughts
Cold pitching might feel intimidating at first, but it’s one of the most powerful tools in a freelance writer’s toolkit. The more you do it, the easier and more rewarding it becomes.
So like we’ve learnt in these cold pitching tips for freelance writers, stay consistent, keep refining your approach, and don’t stop showing up for yourself. Your dream clients are out there; it is only a matter of time before you knock on the right door if you don’t stop.
