How to Craft a Short, Compelling Pitch for Your Handmade Brand

What to Include, What to Avoid, and Best Practices for Getting Noticed

If you’re a handmade seller looking to get your products featured in gift guides, blogs, or press mentions, you need to know how to write a pitch that gets noticed—and fast. With editors, bloggers, and journalists receiving countless emails daily, the key to success is crafting a short, compelling pitch that stands out.

But what exactly makes a pitch work? What should you include, and what should you avoid? Let’s break it down.

What to Include in Your Pitch

When pitching your handmade brand, your goal is to quickly capture attention and communicate your product's value in a concise, engaging way. Here’s what to include in your pitch:

1. A Hook That Grabs Attention

Start your pitch with a strong hook. This could be a unique feature of your product, an interesting backstory about your brand, or a seasonal tie-in. Whatever you choose, it needs to grab the reader’s attention and make them want to keep reading.

Example: "Looking for eco-friendly gifts under $50? My handmade, all-natural soy candles have been a bestseller this season and are perfect for conscious shoppers."

2. A Brief Overview of Your Product

Next, introduce your product. Keep it concise but highlight what makes it special. Is it sustainable? Customizable? Made from unique materials? Focus on the key benefits that set your product apart from others.

Example: "Each of my candles is handcrafted using 100% natural wax and essential oils, offering a clean burn and calming scent. Plus, they come in reusable glass jars to reduce waste."

3. Why It’s a Perfect Fit for Their Audience

Make it clear why your product is a great fit for the specific gift guide, blog, or feature you're pitching to. This shows you’ve done your homework and understand their audience.

Example: "Your readers who prioritize eco-friendly, handcrafted gifts will love the aesthetic and quality of these candles, perfect for creating cozy vibes during the colder months."

4. A Call to Action

End your pitch with a clear call to action. This could be an invitation to learn more, feature your product, or even sample it. Make sure they know what to do next.

Example: "I’d love to send you a sample or provide more information if you think my candles would be a good fit for your upcoming gift guide!"

What Not to Do in Your Pitch

There are a few common mistakes that can cause your pitch to fall flat or get ignored. Here’s what to avoid:

1. Being Too Long-Winded

Keep it short! Journalists, editors, and bloggers don’t have time to read a long, detailed email. Stick to a few concise paragraphs that get straight to the point. A pitch should be no more than 4-5 sentences long.

Avoid: Long-winded descriptions, irrelevant details about your entire business history, or unnecessary jargon.

2. Sending a Generic Pitch

Don’t send the same generic pitch to everyone. Tailor each pitch to the specific outlet, making it clear why your product is relevant to their audience. Editors and bloggers can spot a mass email a mile away, and it decreases your chances of getting featured.

Avoid: Copy-pasting the same pitch to different outlets without customization.

3. Overselling or Exaggerating

Be authentic. Don’t overpromise or exaggerate claims about your product. Editors want real, relatable content, not over-the-top sales language. Let your product’s unique qualities speak for themselves.

Avoid: Phrases like “This is the BEST product you’ll ever find!” or “You NEED to feature this or you’ll regret it!”

4. Forgetting to Include Contact Information

Make sure you provide a way for the recipient to easily contact you. Include your email, website link, and social media handles in your signature so they can explore your brand further.

Avoid: Sending a pitch without contact info or a clear way to follow up.

Best Practices for Crafting a Pitch

Here are a few additional best practices to ensure your pitch gets the attention it deserves:

1. Personalize Your Pitch

Take a few extra minutes to personalize your pitch to the recipient. Use their name, reference their blog, or mention a past post or feature you enjoyed. This shows that you’re not just blasting emails but genuinely interested in their platform.

Example: "I loved your recent gift guide for eco-friendly products and thought my soy candles could be a great fit for your upcoming holiday guide."

2. Use a Strong Subject Line

Your subject line is the first thing the recipient sees, so make it count! It should be clear, to the point, and give a reason for them to open the email.

Example Subject Line: "Eco-Friendly Handmade Candles for Your Holiday Gift Guide"

3. Follow Up (Politely)

If you don’t hear back after your initial pitch, don’t be afraid to follow up politely. Sometimes emails get lost or overlooked, and a gentle reminder can bring your product back to the recipient’s attention.

Example Follow-Up: "Hi [Name], I wanted to follow up on my earlier email about my handmade soy candles. I’d love to chat further if you think they’d be a good fit for your gift guide!" Want to create a more detailed pitch deck but don't know where to start? I've got you covered! Check out Pitch Perfect, my mini course packed with best practices, tips, tricks, and a template to help you craft the perfect pitch in an hour or less. Whether you're pitching to retailers, investors, or media outlets, this course will get your presentation pitch-perfect in no time!

Conclusion: Crafting a Pitch That Stands Out

Crafting a short, compelling pitch for your handmade brand is all about being clear, concise, and personal. Focus on highlighting what makes your product unique, why it’s a perfect fit for their audience, and keep your message authentic. By avoiding common pitfalls and following these best practices, you’ll increase your chances of getting featured and growing your brand’s visibility.

Question: What product will you pitch next, and how can you tailor your pitch to make it irresistible?