Martina Channa

Martina Channa

A Guide to Successful Pitching

Secure the deals with brand outreach

As a UGC creator, your journey to collaboration with brands can be both exciting and daunting. Brand outreach is definitely one of the more daunting ones. Let me tell you the secrets of pitching that nobody talks about that will actually get you the deals!

Now, let me introduce you to Sally. Sally works for a brand you really want to work with –  she is the brand’s content manager. She gets hundreds of emails from creators daily, she is a very busy person. How would you get Sally’s attention? I was professionally a sales person for 2 years, and I learned a lot about Sally. Here are the top takeaways that I learned about pitching that will help you get responses from brands.

How to get responses from brands?

It's not about you, it's about what you bring to the table

First thing to understand is, that pitching is not about selling yourself as a creator to a brand. Pitching is about selling the benefit of working with you. What can you do for the brand you are reaching out to? How will they benefit from your content? What will it bring to them? Before reaching out, it’s vital to understand this. Instead of saying: “Hi, I am Martina, and I am a UGC creator. I studied marketing in university, and I am great at creating engaging content”, say: “Hi, I am Martina and thanks to my marketing background I will create high quality engaging content for you!”. Pitching is not about you, it is about brands. 

Do your homework

Research is your best friend. Identify brands that not only appeal to you, but also those that would benefit from your UGC. Look into their product offer, current marketing campaigns, social media presence, and any existing UGC collaborations. Also, plus points for you if you engage with the brand’s social media accounts. 

These insights will help you create a pitch that speaks directly to how you can add value to their marketing efforts. While researching, don’t forget that you should check, if the brand is available where you are based and can ship the product to you. If not, do not waste your timing pitching to them. 

Personalize Your Pitch

Generic pitches are easy to ignore. Never copy and paste a pitch, always personalize it as much as possible. Mention specific brand products or campaigns that caught your eye. Explain how your content can complement these aspects, bringing fresh perspectives or reaching new audiences. Personalization shows that you’re genuinely interested and have taken the time to understand the brand’s needs. 

Showcase Your Work

Your content is your best advocate. Include links to your portfolio, showcasing your best work. If you’ve collaborated with other brands, share those successes in your portfolio, it adds a lot of credibility to you. 

Be Clear and Keep it Short

While it’s important to showcase your enthusiasm and capabilities, keeping your pitch short is crucial. In my past sales job, we used to have a rule, that a pitch must be short enough, that Sally can read it on mobile while going in an elevator to get coffee. Brands receive many pitches daily, so your email needs to be short yet compelling – Do not write an essay. A clear subject line, a brief introduction, your value proposition, and a call to action should all fit within a few short paragraphs.

Include Collaboration Ideas

Rather than waiting for the brand to decide how you could collaborate (which, highly likely, they would not), suggest concrete ideas. Again, based on your research, find ways to promote the brand through UGC. Implement cool ideas you saw on social media, trends, or whatever creative though you have. I usually include 3 ideas for each brand. Yes, this might take time, but if a brand likes your proposal, they might even go along with all three of them!

Don't Send Pitches on the Weekends

Even if you want to pitch daily, I recommend scheduling your e-mails for Tuesday, Wednesday or Thursday. Never send your pitches on the weekends. Or even Fridays or Mondays. Sally will not check your pitch while looking forward to the weekend or starting the week with a work load! This will increase your change of your e-mail getting read and ultimately securing the deal. 

Track Your E-mails

It is important to know if your e-mail was opened. But how would you get to know that? Thanks to e-mail trackers. There amazing platforms that allow you to know, who opened your e-mail and how many times they read it. I personally use MailSuite. It is completely free, but you do need to remove their watermark manually. Do not forget to do this for every e-mail! It looks quite unprofessional to let the brand know you are tracking them and can give a quite bad impression.

If you send a lot of pitches and none of them are getting opened, you need to change your subject line to something more appealing. Subject lines are immensely important, they often decide if your e-mail even gets read. Do not use generic subject lines like “Martina X Brand – UGC opportunity”. Be creative. You can even change subject lines based on the brand. 

Follow Up, But Don’t Spam

If you don’t hear back within a week or two, it’s appropriate to send a polite follow-up email.  However, respect the brand’s decision if they’re not interested or don’t respond after a couple of attempts. Bombarding them with emails won’t change their mind and might harm future collaboration opportunities.

You can check, if the brand even opened your e-mail, thanks to your e-mail tracker and based on that decide, how you want to approach the follow up.  

Follow-ups can also be strategic. Does the brand have a new product or collection? Is there an occasion or a new trend on social media? Pitch your new ideas again!

You can also follow up on your past clients! If they liked working with you before, pitch new ideas when an opportunity arises.

Learn From Experience

Not every pitch will result in a collaboration, and that’s okay. Realistically, you shouldn’t expect more than 5% of sent e-mails to result in one. But use these experiences as learning opportunities to change your approach. Continuously work on enhancing your content and engagement strategies. Remain true to your style and values. Authenticity resonates with your audience and is ultimately what brands are seeking in a UGC creator.

Securing brand collaborations as a UGC creator is about presenting your unique value and understanding the needs of the brand. With applying these tips, staying consistent and with the right mindset, you can expand your portfolio of brand collaborations and grow as a creator! 

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