Welcome to pitching fails, where we dissect losing pitches that never had a chance of landing with the recipient.

Study these well, and you will start to figure out exactly what not to do when you’re seeking out guest posting, interview, collaboration, partnership, cross-promotion, and any other opportunities you might be chasing.

The point isn’t to stop pitching. It’s to figure out how to do it the right way, so you can get a better response rate.

Let’s dive into our first pitch:

Decent pitch, right?

WRONG.

Why is that the case?

Well, here are some things to think about:

Fail #1: The Email Isn’t Addressed to Anyone

This immediately increases the chances that it’s a form letter and usually denotes a complete lack of research on the part of the sender as well (which in this case is accurate).

Pitches should always begin with “Hi John Smith” or equivalent, indicating that you know who you’re talking to.

And if you can’t figure out that you need to replace “John Smith” with the person’s name you’re addressing the letter to, I can’t help you…

Never address your email to “107.1 FM K-RAP,” “Music Director,” “Yo,” or “Hey buddy.”

If you’ve scoured the web for their name and still can’t find it, lead with that!

Hey, I’m XYZ from ABC. I tried everything I could to find your name online, and simply couldn’t find it! I’m sorry. But I’m reaching out because…

Fail #2: Clueless Who She’s Pitching to

So, she’s an experienced dog groomer… that’s great!

Only… My podcast is about music and creativity, and we have not covered and have no intention of covering pet grooming ever. Oh, right…

This is probably the biggest failure of the entire pitch, so take special note:

Your pitches should necessarily be relevant to the recipient; if they aren’t, ask yourself why you’re sending them.

Your pitches should necessarily be relevant to the recipient; if they aren’t, ask yourself why you’re sending them. Share on X

It’s an easy fix, too. If you make your pitches about the recipient and not about you, your response rate will instantly go up.

Fail #3: No Kind Words

There’s a vague mention of my podcast, but no mention specifically as to what the podcast is called (Creativity Excitement Emotion), or any indication that she’s listened to it even a second.

This makes her claims of “cross-promoting” the show on social media and to her email list dubious at best, and in no way can be considered a value-add.

A good pitch should include a brief, relevant, and specific comment about the recipient. Something like this:

Hey, David. I read your latest book Productivity, Performance & Profits Blackbook, and loved your new definition of productivity! The reason I’m contacting you is because…

Fail #4: Only Talks About Herself

Notice that the only time she said anything about me was about my podcast, and like I already said, she doesn’t seem to know anything about the show!

99% of the pitch is about her, what she can get, wants, and why it matters to her.

Think of it this way…

The subject line mentions an “opportunity,” but by all appearances, there is no opportunity for me!

Let me tell you something – podcast hosts don’t give a hot DAMN what you can get out of the deal.

Oh, sure. If you’re someone they’re dying to talk to, you’ll get off easy.

But otherwise, it’s ALL about what you can bring to the table, and if you’re not bringing the goods man, just stop. That plane isn’t going to land. Sorry!

Fail #5: No Value Proposition

Well, to be perfectly fair, she did say something about cross-promoting the show on social media and to her email list.

But it’s quite doubtful that she will, for all the reasons already given.

So, what’s in it for me, the recipient? Nothing.

Remember – people are ALWAYS tuned into WIIFM (What’s In It For Me?). If you can’t articulate why your pitch matters to the person you’re contacting, you don’t have a pitch yet.

What She Did Right

It’s not all bad news for our dog groomer friend. She did do some things right. Let’s look:

• She introduced herself. That’s always a good thing!
• She’s specific. The pitch is about dog grooming and her experience as a dog groomer. The mention of bringing “valuable insights” is a little vague, but other than that, she’s pretty clear on what she’s accomplished and what she can bring to the table.
• She gave her website address and phone number. This can be a trust builder in the right context! It doesn’t automatically make someone legit, but it does greatly increase the chances!

Conclusion

So, what are your takeaways from today’s pitching fails?

What are you going to change about the way you pitch others moving forward?

Let me know in the comments.