Pitching masterclass for (nervous) translators
Writing pitches to potential clients is nerve wracking! Contacting someone you don't know, but making them feel like you do know them, is pretty tricky.
Good news! There's a way to do it without having a nervous breakdown.
Breaking a pitch down into elements means you have a formula for reproducing these stressful emails. That way, over time, they become less stressful.
Part 1: How I found you
Straight away, try to show context. Show them that you haven't just randomly found their details online. You have an opportunity to make a connection (which should be the goal of the email) and demonstrate that you work in the same circles as them.
You might mention that you've seen them in the media (perhaps they've recently been interviewed.)
Perhaps you could compliment them about a recent big win, or client signing.
It might be that you're emailing them to thank them for a resource on their website that helped your research.
The key ingredient of Part 1 is establishing that you're familiar with them, and, by using their "insider" industry language, you'll start to build a relationship (and trust.)
Part 2: Why I'm reaching out
This does exactly what it says on the tin. Why exactly are you contacting them? Is it because you work in the same industry? Or perhaps you have complementary business functions?
The crucial part is that this section explains why you are relevant. The last thing you want is for them to wonder why on earth you've popped into their inbox.
Explain why you're here - briefly.
Part 3: This is what I do
Explain what you do, how it helps people in their industry and give examples. This is your chance to build credibility, by showing them what they get from working with you. That may be the benefit of your expertise, or it may be that by collaborating with you they get to concentrate on the work they're brilliant at.
This is the point where you can introduce a link to your website, some testimonials, your blog or your Linkedin page, to show that you are a real person, with real credentials. Pick one or two external links - you don't want to bombard them. In fact, a good way to do it is to provide one link in the body of the email, and mention that there's a link to another profile in your signature.
Part 4: Call to action
Don't make it difficult for them to do what you want. Craft your call to action in such a way that taking the next step of replying to your email is the easiest, most natural thing in the world.
Remember that people receive a lot of emails, so respecting their time by making it a simple next step (rather than a lengthy survey, for example) you'll already be on their good side!
And that's it!
The point of pitches is to introduce yourself and provide valuable information: keep your email short, to the point and relevant to them. Over time, pitching won't be so stressful, and, if you follow our four-point plan you might even end up enjoying the process!