Email text for freelancer pitching a brand

Estimated reading time: 3 min
I am working with a newly freelance graphic designer and am introducing her to possible clients.meeting reminder
This is the email she sent to follow up on one introduction and I just had to edit the text.
An introduction is the MOST favourable way of getting a new business face to face meeting.  These folks won’t turn you down, generally.  So what was wrong with this message?


I hope this finds you well and the new year has got off to a good start for you!
I wanted to get in touch with you following Rebecca’s introduction in December last year, as I am now in a position where I am able to provide brand packaging design on a freelance/contract basis.
I’ve attached my CV and portfolio of work with this email. If it suits you, I’d love the opportunity to come in and introduce myself and have a chat. There would be no commitment required, just an opportunity to see if there is a fit between my skills and experience and your company.
Kind regards,

Elements of email to improve

So what was wrong with that message?  The first paragraph is fine.  The second leads off with the right information in the right order but it uses too many words to make the point.  Making it two sentences is punchier.

The mention of the portfolio being very short is deliberate – don’t show everything until you have a commitment to meet.  You are more impressive face to face than showing finished work.  So just send a taster.  Select products that align with the recipient’s likely needs.

Then move onto a focus on them – talk masculine words like ‘investment’ and ‘role of design’ – philosophise a bit – you learn a lot about their attitude to good design if you can find these things out in a meeting.  And that will inform your likely future work more than just showing a portfolio – discuss how design can help them achieve their business objectives.

Email introductions that get meetings

 Here’s my suggestion of a re-draft of the email which may get better result outcomes.
I hope this finds you well and the new year has got off to a good start for you!
We were introduced by Rebecca in December last year, and you said I should “get in touch in the new year”.
I am now providing brand packaging design on a freelance/contract basis.
I’ve attached my CV and a very short portfolio of work with this email
Understanding XYZ’s business is very important if you are to consider working with me.  And so I would like to invest my time learning more about your products, markets and the role of design.
Can we meet during the week of 15th February?
I will call you on (name date) to discuss fixing a date and time to suit you.
Kind regards,
So, can you see what I’ve done with the text?  I removed all the “maybe” and “if it suits you” and “no obligation” words.  These are very cautious.
You are good at your job, you will not be wasting their time meeting you.  Sound and communicate your confidence that you are the best thing that’s happened to them and that you will help them achieve their business objectives.
Let me know if you try both which comes out best!


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