What I've learned from direct pitching
Oct 29, 2025
by Caroline Petersen, GDS Founder
I’ve been on both sides of the pitch. I’ve sent cold outbound messages, and I’ve received them—endlessly. And I’ll be honest: I didn’t get it right at first.
Being on the receiving end has been eye-opening. Most pitches feel the same: robotic, too long, and full of vague promises like “we can help you get more leads” or “sell more.”
What Actually Works (for me)
Personally, I rarely open InMails or pick up the phone for numbers I don’t know. But some LinkedIn connect messages—or even the occasional outbound email—do catch my attention.
One recent example: a fractional CFO company reached out over email. Their subject line was clear (not necessarily clever), the message was short, and they used bullets to lay out their capabilities. More importantly, it was educational—they explained why their service mattered for small business owners. It wasn’t pushy, just helpful.
That’s the kind of pitch that sparks my interest.
And if we’re talking LinkedIn connects, the bar is even simpler: keep it short, make it personal, and focus on starting a connection—not forcing a sale.
The few messages that have worked for me all share the same qualities:
- They sound human. Not corporate. Not robotic.
- They’re clear and straight to the point.
- They tell me what they can do for me.
No calendar links. No long paragraphs (seriously, I don’t have time). No pressure. Just clarity and connection.
The Reminder I Needed
This has made me rethink how we message things for our clients. Because pitching isn’t about closing someone on the first touchpoint—it’s about sparking enough interest to start a conversation.
There’s no silver bullet. It’s about testing, learning, and making micro improvements every day.
And while I know this in theory, I needed the reminder: people don’t move from stranger → buyer in one click.
I was reminded of this recently while listening to Codie Sanchez on a podcast, where she brought up the infinity loop that reflects the real customer journey:
Awareness → Consideration → Purchase → Loyalty → Advocacy
That loop captures reality. The path isn’t linear, and it’s never instant. Which is why the first message should be about opening a door, not rushing for a sale.
My Takeaway
- Keep it short.
- Keep it clear.
- Keep it human.
- Don’t jump to “let’s hop on a call.”
Ultimately, when I reach out—or when I help clients with their messaging—I try to write the kind of message I’d want to receive myself. Short, clear, and human. That’s not just how you get in the door—it’s how you actually stay welcome.
Cold outreach isn’t dead. But it only works when it has context, when it sparks genuine interest, and when it earns the right for a conversation to follow.
So I’ll throw it back to you: what’s the best (or worst) cold pitch you’ve ever come across?
About Gallery Design Studio
What We Do
We help B2B and B2G tech companies explain what they do—faster, clearer, and more persuasively—through visual content that drives understanding and accelerates sales.
Why It Matters
Most content is too slow, too vague, or too complicated. We fix that by combining strategic design thinking with creative firepower—so the message lands and moves buyers forward.
How We Work
We move fast, but we think first. This isn’t a content vending machine—it’s a partnership. Expect a team deep in the work: noodling in Figma, building decks, storyboarding product videos, and pushing ideas forward before a brief even exists. We think like owners, not order-takers.
