How to Pitch to Clients

The pitch

Once you've identified potential clients, the next step is to pitch your services effectively. A powerful way to do this is by demonstrating your capabilities upfront—a strategy that I like to call the "Show, Don't Tell" method. By providing a tangible preview of what you can offer, you increase your chances of capturing their interest and securing their business.

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Prepare customized content

Before reaching out, it's crucial to create tailored content that resonates with the potential client's brand and audience.

Utilize a social media management platform. Start by inputting the prospect's website URL into your white-labeled platform (Marky) to generate a selection of customized social media posts. Aim to create around 20 high-quality posts that reflect their brand voice, aesthetic, and messaging. This shows that you understand their business and are capable of delivering content that aligns with their identity.

Review and curate the best posts. Once you've generated the content, carefully review each post. Select the most impactful pieces that highlight your understanding of their market and showcase your creativity. Consider adding personal comments or annotations to explain your creative decisions, emphasizing how each post can engage their audience effectively.

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Create a Personalized Video Presentation

To bring your pitch to life, create a short, engaging video that visually demonstrates the content you've prepared.

Use a screen recording tool. Leverage a tool like Loom to record your screen as you navigate through the curated content. During the recording, scroll through the posts at a moderate pace—slow enough for them to appreciate the visuals but quick enough to encourage pausing if they wish to read the copy in detail.

Highlight Key Elements. Throughout the video, point out specific aspects of the content that align with their branding and marketing goals. For instance, you might say: "Notice how this post integrates your brand's color palette, creating a cohesive look across your feed." or "This caption is designed to boost engagement by asking a question that resonates with your target audience." By doing so, you draw attention to the thought and strategy behind each piece, reinforcing your expertise.

Craft a compelling call-to-action. At the end of your video, it's important to guide the prospect toward the next step in the process.

Include interactive elements in your video. Utilize Loom's features to add a clear and direct call-to-action (CTA). For example, you can include a comment or task that says "Access Your Custom Content Here" or "Schedule a Free Consultation". This interactive element makes it easy for them to respond immediately and create a dialogue.

Provide the magic link. Offer them a secure, personalized link—the magic link—to access the content directly. Ensure that this link leads them to a white-labeled environment with your branding, which adds a layer of professionalism and builds trust.

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Deliver your pitch strategically

How you present your pitch is just as important as the content itself. Personalization and professionalism are key.

‍Personalize your outreach. Address the decision-maker by their first name and mention specific details about their business. For instance: "Hi Sarah, I was impressed by your recent product launch and noticed an opportunity to enhance your social media presence." This shows that you've done your homework and are genuinely interested in their success.

Keep it concise and professional. Respect their time by keeping your message brief and focused. Clearly state who you are, the purpose of your outreach, and the value you can provide. An example might be: "I'm Alex from [Your Agency Name], and I've created a short video showcasing some custom social media content tailored for [Prospect's Company]. I believe these strategies could significantly boost your online engagement."

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Overcome Common Challenges

Anticipate potential hesitations and address them proactively to increase your chances of a positive response.

Reduce friction in accessing your content. Understand that prospects may be cautious about clicking unfamiliar links or downloading files. To alleviate this:

• Use trusted platforms: Hosting your video on a reputable site like Loom adds credibility.
• Explain what to expect: Briefly describe what they'll see upon clicking the link, such as, "You'll be taken to a 15-second video where I walk you through the custom content."

Build trust through transparency. Be open about your intentions and the benefits to them. Emphasize that there's no obligation, and you're simply offering value upfront.

Test different methods. If you notice certain approaches aren't yielding results, don't hesitate to adjust your strategy. Experiment with alternative ways of delivering your pitch:

• Directly include content: Instead of links, attach images of a few sample posts directly in your message.
• Offer a live demo: Propose a short meeting where you can present the content in real-time, allowing for immediate interaction and questions.

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Follow up thoughtfully

Persistence is important, but it must be balanced with respect for the prospect's time and attention.

Be persistent but polite. If you haven't received a response after a few days, send a gentle follow-up message. For example: "Hi Sarah, just wanted to ensure you received the custom social media content I prepared for you. I'm excited to hear your thoughts!"

Provide additional value. In your follow-up, consider adding a new piece of insight or a quick tip relevant to their business. This continues to demonstrate your expertise and keeps the conversation fresh.

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Emphasize benefits over features

When discussing your services, focus on how they solve the prospect's problems or enhance their business.

Highlight the value proposition. Instead of saying, "I offer social media management services," frame it as: "I help businesses like yours increase their online engagement and reach new customers through strategic social media content."

Use data and social proof. If possible, share brief examples of results you've achieved for other clients, such as: "Clients I've worked with have seen a 35% increase in follower growth within three months."

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Close with Confidence

End your pitch by confidently inviting them to take the next step.

Express gratitude. Thank them for their time and consideration: "Thank you for taking the time to review this. I look forward to the possibility of working together."

Provide clear next steps. Let them know how to proceed: "Feel free to book a meeting using the link below, or reply to this message with any questions you might have."

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In conclusion, a successful pitch combines preparation, personalization, and professionalism. Using the “Show, Don’t Tell” method with customized content and personalized video presentations can effectively demonstrate your expertise and build trust. Keep your outreach concise, follow up thoughtfully, and focus on how your services benefit the client. By providing clear next steps, you’ll increase your chances of securing new business and building strong client relationships.