Pitch Please: Attract Brands & Boost Your Creative Business | Joy Cho | Skillshare
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Pitch Please: Attract Brands & Boost Your Creative Business

teacher avatar Joy Cho, Founder & Creative Director of Oh Joy!

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction

      1:44

    • 2.

      Why Pitching Works

      4:29

    • 3.

      Kick Self Doubt, Chase Joy

      4:59

    • 4.

      Know Who You Are

      3:01

    • 5.

      Research Your Dream Clients

      3:43

    • 6.

      Develop Content For Your Pitch

      6:41

    • 7.

      Design a Digital Pitch

      3:38

    • 8.

      Design a Physical Pitch

      4:19

    • 9.

      Send Your Pitch Out

      4:17

    • 10.

      Create a Fanciful Follow Up

      2:21

    • 11.

      Final Thoughts

      1:41

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About This Class

Ditch the doubt and learn to pitch yourself to your dream clients and collaborators with the guidance of Joy Cho.  

When designer and content creator Joy Cho first started her creative career she wasn’t sure it was going to work out. Once Joy kicked her self-doubt to the curb and focused on crafting powerful pitches to brands she loved, everything changed. Joy went on to build the career of her dreams, and over the past 15 years has used her creativity and her blueprint for memorable pitches to generate collaborations with brands such as Target, Keds, and Calpak, and cultivate a following of 15 million on Pinterest, making her the most popular Pinterest creator ever.

Now Joy wants to help other creatives follow in her footsteps with their own creative pursuits. Whether you’re looking to start a side hustle, get your name in the press, or get your product on the shelves, Joy’s guide to pitching will give you the tools to achieve your dream collaboration. 

With Joy’s creative direction, you’ll:

  • Work through any self-doubt and fear surrounding your business
  • Focus on what you’re doing and what makes you special
  • Hone in on brands and opportunities that align with your values and goals
  • Create clever and clear content for your pitch

Plus, you’ll get access to Joy’s downloadable pitching workbook to help you define and reach your goals.

This class is designed for anyone who wants to be guided step by step through the process of pitching. Joy takes a task that can feel overwhelming and administrative and turns it into one full of creativity and achievement. As you develop and design your pitch, you’ll also pinpoint your exact goals in order to get a clear path to what you want. By the end of this class, you’ll have a completely finished physical and digital pitch and a mental toolbox filled with everything you need to attract your dream collaborations. 

You don’t need any business experience to take this class. From speaking gigs to press opportunities to product-based collaborations, the skills you learn in this class will help you make connections in almost any field. To make your physical and digital pitch you’ll need access to a design program like Adobe InDesign or Canva and a printer. A writing utensil and printed-out version of the class workbook will also be helpful as you work through the class. 

Meet Your Teacher

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Joy Cho

Founder & Creative Director of Oh Joy!

Teacher

Joy Cho is the Founder and Creative Director of Oh Joy!, which creates a wide range of licensed products including home decor, kids, pet, and furniture collections with brands such as Target, Band-Aid, Calpak, Petco, Keds, and more.

She has also authored seven books and consulted for hundreds of creative businesses around the world. Joy has given keynote speeches on entrepreneurship, leadership, and business at many conferences and companies including Alt Summit, Pinterest HQ, Target HQ, and Hallmark HQ.

For two years in a row, Joy was named one of Time’s 30 Most Influential People on the Internet and has the most followed account on Pinterest with over 15 million followers. Most recently, Joy’s house and studio has been featured in House Be... See full profile

Level: Beginner

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Transcripts

1. Introduction: Knowing how to pitch is so important to being a successful creative business owner. It doesn't matter how talented you are if people don't know you exist. You have to go after the work. That's you marketing your skills, that's you pitching, and that's what I want to help you with today. My name is Joy Cho. I'm the founder and creative director of Oh Joy. You might have seen my work online, but also some of our physical products in stores, home decor items at Target, suitcases by CALPAK, shoes from Keds. So many of these projects are the results of pitching. Today, we are learning how to put together a couple versions of a pitch. The first one is going to be digital, and then there's going to be a physical version that we're going to send in the mail the old-fashioned way. Throughout the class, you can follow along with the workbook that I've created. We're going to look at our own work. We're going to figure out what you're best at. We're going to focus on what we really want to do and why and then we're going to also look at our dream brands and clients, and figure out how you and they fit together to set yourself up for the best possible pitch. You do not need any previous business experience to take this class. I'll show you that you already have all the tools that you need to be able to pitch. I want you to walk away, not only with pitches that you can use to go and reach out to those brands that you have always dreamt of, but also the confidence to go after those. Let's get started. 2. Why Pitching Works: One thing I wish I knew when I started my career is that you cannot sit there and wait. You can't just put your art, put your work on a website, sit there and wait for people to come, you have to go after the work. You really have to go and put yourself out there, and that's what I have learned how to do over time. I've used pitching throughout my career. First, to get my first couple of jobs out of college. Next, to be able to land my first few clients when I started my own business, and then to land one of my biggest deals, which allowed me to not only expand my business to have a studio but also to start hiring employees. This class is meant for any creative person looking to grow in whatever it is you do. Maybe you're looking to start a side hustle, maybe you're looking to work with bigger brands, maybe you're also pitching yourself to press or to magazines, you could also be somebody who has a product line, and you want to get your product into retail stores. There are so many ways to apply these details of what I'm going to teach you in putting together this presentation, this pitch that's going to help people know who you are, why you stand out, why you're special, and why they should know more about you. Now, it's not just about sending this thing out, it's also about figuring out what you do, honing in on what you're best at, re-looking at your creative work as either it stands now or what are the types of things you want to be doing? What are the types of jobs and work you want to be doing more of? Then we're going to also look at our dream brands and clients, and figure out what we can do to work with them or how we can help them with their business, and then we're going to connect those things together into creating two different types of pitches. We also have a great workbook that's going to help you think through some of your thoughts. Feel free to pause and stop and take your notes as you need to and then come back. I know for me, sometimes it's helpful to write things down just whether it's a sketch, whether it's notes, just thinking through some of this process to really dive deep into it. Please feel free to share your worksheets, your pitches, the projects that you're working on throughout this class in the project gallery below, and I cannot wait to see what you're working on. Before we start working on putting together your pitch, I want to show you the very first one that I put together. I'm going to give you some context. This was the early 2000, and so, not only were people super excited to send things over e-mail and use PDFs as attachments, things like sending things to the mail were just not the cool thing to do at the time. But for me as an art major, as somebody who likes to make things, who liked to construct things, I used a mix of my digital design skills and my hand skills to put together a very simple, in my mind, jumbo postcard that had samples of my graphic design work on it. Now, I mark this up at home, I printed on my printer, mounted it on card stock. I made probably 20 or 30 of these in one day, I remember. I sent this out to all the companies I wanted to work with. I had no idea if they were hiring. I had no idea if they were interested in someone like me. All I knew is that I was a fan of their brand. I accompanied this with a letter, a personal letter that talked about my tie to the brand, why I like them, how I know about them, something that made it feel special each time. The crazy thing about this particular one is that I heard back from almost every single one. Now, not that they actually had a job opening, not that they actually can hire me, but that they really enjoyed the piece that they received and they appreciated the time that I had put into it. The crazy thing is because I've also sent out hundreds of resumes online through job sites before this, you don't hear back for most people, usually, you only hear if you actually qualify and they're ready to interview at that exact moment. So after doing that, I knew that this works, pitching works, sending stuff out to people even if they have no idea you exist, it works. Even if they don't need you at that moment, if you catch their attention, they will remember you again in the future. [MUSIC] 3. Kick Self Doubt, Chase Joy: Before we get started, we're going to do some work to help you figure out what makes you special, and make you feel extra confident, and we're going to kick that self-doubt. I remember when I was first starting my business, this is back in 2005, and I was really just thinking, I don't know if I can do this. I have no idea what I'm doing. I remember I was having a talk with my brother-in-law, who also majored in graphic design and studied advertising. The words that he said to me are something that I will never forget, and I always think about all the time. He looked at me, and he said, who says you can't? I was like, me? I'm the one who says I can't. He's like exactly, because the thing is, when we have self-doubt, when we don't think we can do something, it's not usually the people around us who are telling us that, it's usually ourselves. It's us thinking we're not qualified enough. It's thinking that we don't know what we're doing. We don't have business experience. We didn't go to business school, all of those things. Why should somebody hire us? Why should we be the ones who could have our own businesses? Who could get that new job? Who could get that promotion? Whatever it might be. So here's the time now to remember, if you ever have self-doubt. What is that word in there? It's the self part. Remove that part and the doubt part will also go away. As you get more confident in what you can offer, when you remind yourself what you can offer, you will be so much more ready to tackle going after all of the new things that you want to go after. Remember that workbook I mentioned, I want you to get it out, and let's start looking through it. Here's an exercise I want you to work on to help kick self-doubt. We're going to think about all those things you've always wanted to do but haven't gone after. I'll give you an example. Back in the early 2000s, when I was at my second job, I knew I wanted to have a line at Target. Now, you said that out loud. You think it in your mind, you think that sounds crazy. I mean, it's just one of those dreams that you have in your mind. Then guess what? Over a decade later, I had my own line at Target. What are some things you've always wanted to do but felt impossible? Let's write them down right now. Next, write down five people you think are doing an amazing job in their work right now. It can be so easy to compare ourselves to other people. I get it. I do it all the time, while it might be fueled by envy and might sometimes make us feel not as great about ourselves. I want you to spin that. I want you to look at it as inspiration. These five people are killing it. They're doing amazing things. Why? What is it they're doing that makes you feel you want to do something similar? What is it that inspires you to go to the next level? Here's an example of five people that I'm really inspired by right now. Number 1 is Mikaela Pabon, who is a mom, influencer, fashion designer in Brooklyn. I love that she's authentically her. She's just dressing colorfully, doing her thing, loving life, being joyful, and I love that so much. Aww.sam is located in Texas. She has such a great vintage, 60s and 70s-inspired style. The cool thing about her is she decided to learn how to make these really cute cakes. I'm so inspired the fact that she's not a baker, and she just figured out how to do it on her own. Rachel Burke is an artist in Australia. She's making these pieces that seems so over the top to some people, but they are so amazing and so unique. Hilton Carter, who is a plant stylist. He's just made plants cool. I love the fact of when somebody can make something that seems so ordinary, so extraordinary. Finally, Jonathan Adler, who was an OG in the modern design world, not only with his ceramics and his stores all over the country, but also, he does so many licensing projects with other brands that it's very inspiring for me as somebody who also does licensing. Now, what do these five people have in common? This is the point of this exercise because you can start to see based on who you pick. For me, when I looked at this list of five people, everybody has a very specific aesthetic, and they're owning it. They are owning their style, they are owning their voice, they are owning what they are all about. So it's a reflection and a reminder to me, hey, Joy, don't try to be everything to everyone. Remember who you are, remember what you're good at, and remember what you can bring to the table. So show me who your five are. Share it in the project gallery, I really want to see who is inspiring you right now. We've talked about kicking self-doubt. Let's dive into knowing who you are. 4. Know Who You Are: We've kicked self-doubt. Next step is to know who we are and what we bring to the table. As you get more confident in what you can offer, when you remind yourself what you can offer, you will be so much more ready to tackle going after all of the new things that you want to go after. So in your workbook, I want you to look at some of the questions that I'm asking you, and I want you to think about them. Feel free to pause when you need to, but let's go through them. The first one is the classic elevator pitch, but I hate that word because it sounds so cheesy so the way that I'm asking you about it is, if you met somebody at a party, what would you tell them that you do? Here's the thing. I came up with this question because I always have this problem. Especially when you're a creative person, it can sometimes be hard to define what your job is, especially if you do lots of different things. Usually, I try to say something like, I have a lifestyle brand called Oh Joy. Half of what I do is design, where I work with brands on licensing projects, I help to design products that they carry in their stores, and half of it, is social media. I create content on social media and I work with brands to do fun videos and photos, and that usually gives enough of an explanation. So let me hear what you do. Next, I want you to think about what defines your style or work and what makes you special. This is going to come in handy later, when you're putting together your pitch because you really want to be braggy about what you do. You want to show people how you shine. One thing that I have to remind myself all the time is that you can't be everything to everyone. I know there has been some jobs I've had in the past, as a freelance graphic designer where I took a job from a company that aesthetically really wasn't mine, and you know what, it didn't go so well. I took it because it was a paycheck, and sometimes, you have to take a paycheck. But also, once you get more developed in your style and you know who you are, and you know where your work is really going to shine, it's going to help you be happier in the long run and your clients. What are some of your weaknesses in your work? These are some things that maybe you're not as strong at. Sometimes it could be a certain style that you can do, but maybe it's not as strong as another style, or it could just be some things that you're playing around with that maybe haven't been as developed yet. It's good to assess those things as well. Now, what are your strengths in your work? This part is going to come extra in handy for the pitch because we definitely want to focus on our strengths, whether that's a strength for these types of style of work we do, maybe we're an illustrator, and there's one style we're really strongest at, and one that we're still working on. This is where we're going to parse that out a little bit. These exercises are really meant to help you figure out who you are, what your work is, what your strengths are, and all the things that we're going to take later into building our pitch to show off to brands. Now we're going to start researching our dream clients. 5. Research Your Dream Clients: This is where we get into some really fun research about our dream brands. So here's the thing. You could totally send out pitches and examples of your work to anybody, to everybody if you want. But as somebody who has been an employer before, who has gotten resumes, who has gotten portfolios, who has gotten things sent to me, I can tell when somebody is sending something to me just for a shot in the dark, just to see if maybe I'm interested. But I can also tell whether they're not the right fit and when they really have not researched it. When they have no idea. So to me, it shows that you haven't done your research. It shows that you don't really know what the brand is about or maybe don't have a strong sense of your own style. So it doesn't help anything to send something out to a brand that does not feel like the right fit. So that's why I'd rather have you focus on the brands that really are the best fit for your work, and where you can bring the most value to them. This is going to increase our chances of not only getting noticed, but getting a response, and potentially, getting to work with them. I want you to think about what are the companies that you would love to work for or work with. This could be a list of 5, 10, 20. I've put some space here for you to write them down. Write down what they are, and also what value you can add. Now, this is a really great way to connect, not only what we're good at, what our strengths are, and then also thinking about how they relate to when it comes to these companies we want to work with. We've made our very first list of dream brands. Now, I want you to narrow down to your top five. These are the ones that feel like, "Yes, I still really want to work with them and yes, I feel like I have value to add." Then we're going to start doing some research. Have they worked with people like you before? Maybe you're a photographer. Maybe you're an illustrator. Maybe you're a surface pattern designer and you want to work with them on putting patterns on a brand sneakers. See if they've worked with other artists like you. See if they've worked with freelancers like you, because that will give you a sense of if they're open to it. If it's something that they do naturally. Now, just because they haven't, doesn't mean they won't, but it's good for you to know in the back of your mind, also gives you good context for a brand. If you eventually are going to talk with them, you want to know a little bit about their history and what they do. Now we're onto the next step of getting ready to think about actually sending them something. We need to figure out who the boss is, who is the person in charge of potentially hiring you, meeting with you, being interested in you? Is that a creative director? Is that a marketing person? Find the contact either on their website. You can poke around on social media. Sometimes I'll go on their Instagram to DMs and you can ask. Another thing you can do, which not a lot of people think about these days, is you can actually just call the company, get the phone number, somebody at the front desk or receptionist will answer. If you ask, most of the time, they will give you the contact. Write that down, find out where they're located, find out who the right person is, email, phone number, and you'll have that all here to reference back when you're ready to send out your pitch. You have your top list of the people and the brands you want to pitch to. If you need to, pause the video, fill that out, make sure you have everything you need because next we're going to start developing our pitch. 6. Develop Content For Your Pitch: I want to go over all the basics of the things that you need to go into your pitches. Now, number one, before we start this, you should already have a website which I think you all do, but if you don't, you need some web presence, whether it's your social media that shows off your work or a basic site. Next, we want to make sure that for our pitch, we have an About section. The About section is going to be, as you guessed it, about you. We want something short, clever, and clear, and also feel free to note anything else that makes you special. One thing you don't want to do here is tell your whole life story. We don't need to hear a huge long paragraph about your history of too many things. It's really about who you are right now in the work that you do and why you would be interesting to a brand. We want a photo of you. It could also be you doing your work. Let's say you're a mural artist and you're painting a mural, that's a great option as well. If you don't have a photo, get one taken. You can hire a professional photographer, find a friend who's good with a camera, something that speaks to your personality, that is clear, beautiful, does the job. Now, here is how I did my bio page. It has information about me as a designer, about my brand, and also what the brand is known for. Work samples. One of the hardest things sometimes for creatives to do is to edit down work samples. For this pitch, we're not showing our entire portfolio, that's what your website is for, that's what your Instagram is for. Here, we're going to narrow it down to about five to ten, and this is going to depend on how your pitch ends up coming together, but that's a good ballpark number. Also, make sure you are only showing work that you love. We've all done projects and work that maybe aren't our favorite things, but we did it because it was part of our job and it was a paycheck, but it doesn't mean it was our most favorite thing ever. Show only the things you love, because when you show those, you're going to get more of that type of work. But remember, we will also want to be able to customize it for each brand that we contact as it makes sense. Because let's say you're contacting a fashion brand versus an athletic brand versus an educational brand, we might need to show different work to different companies based on who we're reaching out to. Here, in this case, because I'm pitching to another brand to work with them on licensing products, I'm showing some of my favorites. This crosses different categories. You can see I have dog clothes, I have home decor items, I have tissue boxes, band-aids, luggage, shoes. This is the, hey, here's a summary of the work I've done before within this context. Now, here's a page that gives you an idea of what if you're reaching out to a specific brand in a specific category. These would be great examples to show if I was going to pitch to another clothing brand for something else or something similar, maybe it was a fitness brand for activewear, it doesn't have to be the same exact thing because you're not going to always have those examples. But anything that feels close, anything that feels like it has the general idea, is helpful for brands to be able to visualize. Now, what happens if you don't have examples within the category or within the type of work you want to do? That's okay too. Showing past work, as long as your work is concise and it feels like it has an aesthetic and it's cohesive, you are going to show the brand what you can do without it being an exact example. The show-off page, this to me is your social media on active accounts. Don't put it there if you haven't updated it, and also any press. That could be if you were included in a magazine, if you were written up on a blog, if there was some article written about you, or if you had your work in a gallery, you did some great show, anything to brag about. For some of us, I know it's super hard, but this is the place to do it. For me, it's focused mostly on magazines. I love magazines, I think it's so cool to be mentioned in one. I try to make sure it's a mix of different types of magazines. Also, here's another area that you can customize depending on who you're reaching out to. If I'm reaching out to a home decor magazine, it's pretty cool that I was on the cover of Domino, but if I'm reaching out to another genre, another category, you can customize it as it makes sense for them. Next, I'm going into my social media reach, which is part of my brag page. If you have a good social media presence, you should always put this in because these days, when brands look at your work, they're also looking at what you can bring to the table. If they want to work with you and it's something where they want to launch a collection or do something public with you, they want to know that you can bring your audience to this as well. This page for me is our demographics page, it shows our audience, who we can reach. This may or may not be relevant for you, but know that it is helpful. If you are a content creator or an influencer and you're trying to reach out to brands to show them, hey, I reach this audience of this gender or this age range. Here's another page that you don't need right now, but at some point in the future could be really helpful for you. I gathered this page of testimonials from past partners, clients, brands that I've worked with, who had great things to say about me and my company and our time working together. Finally, some information that tells people how to contact you directly. You won't believe how many emails I've received with people's pictures, that have no contact info, no website, it just tells me something but I have no way of reaching them. You want to make sure you list your email address, list your phone number if you do have one and you're okay with potential clients calling you there, make sure it is somewhere. It could be anywhere, right here. I have it on the very last page as a final ending page, but you can also put it on the front page, or some people like to put it throughout on every page, maybe in the bottom-right corner. Ideally, don't have a form only contact on your website. You want to make sure that there is something clear that if someone wants to contact you directly, they know your email address, they know how to get a hold of you. We've gone through what the content of your pitch should be, so now let's get into actually designing it. 7. Design a Digital Pitch: What we're going to go into next is pulling together all these components, all this information into a very first pitch. What you can see is, I've laid this out on Adobe InDesign. You can use whatever program works for you if you are familiar with InDesign or Illustrator or Photoshop, or if you're not necessarily well-versed in any of those, something like Canva is really great because it makes it really easy for you to be able to put together something on your own. This is formatted to be able to be printed out so that just in case someone gets it as a PDF, they want to see a physical version, even though you're emailing it, you're making in a format that makes it easy for them. I have mine 8.5 by 11, but it's horizontal, sitting this way. The very first page is just visual images that you get the vibe, you get the idea of who I am and what my aesthetic is. As you can see, I've created a simple, clean design. It's really about letting your work shine. Whatever your layout is, have something that feels cohesive, it feels intentional, but don't overthink it, focus on the work which is the star of the show. Now, this is my base PDF pitch. I call this the base because this is going to be like your template. This is going to be where you start, but the idea is that once you create yours, there are areas where you can customize it for every brand that you're reaching out to. For example, this page that has pieces from my most recent fashion collection. This is meant for a clothing brand or is meant for an apparel brand, but you can change this as you need to. The way that I've set it up is that it is easy to swap out these images for other images depending on what the category is and depending on who you're talking to. In your workbook, there's a page for you to sketch out your ideas for this digital pitch. Now, if you're somebody who likes to work on computer or who likes to go straight to computer like I do, feel free to start there in whatever program feels comfortable for you but it might be great if you just want to get your ideas out there or start a general template to sketch it out first. It's up to you. Regardless of what program you use, you're going to want to export this when you're done and it feels good to go as a PDF and also check the file size. Sometimes especially when the PDFs have a lot of images, the file size can get pretty big. Mine typically end up being 20 and 30 megs, which is a little bit too big to email. So what you can do in Adobe is make sure you save it in a lower resolution version. You don't want it to be so low that it looks pixelated on screen, but there's going to be some setting that you can figure out that's going to bring it down to maybe under five megs, that is a good size. It should still be clear on screen, but something that's very easily emailable. You want to make sure that it's very easy for everyone and nobody has issues opening it, because if they do, they're probably just going to ignore it and not even bother looking at it. Then what I like to do is I'd like to open it up in Adobe. I just want to make sure that everything has translated nicely, your images are there, your fonts are there. Save the file in a way that you can remember. Also, I like to put the year and the month as well because you will update it and you will inevitably have multiple versions, so make sure it's clear for you. It's also very helpful later in the future when you want to send out and they want to know when the last one was that you made. We've built out our digital pitch and now I want to show you how to translate that into a physical analog version. [MUSIC] 8. Design a Physical Pitch: We just created our digital pitch. Now, that was a great template and a great starter for now transitioning into making a physical version that we can send in the mail. Let me show you how. I'm taking my digital pitch, the version that I made, as a PDF, and now, I'm going to reorganize it a little bit into an accordion style booklet. So I'm taking some of the major pages, bringing it down into a smaller size. Then I'm going to mock it up onto a physical booklet. For me, the version that I did is based on bookmaking. I love making books. So this was how I translated mine into something that somebody can hold, look at, get in the mail. You do what makes sense for you. If you know how to collage, you know how to paint, you know how to do all different things, feel free to make it as long as it's something that can be sent in the mail. Here you have the printed pages from my physical pitch that I have printed out. I have my front cover, I have my bio page, I have a recap of some of my past work, I have examples of recent things that might be notable, and I have my notables press page. Also for this version, I have created a letter that is built in to my accordion style booklet. This is where I'm going to be able to change it every single time, depending on who I'm reaching out to. Everything that I use materials-wise, I already had at home. I'm using a printer, printer paper, I have my ruler, X-Acto knife, tape, various adhesives to attach to the printer paper to a slightly thicker card stock. So those are the things that I need. As you think about your ideas, think about your materials as well, and things that you might need. I cut out those pieces that you saw. I spent some time assembling it, and you can see my almost completed booklet that is one piece here. Now, the last piece I have goes right here, which is my customized letter. So I have this here. This is specific to someone I'm sending a pitch to. Again, I will use this as a template to customize it every single time for a different brand. So my last step will be to apply this, and then it will be finished and ready to go. Here's the last piece to assemble from my accordion style booklet for my physical pitch. Remember, the key thing is for your pitch to be memorable. I want to show you examples of things that I've received in the past that I have kept because they're just cool, they're inspiring in some way, and they showed me what that person can do. Now, most of these are printed on paper, but people used paper in such unique ways. Sometimes it was a thicker card stock. Well, this has a piece of tape on it. Sometimes they were small booklets. Sometimes it was a giant fold-out piece. You can do things with dye cut. Again, so many different formats, even just the way you change at the size of a standard booklet makes it feel extra special or the way you use black ink on colorful paper. It's a great way to show a miniature version of your portfolio to show people what you can do, and again, to show what you bring to the table. Now remember, you don't have to limit yourself to paper or printing things out or making a book, you can do whatever makes sense for you. Whether it's painting, whether it's a sculpture, whether you want to make a Jack-in-the-box, anything that would be fun, inspiring. The most important thing is to get their attention, show what you can do, and surprise them. One more thing to keep in mind, don't just send it in a white envelope, in a brown paper box. Let's make it special. Decorate that envelope. If you can do calligraphy, if you have some great hand lettering, paint on the box, do something that's going to stand out so that when people receive that package, before they even open it, they want to know what's inside. Now that we've finished the physical pitch, we're going to get ready to send it out. But before you do that, snap a photo, share it in the project gallery. I can't wait to see what you're working on. 9. Send Your Pitch Out: [MUSIC] Let's be real. It might take 100 pitches to land, ten solid connection. So let's make sure we give it a solid send-off. Sending off means crafting the perfect letter or email to make sure you're getting across what it is that you're wanting. Let's go through a checklist of things that are very important for this letter. Number one, you want the name of the person that you're contacting. We're not doing, 'To whom it may concern.' We're not doing. Dear, sir. Dear, Ma'am, none of that. We want the actual person's name. Next you want to make a connection to the brand. If you have a personal story or memory about the brand, here is your chance to share it. You want to share an intro to you. Who are you? What do you do? Next, say what you want. What is it that you're asking for? What is it that you want to do with them? I can't tell you how many emails I received that says, hey Joe, I'd love to collab. What does collab mean? I have no idea. If they don't spell it out, there could be so many possibilities. Don't leave it to the person who's receiving your letter to guess, tell them what you want. Finally, close it. Thank them for their time, tell them how they can connect with you. Is it your phone number, is your email, make sure you leave a website and any links to relevant social media. In the workbook, I've typed up a couple of sample letters for you to reference. The first one is going to be the very first contact point. Either that's written or typed out in your physical pitch or it's in an email if you are attaching a digital pitch. This is where you want all of those components that we just talked about. Here's an example, Dear Sophie. I've got the name there. I've been a big fan of Urban Outfitters since the mid 90s when I would beg my parents to let me drive into downtown Philly to go shop at your first flagship store. The brand resonated with me then and continues to today. Now, there's the personal connection. I'm a freelance graphic designer specializing in surface pattern design. I would love to share my work with you should you be looking to hire any surface pattern designers in the near future. Now here I combine two things together. I said who I am, what I do, and also what I want. I've attached a PDF of my work for your reference. I would love to meet in-person or virtually to discuss any opportunities. This part is telling you my call to action, but also the fact that I'm nearby and I can meet up with the person should they be interested in meeting. Thanks for your time and consideration. And then I've put a link to my website and my Instagram so they can easily find more of me should they be interested. Here we go. We have all the pieces, you are ready to send those pitches out. Now, it might make sense to send some only digitally. It might make sense to send some in the physical mail first and then follow up with the digital version. It's really going to depend on what you do and who you're contacting but I always say if the physical version makes sense for you and your work, definitely do that, because you can always send the digital version as a follow-up. Go out there, figure out how many is realistic for you to send on this first go. Is it five, is it ten, is it 50? Then do your first patch, wait a little bit, do another batch, and then just keep going. It can feel really vulnerable. You've put all this work and energy into crafting these pieces, into putting together a pitch, into putting yourself out there, and you're just waiting to see if somebody is interested, if somebody wants to work with you. It can be nerve wracking. I totally agree. What I want you to do is remember that this will pay off. You are going to get something in response. It might not right away be the exact thing you want, but I promise you that you will get somebody coming back to you, with interests of some sort that you can turn into your next thing. Once you have this down, once you have this template and this format, it's going to be easy for you. Every single time you come across a new brand you want to work with, you want to work for, you can put one together for them, boom, and send it out. [MUSIC] 10. Create a Fanciful Follow Up: [MUSIC] It's been a week or two since you've sent out that email, that physical cool piece in the mail. What do you do? I know that I always think, how long should I wait? What should I do? I usually say give it two weeks from the time that you've sent something out that you know somebody has received. Give it two weeks before a follow-up. You do want to follow up because you know what, you really never know if someone got your email lost in their spam folder, if that piece of mail is just sitting on their desk and they haven't opened it, so it's a good reminder. You know what? You don't know if you don't try. Check out the workbook for a sample follow-up email that I have crafted as an example for you. It's short and sweet and simple and it gets to the point, and just reminds them, hey, I'm here, I'm still interested. Now, what do you do? You are getting a response. You get a call or an email from someone who has received your pitch and is interested in working with you. Now, amazing news, of course. Best-case scenario, yes, Joy, we want to work with you, we're going to do exactly what you said, let's get going, here's a contract. It's going to happen, but there's also stuff in the middle that happens. Sometimes people come back to you and they say, hey, we got what you sent, it's super cool, we love it. We don't really have a project right now, we don't have space for a collaboration right now, we don't have budget right now. These are all words you've heard before, but at least they know who you are, they now know your name, they now know your work. Great. Make sure when you're responding, you show interest, you show appreciation, and also keep them in mind. If somebody has shown interest in you, it's okay for you to come back to them in a month, in a couple of months, in the next quarter and say, hey, just checking back to see if things have changed, to see if you need a designer, to see if you need a photographer, to see if the marketing budget has changed and they now want to work with you as a content creator. Remember, it might not happen right away the second they receive your pitch, but the fact that they've noticed you is amazing and it's something that will help you to come back and keep fresh in their mind when they are ready to work with you. [MUSIC] 11. Final Thoughts: [MUSIC] You've made it to the end of the class. I'm so proud of us. We have deep-dived into our brands. Figured out who we are. Researched the brands you want to work with. We've created a couple of different versions of pitches. We've sent them out into the world. I guarantee you so much is going to come of it. Now, remember all the work that we've put into this, the research, the brainstorming, the physical, tangible, putting together of this pitch. This whole process is about [inaudible] . We can do it over and over again. That's not just making multiple copies or sending out 100 different versions. It's also the idea that it will evolve as you grow, as your brand grows, as you change what you want to do. The pitches that I put together back in 2001 when I just graduated from college, look way different than ones I'm putting together today but all the components are the same. The things I'm getting across are the same but what has evolved is who I'm contacting, what it is I'm asking for, what are the things that I want to put out there into the world that I want to do. This process is going to be something that's going to change the way that you approach getting work from now going forward. It's going to make you more proactive, it's going to make you dream bigger, and it's going to make you realize that you have to ask for what you want, and you can't wait for people to come to you. No matter what your art form is, what your EDM is, what type of work you do, you can apply that to your pitches. Don't forget to share with me in the project gallery all the things you're working on. I can't wait to see what comes from all of your amazing pitches.