Crafting pitches is the step that feels the most intimidating, but here’s the truth: your pitch doesn’t need to be complicated. The best pitches are short, clear, and show a brand exactly how you want to partner.
But before we dive into templates, let’s talk about the biggest thing holding most of us creators back: our mindset.
The Mindset That Keeps You From Pitching
I have said all of these things to myself in the past:
- I don’t have enough followers yet
- Why would a brand say yes to me when …
- I’ll pitch when my portfolio is better
- They’ll probably say no
Have you said these things too? These are some of the things we tell ourselves to keep us safe from rejection. The problem is, they also keep us from opportunity.
The worst thing that can happen when you pitch is silence or a “not right now.” But it also could be the best thing that can happen. A paid brand deal, a new connection, or an open door for future campaigns.
Every pitch you send is a chance. Every pitch you don’t send is a guaranteed no.
So instead of letting those doubts hold you back, try reframing those thoughts:
- I don’t have enough followers → Followers don’t matter in UGC
- Why would a brand say yes to me when… → I am offering value using my unique voice
- I’ll pitch when my portfolio is better → I’ll get better by pitching now
Pitching is about showing up, raising your hand, and giving yourself the opportunity for a yes.
A Simple Approach to Pitching
Instead of thinking of pitching as a one-time task, treat it as a strategy. Here’s how I break out pitching to make it feel less overwhelming:
- Start Small: Pick 1-2 brands from your brand list each day (or every other day) and do the following steps.
- Do Some Research: Follow the brand (if you haven’t already), review some of their recent posts, and consider how your content could support them.
- Find The Right Contact: This challenge focuses on email pitching so finding the right contact is key.
- Check the website: for a collab, press, or media email address
- Send a short DM via social media: For example, “Hi [brand], I love [specific product or detail about their brand]. As a [niche – pet lifestyle] creator, I’d love to explore how we could collaborate. Could you point me to the best email for potential partnerships?”
- Personalize Every Pitch: There should always be one or two details in your pitch that shows you genuinely know and care about the brand.
Pitching is not about sending messages into the void and more about relationship building. You’re not just pitching for a holiday campaign. How you approach and work with the brand can also open the door for future opportunities like long-term partnerships. Always be timely and professional.
So What Makes a Good Pitch Email?
A good pitch email should include these 5 things:
- Catchy Subject Line: Subject lines are super important and need to stand out in a crowded inbox
- Introduction: Who you are + your niche in one or two sentences
- Connection: Why you love the brand (be specific!)
- Value: Include what value you bring
- Call to Action: Tell them what the next step is (i.e. check your portfolio, provide more info about holiday collab opportunities)
Your pitch should be simple, short, and respectful of their time. The goal of the pitch isn’t to explain everything – it’s to start the conversation.
Pitch Email Templates To Help You Get Started
Here are some example templates to help you start crafting your pitches. Do not copy this template word for word, otherwise your pitch email is going to sound very similar to others.
For Creators with Previous Experience
Subject line: Festive UGC Collab to Make [Brand] Shine
Hi [Contact or Brand Name],
My name is [your name], and I’m a [your niche and something unique – i.e. millennial who creates engaging UGC about life with her two dogs.]
I’ve been using [brand product] for a while, and I especially love [specific detail about product or brand mission].
I’ve had the opportunity to create story driven UGC for [Brand A] and [Brand B], and would love to bring that same creativity to [Brand name] upcoming holiday campaigns. Specifically, your [collection or product] would be perfect for [add a holiday content idea or series].
Please find my portfolio linked here [add your link] if you’d like a better understanding of my work.
Would you be open to collaborating on UGC for your holiday campaigns? I’d be happy to send over my holiday UGC concepts for review.
Thanks so much,
[Your Name]
For Creators with Less Experience
Subject line: Holiday Collab Opportunity for [Brand Name]
Hi [Contact or Brand Name],
My name is [your name], and I’m a [your niche and something unique – i.e. pet content creator based in x]. I’ve been a long-time fan of [brand or product], and especially love [specific detail about product or brand mission].
As a [your niche] creator, I focus on [describe your content style] and I’d love to create UGC content for your upcoming holiday campaign. Your [collection or product] would be perfect for [an example holiday content idea].
Here’s a link to my portfolio [add your link]
I’d love to hear if this is something your team is open to for the holidays!
Thanks so much,
[Your Name]
Week Two Challenge: Prep Your Pitch List & Your Pitch Template
Take this week to focus on the following items:
- Start researching the brands on your brand list and write down your findings:
- Research 1 or 2 brands each day or set aside a focus hour
- Find the brand’s contact info or DM the brand to get the right info
- Tip: When you DM the brand, the brand may let you know they are not open to holiday collaborations or only looking for unpaid collaborations.
- Write a draft pitch using the template above as an example. The pitch should be re-usable, so you only have to customize one or two sentences about the brand/product/mission.
What You’ll Gain This Week
By the end of Week 2, you’ll have:
Draft pitch template that you can customize and send to brands from your dream list. Know-how to approach pitching and researching brands to find the right contacts. Repeatable framework that can be used for multiple brands and future campaigns.
This week will require some work but taking the time to research and write a good pitch will set the stage for next week.
Final Thoughts
By the end of Week 2, you’ll have a pitch template you can reuse for any brand. Next week, we’ll cover more ways to find the right contacts and actually hit send.
So take a breath, remind yourself it’s worth trying, and write that first draft.
Want extra support? Join the Instagram channel where I regularly check-in and answer pitching questions in real time.
