Let’s face it: cold pitching can feel like throwing emails into a deep, dark black hole.
If you’ve been pitching brands and hearing crickets, you’re not alone — 67% of the creators we surveyed struggled to land their first paying client too.
But here’s the good news: pitching doesn’t have to be guesswork.
We’re breaking down a pitch formula you can use with confidence. A pitch formula that gets paid UGC deals (including ready-to-use templates and mistakes to avoid). Sound good? Let’s dive in.
What is a UGC pitch?
Going right back to basics, a UGC pitch is a cold email sent to the decision-makers at brands or agencies to offer your services.
It (should be) short, direct, and focused on how you can help their brand. It might look something like this:
How to craft the perfect UGC pitch
No two pitches should look the same, but they should all follow a similar format.
Think of it like baking a cake. Each cake will be unique, but the ingredients are always the same. If you want a high-converting pitch that leaves the right taste in a brands mouth, you’re going to need to include the five key ingredients:
1. STRONG SUBJECT LINE
There’s no point baking a cake if someone isn’t willing to taste it. 75% of emails never get opened.
Your subject line determines if yours will. Make it short, relevant, and enticing.
Bad Examples:
- “URGENT: Open Immediately”
- “Fwd: Fwd: Fwd: UGC Opportunity”
Better Examples:
- “Boost your ROAS with fresh UGC”
- “I have a few ideas for [Brand Name]”
2. PERSONALIZED INTRODUCTION
I’ll hold your hand while I say this.
A brand doesn’t care about you — they care about what you can do for them.
Show them you’ve done your research by referencing a recent campaign, product launch, or common pain point.
Example: “I saw your latest ad for [Product Name] and loved the messaging, but I think there’s an opportunity to test a new angle that could drive even results for [different demographic].”
3. THE VALUE PROPOSITION
Tell them how your content will solve their problem.
Spoiler, you’ll need to know what their problem is before you can do that. Remember that research? Here’s where you use it.
Will it help them reach a new audience? Drive higher conversions? Strengthen brand trust? And be specific. Brands want to know what’s in it for them. Instead of just saying, “I create UGC,” explain the impact: “I create high-converting UGC ads that help brands like yours increase ROAS by 30%.”
Example: “An obvious pain point for [target audience] is [X]. I have a few content ideas that could position [Brand/Product] as the perfect solution—want me to send them over?”
4. PROOF OF CREDIBILITY
Brands get hundreds of pitches.
Give them a reason to trust you. This can be past client results, social proof, or a portfolio.
Example: “I’ve worked with [Brand X] and [Brand Y], helping increase their ROAS by 30% through optimized UGC ads. Here’s my portfolio: [Portfolio Link]”
5. A CLEAR NEXT STEP
Make it easy for them to respond.
Instead of asking for a call upfront, focus on keeping the conversation going. Give them a reason to reply.
Instead of a vague “I’d love to work together,” make replying easy with a clear, low-friction call-to-action.
Better CTA Examples:
- “Can I send over a few ideas?”
- “Have you tried X before?”
Pro tip: Always include direct contact details, your portfolio, and optionally a Calendly link if you offer UGC discovery calls.
Common pitching mistakes (and what to do instead)
COPY/PASTING GENERIC EMAILS
You’d be shocked at how many generic copy-paste pitches brands get.
Some don’t even bother changing the brand name (yikes). Taking a little extra time to research the brand and personalize your email goes a long way. Mention their recent campaign, product, or brand values.
It shows you care and sets you apart from the mass send-outs.
MAKING IT ALL ABOUT YOU
Brands don’t actually care about you, or your UGC journey.
They care about what you can do for them. Instead, focus on the brand’s needs.
Lead with how you can solve a problem or improve their content strategy.
NOT CONSIDERING WHO YOU’RE PITCHING TO
Not all brands are the same. Tailoring your approach will increase your chances of success.
Small brands:
- Focus on organic content and social proof.
- Highlight how your UGC can help them compete with bigger brands.
Big brands:
- These brands want data-driven results and strong proof of performance.
- Highlight ROAS, engagement rates, or other conversion metrics.
Agencies:
- Agencies need reliable, high-quality creators for multiple brands.
- Emphasize your professionalism, quick turnaround times, and versatility.
DOING THE ONCE AND DONE
Brands are managed by people.
People are busy, and emails get buried. A polite follow-up after 5–7 days can significantly boost your response rate. It’s easy to feel like you’re pestering someone by following up, but we can almost guarantee you’re not.
Track your pitches and if a week goes by without a response, bump it back up to the top of their inbox.
Pitch template
💭 Final thoughts
Mastering the art of cold pitching won’t happen overnight, but improving your approach—even slightly—can lead to more responses and better brand deals.
Remember, every brand won’t want the same cake. Take the ingredients, and then give them not just what they want, but what they need.
📝 TL;DR
✅ Personalize your pitch – Brands can spot a copy-paste email from a mile away. Do your research.
✅ Be specific – What do you offer, and how does it help them? Make it clear.
✅ Offer something upfront – A simple idea or insight can make all the difference.
✅ Make it easy to contact you – Include your email, portfolio, and links.
