How to Write a Pitch: Templates & Examples for Every Situation
A pitch is a concise message designed to persuade someone to take action, whether that's covering your story, invest in your company, publish your guest post, or partner with your business. The format varies by context, but the structure is always the same: hook, value, proof, ask.
This guide covers how to structure any pitch, with 6 ready-to-use templates for the most common scenarios. If you're building a broader outreach strategy, pitch writing fits naturally into your overall PR plan.
The universal pitch structure
Every effective pitch follows the same four-part structure, regardless of the audience:
| Element | Purpose | Length |
|---|---|---|
| Hook | Grab attention with something relevant to the recipient | 1–2 sentences |
| Value | What's in it for them? Why should they care? | 1–2 sentences |
| Proof | Why you? Data, credentials, social proof | 1–2 sentences |
| Ask | What do you want them to do? Keep it small | 1 sentence |
The hook
The hook determines whether they keep reading. It must be relevant to the recipient, not to you.
- Good hooks: Reference their recent article, a trend in their beat, a data point that challenges assumptions, a problem their audience cares about. See our email opening lines guide for 35 examples that work.
- Bad hooks: "My name is..." / "I'm the founder of..." / "I'm reaching out because..." / "I hope this email finds you well"
The value proposition
Answer the question: "Why should I care?" Frame the value from their perspective, not yours.
- For journalists: What's the story? Why is it timely? Why would their readers care? If you're doing startup PR, lead with traction or data, not your company description.
- For investors: What's the market opportunity? What traction do you have?
- For bloggers: How does your content help their audience? What makes it unique?
The ask
Make it small and specific. Don't ask for the moon in the first email.
- "Would this work as a story angle?" (not "Can you write a feature article about us?")
- "Worth a 15-minute call?" (not "When can we schedule a 1-hour meeting?")
- "Would you be open to a guest post on this topic?" (not "Here's a 2,000-word article I'd like you to publish")
You're pitching a journalist at TechCrunch. Your email starts with: "Hi, my name is Sarah and I'm the CEO of CloudSync. We're an exciting startup that..." What's wrong?
Exactly. Journalists don't care about your company introduction. They care about the story. Lead with the angle: "Cloud storage costs have tripled in 18 months. Here's why, and what's changing." Then connect your company to the story.
Starting with "My name is..." is the most common pitch mistake. The recipient doesn't know you yet and doesn't care about your title. Lead with the hook, the story angle, the data point, or the trend. Introduce yourself after you've earned their attention.
Subject line formulas that work
Your subject line is the pitch for your pitch. If it doesn't get opened, nothing else matters. Test yours with our subject line tester.
| Pitch type | Subject line formula | Example |
|---|---|---|
| Media | [Data point or trend]: [angle] | "SaaS companies are cutting marketing spend, here's what's replacing it" |
| Guest post | Post idea for [Blog]: [Topic] | "Post idea for HubSpot Blog: The death of the MQL" |
| Investor | [Company], [traction metric] in [time] | "CloudSync, $2M ARR in 14 months, raising Series A" |
| Partnership | [Your Co] x [Their Co]: [idea] | "CloudSync x Notion: integration idea" |
| Product | [Benefit] for [their situation] | "Cut onboarding time by 60% for remote teams" |
Template 1: Media pitch
For pitching journalists, editors, and reporters. Start by building a targeted media list, then personalize each pitch. If you're sending alongside a press release, keep the pitch separate and shorter.
Template
Subject: [Data point or trend]: [story angle]
Hi [Name],
I saw your recent piece on [specific article], your point about [specific detail] was sharp.
[Story hook: a data point, trend, or newsworthy event. 1–2 sentences that answer "why now?" and "why does this matter to their audience?"]
I'm [Name], [Title] at [Company]. We [one sentence about what you do and why you're a credible source]. [Specific data point or credential that backs up your authority.]
Would this work as a story angle? Happy to share [data, exclusive access, expert quotes] for your piece.
[Your name]
Template 2: Investor pitch email
For cold outreach to investors. The email gets the meeting; the meeting gets the investment.
Template
Subject: [Company], [key traction metric], raising [round]
Hi [Name],
[One sentence describing the market problem you solve. Make it tangible.]
[Company] is [one sentence describing your solution]. We're at [key metrics: ARR, growth rate, customers, retention]. [One sentence on what's driving growth.]
We're raising a $[X]M [round] to [specific use of funds]. Given your investments in [their portfolio company 1] and [company 2], I think there's a strong fit.
Worth a 20-minute call this week?
[Your name]
[One-line bio]
[Link to deck or website]
Template 3: Partnership pitch
For proposing business partnerships, co-marketing, or integrations. See our business partnership email templates for more variations.
Template
Subject: [Your Company] x [Their Company], [specific idea]
Hi [Name],
I've been following [Their Company]'s work on [specific thing]. There's a natural overlap with what we're building at [Your Company], we both serve [audience type].
The idea: [one sentence describing the partnership]. We did something similar with [partner] and it drove [specific result].
Worth a quick call to explore?
[Your name]
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Start Getting Mentioned For $99/moTemplate 4: Podcast guest pitch
For pitching podcast hosts on having you as a guest. The same principles apply to guest post pitches for blog editors. For a dedicated guest post email, use our guest post pitch template.
Template
Subject: Post idea for [Blog Name]: [Specific Topic]
Hi [Name],
I've been reading [Blog Name] and noticed you haven't covered [specific gap or angle] yet. Your audience would benefit from [specific value this content provides].
I'd like to write a post on [specific topic]. Here's the rough outline:
- [Point 1, specific, not generic]
- [Point 2]
- [Point 3]
I've written for [publication 1] and [publication 2]: [link to a published piece].
Would this be a good fit for [Blog Name]?
[Your name]
Template 5: Product pitch
For pitching your product to potential customers, reviewers, or influencers.
Template
Subject: [Specific benefit] for [their company/situation]
Hi [Name],
I noticed [Their Company] is [specific observation: hiring for X role, launching Y product, dealing with Z challenge]. That usually means [related pain point].
[Your Product] helps [company type] [specific outcome, with data]. Companies like [1–2 similar companies] use us for this.
Would it be useful to see a quick demo? Takes 15 minutes.
[Your name]
Template 6: Follow-up pitch
Send one follow-up 5–7 days after your initial pitch (3–5 days for time-sensitive media pitches).
Template
Subject: Re: [original subject]
Hi [Name],
Just bumping this up. [One sentence adding new context: new data, a recent development, or a different angle on the original pitch.]
Quick recap: [one sentence summary of the original pitch].
No worries if the timing isn't right.
[Your name]
You're pitching a guest post to a marketing blog. Your email includes a 2,000-word draft attached as a PDF. Is this a good approach?
Correct. Don't write the full post before getting approval. Editors want to shape the direction and may suggest a different angle. Pitch the topic with a brief outline, then write after they approve.
Sending a finished draft is risky. If the editor wants changes to the angle, you've wasted your time. Pitch the topic with 3–5 bullet points. Write the full piece only after they confirm the direction. Exception: if their submission guidelines specifically ask for complete drafts.
7 common pitch mistakes
- Starting with yourself. "My name is..." should never be your opening line. Lead with the hook.
- Being vague. "I have an interesting story for you" isn't a pitch. What's the story? Why now? Why them?
- No personalization. Mass-blast pitches get deleted. Reference their specific work, beat, or interests. Personalization is not optional.
- Too long. If your pitch is over 200 words, cut it in half. Nobody reads long pitches from strangers.
- Unclear ask. What do you want them to do? Make it explicit and small.
- No proof. Claims without evidence get ignored. Include data, credentials, or social proof.
- Bad timing. Don't pitch a journalist on Friday afternoon. Don't pitch investors during holiday weeks. Check the best time to send a press release for data on optimal send windows.
You're pitching an investor and include this line: "We're the Uber of dog walking." What's the problem?
Right. "The Uber of X" is the most overused pitch cliche. Investors have heard it thousands of times. Instead: "We connect dog owners with walkers in under 10 minutes. $50K MRR, 200% QoQ growth." Specifics beat analogies.
"The [famous company] of [industry]" is a cliche investors are tired of. It's lazy shorthand that doesn't convey what makes you unique. Replace it with concrete metrics: revenue, growth rate, customer count, retention. Numbers tell a better story than analogies.
Frequently asked questions
What is a pitch letter?
A pitch letter (or pitch email) is a concise message sent to persuade someone to take a specific action, cover your story, invest in your company, publish your guest post, or partner with your business. It follows a hook → value → proof → ask structure.
How long should a pitch email be?
100–200 words for most pitches. Media pitches can stretch to 250–300 words if you're including data or a story angle. The goal is to get a response, not tell the whole story in one email.
What makes a good pitch?
Four things: a relevant hook, a clear value proposition, supporting proof (data, credentials, social proof), and a specific low-friction ask. Personalize it to the recipient and keep it under 200 words.
How do you start a pitch email?
Start with something relevant to the recipient, reference their recent work, a trend in their industry, or a specific problem you can solve. Never start with "My name is..." or "I'm reaching out because..."
Should I follow up on a pitch?
Yes, one follow-up after 5–7 days is standard. For media pitches, 3–5 days since journalists work on tighter deadlines. Add new information rather than just saying "following up."