This article was edited by Jessica Tee Orika-Owunna and Chima Mmeje.
When I started freelancing, I didn’t have agency experience, a stacked portfolio, or anyone to vouch for me. I was working from a developing country, and struggled to land “fully remote” gigs because they were often limited to the US, UK, and Canada.
I did everything they said would help: showing up on LinkedIn, building a portfolio, and applying for open roles. Still, gigs were inconsistent, and I struggled to make a positive impression with prospects.
Eventually, I tried cold pitching, the one thing that made me a nervous wreck. I’d heard all the horror stories like ignored emails, ghosting, and flat-out rejection.
Don’t get me wrong, I experienced them, but I also achieved something I never could with organic: a response from a lead.
The gig led to another gig, and the rest, as they say, is history. Cold pitching helped me grow my freelance income by over 50% but it all began with a mindset shift.
The mindset shift that made cold pitching work
What I didn’t understand at first (and what would’ve saved me so much time) is learning that people ignore cold emails when they feel like they’re being sold to by someone who doesn’t understand them.
And honestly, I would’ve ignored it too.
Early on, I was sending messages that sounded polite but empty. A generic compliment, a vague offer, nothing tied to what the lead or company needed.
I didn’t realize how quickly a pitch like that could go from “not interested” to “please never email me again.”
Additionally, I was concerned about being blocked, reported, or even featured as another example of cold pitching on LinkedIn.
That fear almost stopped me from pitching altogether.
But over time, I realized that while I couldn’t control who replied, I could control how thoughtful each message was.
I switched to writing cold pitches that felt like honest conversations, and that’s when the responses flowed in
I sent over 100 cold pitches in 4 years and only three led to paid work. However, those clients generated more than half of my freelance income, and two of them still send work my way to this day. But it all began with thoughtful, personalized pitches.
The 3-step cold pitching framework I used to land long-term clients
Below is the exact three-step framework I use to turn cold outreach into long-term client relationships.
Step one: Research your ideal client
Most prospects ignore cold pitches because they’re based on assumptions.
The first time I sent a cold pitch, I knew very little about the company. I skimmed the homepage, copied a line from their About page, and made a loose offer that sounded useful. They didn’t reply.
Eventually, I stopped guessing and I started treating research as the central part of my pitch.
I’d look up the company and find the decision-maker. I analyzed job titles, product launches, hiring posts, and what other freelancers shared about their experiences with the company.
I wanted to understand what they were building and whether I had something valuable to offer.
I spend 80 percent of my time researching my ideal client, and while some might think it’s extra work, I believe the research is worth it.
For example, I wanted to work with health policy companies. Although I didn’t have a portfolio or extensive network, I had my pharmacy degree, which gave me an advantage as a subject matter expert.
So, I turned to LinkedIn, searched for “health policy,” and created a list of decision makers at health policy organizations I wanted to write for.
Next, I checked their profiles, scrolled through recent updates, and looked for clues.
Were they hiring content roles, posting funding news, mentioning product launches, or had other freelancers tagged them recently?
Sometimes I saw signs they might need help. Other times, I didn’t, but if their work aligned with my background, I reached out anyway.
When cold pitching, I try not to overthink it and only ask myself one question: Do I understand what this company is working on and how I can help?
PS: Here’s a cold pitching tracker I used to organize my pitches.
Step 2: Make an offer they want to say yes to
I kept my first pitch simple. I sent them a brief message to introduce myself, mentioning my pharmacy background, and inquired if they were seeking medical writers.
They replied, offered a trial project, and then a retainer.
Not every pitch went that smoothly. I remember messaging a health policy director on LinkedIn when I was still a student. I didn’t have experience, the message was long, overly formal, and full of phrases like “I’d be delighted to contribute to your initiatives.” Honestly, I cringe when I think about it.
Surprisingly, she replied. We jumped on a call, and even though they weren’t hiring, she kept my name on file, and we worked together a year later.
When I write a cold pitch, I keep it grounded in what I already know about the company. I’ll send a brief message that demonstrates I’ve done my research, and if I can make it feel like a conversation, it usually lands better.
When prospects replied, they usually asked to see samples. That part used to make me nervous, especially in the beginning, when I didn’t have much to show.
I started by sharing personal projects and guest posts, anything that reflected the kind of work I wanted to do. I didn’t wait until everything was perfect. Instead, I put my best work in a portfolio and ensured it matched the clients I was trying to reach.
If I didn’t have the type of sample they requested, I was honest and offered to do a test project. On most occasions, it was enough to get my foot in the door.
Step 3: I followed up without forcing it
In the past, when I didn’t hear back after a pitch, I assumed the answer was no. But I’ve learned that silence doesn’t always mean disinterest. Sometimes people are just busy, or the timing’s off.
For example, after my initial conversation with the health policy company, months went by without any work, but I stayed in touch. Nothing heavy, just the occasional check-in, a reply to one of their posts, and a note to say I was still available.
Meanwhile, I kept an eye on their work. I noticed they were making updates to their site, and I found a few places where they might need support.
I sent another message with the problems I noticed they had that I could fix, and left the door open. The follow-up kept me top of mind and eventually led to a conversion.
It taught me something simple but essential: I don’t always need to chase a yes. Sometimes, staying present is enough. When the timing is right, the message opens a door that’s been cracked for a while.
Concluding thoughts: Quantity doesn’t always yield the best results with cold pitching
Cold pitching isn’t about sending a hundred messages and hoping one sticks. Most of my wins happened because I spent time researching prospects to understand the problems they faced and building messaging that was thoughtful and personalized.
Stop treating cold pitching like a numbers game and start thinking of it like relationship building.
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Faridat Folake Ojulari
Faridat is a copywriter with four years of experience helping brands communicate with clarity and impact. She has worked with top brands including WellnessPulse and U/PRESS. She enjoys exploring deep ideas through non-fiction books.
