Email has changed the landscape of sales. Even a little as five years ago, I was driving to make sales — going from city to city, visiting store by store.
Nothing wrong with that! Face-to-face sales presentations are still the best, but not always the most economical way to sell your products.
Email has made it much easier to pitch potential buyers without spending lots of time or money to do so. But how do you craft a good email pitch?
1. It’s NOT About You
I cannot stress this point enough. It’s as true in courting editors as it is in dating. Spend the whole evening talking about yourself, demonstrate little interest or blatant misinformation about the other party and you’re not likely to get called back for a second date. The same is true when pitching.
2. Be Proper
I don’t mean to overwork the dating analogy, … (but) What woman (even those of us who are drawn to the ‘bad boys’ or fancy ourselves healthily liberated) isn’t impressed when a date opens her car door? … Why? Because it makes us feel respected. And that’s something everyone wants. What is respect in an email pitch?
Simply put: spell-check. Along with proper formatting, alignment, terms of address, and fully-spelled words, it almost guarantees you a response in my world….
3. While Less Can Be More, Nothing Is Not More
Many current thought leaders in marketing, emphasize the importance of the brief pitch. … Brevity in an email pitch is crucially important, because the people reading them have a lot of volume to get through. However, brevity is not enough on its own.
Make sure you say something in your pitch, ideally the exact something that the recipient requested (if it’s an open call) or a valuable nugget of an idea, with a clearly stated proposal of what you’re offering….
4. Be Generous
If you are so lucky as to have your pitch picked up, the best thing you can do is to make a big show of gratitude and generosity.
It’s not to say you don’t put a lot of work into what you’re pitching (you do) and that the person you’re pitching doesn’t stand to gain by what you’re offering (she does), but agents and editors are people too. Being gracious goes a long way. If you’re a writer and someone has agreed to publish your work, follow up with a note of thanks and a question of what you can do to make their lives easier….
Thanks Megan for the helpful tips. Watch for my next post for my personal experience with email pitches.