Pitching is part of being a working photographer, whether you like it or not. But if your inbox is full of unanswered emails (or polite no’s), you’re not alone.
Here’s the truth: most photographers pitch the wrong way. They use the same template for everyone, focus too much on themselves, and forget the one thing that matters most: value.
This post is your honest guide to what you might be doing wrong, and how to fix it.
✧ 1. You’re Not Studying Who You’re Pitching
Before you ever hit send, ask:
- What does this brand care about?
- What kind of content do they already use, and what’s missing?
- What’s their tone? Polished and professional, or warm and playful?
If their entire brand identity is clean, corporate, and quiet, don’t pitch with emojis and exclamation marks. If they’re known for edgy, creative campaigns — don’t send a stiff, generic paragraph.
Sample line:
“I’ve followed your campaigns for a while and love how you spotlight simple moments with a human tone. I’d love to help you build on that.”
Pitching is 50% research. The other 50% is how well you use it.
✧ 2. You’re Sending the Same Pitch to Everyone
Yes, it’s tempting to copy-paste. It saves time. But it rarely works. Brands can smell a generic pitch from the first sentence. It doesn’t make them feel seen. It doesn’t make you stand out.
Instead:
- Use the brand name
- Reference something they’ve done that you genuinely like
- Write one sentence that clearly shows: I made this just for you
Swap this:
“Hi, I’m a freelance photographer and I’d love to collaborate.”
For this:
“I recently saw your ‘Escape Locally’ campaign, and it immediately sparked an idea. I’d love to bring to life for your fall collection.”
✧ 3. You’re Talking Too Much About Yourself
Here’s the thing: they didn’t ask for your pitch. You’re the one initiating the conversation, so keep it focused on what they get, not who you are.
Instead of writing 6 sentences about your passion for photography, flip the lens. Show them what’s in it for them.
Sample line:
“I help brands tell more emotionally resonant stories — the kind that stick longer than a scroll. I’d love to show you how that could look for your next campaign.”
Make your value clear. Don’t make them work to figure it out.
✧ 4. You’re Sending a Wall of Text (and Too Many Files)
Most people are skimming their inbox between meetings. Respect their time.
Do this:
- Keep your email short (3–5 sentences max)
- Include one strong, relevant link — your online portfolio or pitch deck
- No attachments. They slow things down and often get skipped entirely
Sample line:
“Here’s a short project deck that shows how I’d approach this.”
Make it easy to say yes — or at least to keep reading.
✧ 5. You’re Pitching “Photography,” Not a Project
Saying “I can take photos for your brand” is not a pitch. It’s a vague offer.
Brands want ideas. They want to know you’ve thought about their story, their style, and how you can solve a creative problem.
Instead, pitch a concept:
- A mini-series idea
- A campaign with a theme or message
- A format (e.g., cinematic stills, documentary-style, behind-the-scenes series)
Sample line:
“I’d love to create a 3-part photo essay that captures your new product line in use. Think real people, in real places, with a documentary edge.”
✧ 6. You’re Not Showing Effort
If you send a one-line pitch, brands can tell. If you send a thoughtful, personalized deck — even if they say no — they remember you.
Don’t expect anyone to invest in you if you haven’t invested in them first.
Show them:
- You’ve read their work
- You’ve crafted a concept
- You care about what they care about
Sample line:
“You’ve built something beautiful — and I see how hard you work to tell meaningful stories. I’d love to help support that visually.”
✧ 7. You’re Taking Rejection Personally
Sometimes, the pitch is great — and they’ll still say no. Or worse: they won’t say anything at all. It might be about money. Timing. Internal priorities. Or maybe they didn’t read your email. Don’t spiral. Don’t stop.
Fall in love with rejection. It means you’re doing the work.
Sample mindset shift:
“A no is just a not-now. And every pitch you send gets you closer to the one that says yes.”
✧ Final Thought
Pitching is a practice of attention (and patience). The more you care, the more it shows. And the more it shows, the better your chances of getting hired.
So do the research. Personalize every pitch. Offer ideas, not just services. And remember: it only takes one yes to change everything.
MELISSA MARTINSEN 