There are a lot of tasks that require focus and persistence when you’re building your copywriting business.
What we’re talking about today is not one of them.
The process of compiling the companies that you’re going to pitch should be easy, light-hearted, and fun. This is one part of your business-building in which I’m going to actively encourage you to go down rabbit holes.
As my students know, compiling your (ever-growing!) list of companies to pitch starts with identifying a company you’d like to write for (whether that’s based on personal interest, some special insight based on your background, or simply proximity). After that, you’ll research and list companies that are both direct and indirect competitors of those, and then list direct and indirect competitors for each of those.
But again, if you’re in the middle of research and you come across a company that interests you, go down that rabbit hole and research that company and all of its direct and indirect competitors. You can’t have too many companies on your list and you’ll never be able to list even a small, small fraction of the companies you could possibly pitch. It’s fun!
And yet.
Some people find ways to limit this list and, as a result, severely limit their possibilities for pitching. And when you limit who you pitch to, you drastically limit your career.
4 Common Assumptions Copywriters Make
Do any of these sound familiar?
- “Well, I’m not going to pitch this company because it’s too big—they definitely already have copywriters on staff to do the work.”
- “I’m not going to pitch this company because it’s too small—they’re not going to have the budget to hire me.”
- “I’m not going to pitch this company because they’re looking for a full-time copywriter—they don’t want a freelancer.”
- “I’m not going to pitch this company because they’re going through layoffs—they don’t have the money to hire freelancers.”
Let me make this very clear: You have NO IDEA what is going on within a company. And you will severely limit your career if you don’t pitch companies because you think you know what’s going on inside them.
Why These Assumptions Are Unfounded (And Could Hurt Your Copywriting Business)
As someone who has worked for multi-billion-dollar companies with plenty of copywriters on staff AND hired freelancers, let me assure you that companies with copywriters on their payroll hire freelancers all the time. They hire them for extra help, they hire them for special projects, they hire them to cover on-staff writers’ leaves.
As someone who works with solopreneurs (one-person companies) let me assure you that they absolutely hire copywriters—and they understand the value of great copy. And don’t make assumptions about their incomes either; I personally know several solopreneurs whose businesses bring in multiple seven figures.
Sometimes companies post a job listing for a full-time copywriter because they think that’s what they need when they’d actually be better served by a freelancer. Or sometimes they post for a full-time position because they weren’t sure how to find freelancers. Sometimes they’re just trying to get the word out. Just because they’re posting for a full-time position doesn’t mean they’re married to that.
And companies that are going through layoffs? They’re being extra vigilant about their budgets—which means they’re much more likely to work with freelancers than to hire full-time staff.
The Bottom Line: You Don’t Know What’s Going on Inside a Company
You never know what’s going on inside a company and if you make decisions based on assumptions and unfounded ideas about them, you’ll miss out on hundreds and hundreds of opportunities throughout the course of your career.
The worst a company can do when you pitch them is say “no.” But don’t be the one to do it for them by never even giving yourself a chance to get in the door.
Watch More: Pitching Assumptions Costing You Clients—and Income
Our brains are reaaaally great at coming up with all kinds of reasons not to pitch somebody…
So, in this Build Your Copywriting Business podcast episode, we’re debunking some of the most common pitching assumptions, including there is zero point trying to anticipate what a company’s needs are.
Your turn! Have you let preconceptions limit your to-pitch list of potential clients? What fears have you let stop you? Let me know in the comments below.
Last Updated on May 13, 2025
Resonates with me so much! I’ve found myself saying things like “they have a great website” or they “look” like they have it together so I will just pass over them. Good insight here though.
Hi Laura,
Yes! They can *look* like they have it all together—and maybe they even do! That doesn’t mean that they don’t have plenty of projects they need you for. 🙂
Thanks for commenting!
Nicki
Thank you for this post; I found it very helpful. I’m a complete newbie looking for my first client. I’ve sent a total of 2 “cold emails” to companies that really interest me (just this weekend). I do feel like maybe I’m not good enough because I have no links to published works, no website yet, and nothing to show I’m worth considering. I do have niches I’m passionate about and I do relay that information in my emails and applications (applied to 4 of those the last few days), so I’m hopeful someone will consider me. I’m also considering guest blogs? At least then I’d have something published in my niches soon. It’s an overwhelming venture so far.
Hi Jennifer,
Well, you definitely do need a website and some samples on that website…but that’s great because you know what your next steps are to make yourself more marketable! 🙂 And guest posts are only valuable if you want to be focused on content writing. (Which is find, but content is more of a “churn and burn” industry.) If you want to sell your copywriting services, you need to demonstrate how good you are at copywriting. Does that make sense?
Thanks for commenting!
Nicki
Should you follow up in case your target company fails to take the any action.?
And how many cold email should a new beginner be sending daily in order to get attention from the potential clients
Hi Kelvin,
You should absolutely follow-up — people are busy and their inboxes are full so you can’t assume that not hearing from them means they don’t want to work with you. Just be sure to include value in each email you send to them!
I encourage students to send out at least 5 pitch emails per day (not including) follow ups. But make sure that they’re not truly “cold” emails—that they include your enthusiasm about the company, your ideas to benefit their company, and your USP. 🙂
Thanks for commenting!
Nicki
I’ve had these thoughts a lot recently…if they had to lay off all of their staff, why would they hire a copywriter? But maybe the companies are brainstorming ways to expand their online presence! How will I know if I don’t pitch? Thanks for the motivation!
Hi Renee,
It’s really easy to assume that we know what’s going on inside of a business based on what’s going on inside of our own lives – but businesses don’t operate like people! While many people are hunkering down and trying to spend as little as possible, businesses are always spending and now they’re especially focusing that spending on areas that directly increase their revenue. (Like, oh, you know, copywriting. 🙂 )
Thanks for commenting!
Nicki
Hi Nicki,
my fear for not pitching has to be about ‘not knowing what I don’t know’ and coming across as a fake!!
You are not alone! Check out this post by Nicki from last year that talks about just this – https://filthyrichwriter.com/how-do-i-know-if-im-ready-to-pitch-copywriting-clients/
I’ve decided on Lush as my first pitch, but they are big and seem to have great marketing already. I believe this is Resistance talking, because there’s always someway to improve, right? Just a matter of finding a gap I can fill.
Totally normal to face doubt or resistance. Check this out – https://filthyrichwriter.com/frustrated-disillusioned-procrastinating-war-of-art/