Pitching your business, as a makeup artist.
OK - today is a topic I’m SUPER KEEN to write about. I wanna wedge a bet and say you guys aren’t pitching. Now don’t get me wrong, I didn’t either at the beginning of my makeup career, but actually, pitching myself and my business to the businesses and people I wanted to work with, ended up being huge for me. And you guys know, I’m on a mission to end gatekeeping here. So I present, my 11 tips on pitching, as a makeup artist.
Before I begin, a slight intro. What is pitching and why do we need to do it? Well, firstly you don’t. But I believe being proactive is what sets the amazing, booked businesses apart, from the businesses that are perhaps slightly emptier in their calendar. The opportunity to pitch can come up in many different ways for makeup artists, such as:
You may need to pitch an amazing photographer for a test shoot idea you have
You may dream of working with a particular beauty brand for content, and want to use some of their products to create said content
You may want to work with a magazine, or an agency and need to put YOURSELF forward.
So you can see, there are many reasons we need to pitch ourselves and our business at some point. On average I make about 5 pitches a week. Yep, you read that right. And I’ve been doing that since 2017. Pitching is responsible for a lot of the big “yes” responses I have received in my time, and some bloody big jobs. But don’t get me wrong, I get about 100 no’s a week as well. So I’ve learnt a thing or two about the pitching game. Here are my top 11 tips!
Know Your Value.
Before you even start pitching, take the time to understand and embrace the value you bring to the table. Identify your strengths, skills, and what sets you apart from others in your field. Confidence in your abilities will shine through in your pitch. As my own mentor told me, you have to have the absolute inconceivable notion, that you will not fail. THAT is the confidence you need to bring to the table. So know, WHAT are you pitching, and know WHAT you are offering too. A pitch, is not the time to play small, so when entering a pitch conversation, put that BIG BUSINESS ENERGY hat on.
2. Tailor Your Pitch.
Remember, one size does not fit all when it comes to pitching. You absolutely HAVE to customise that email for WHO you are pitching to. As an Agency Owner, I myself, know exactly when an email has been written with love, when artists pitch me. I know exactly when that email has been sent to 1000 other agencies too. Be different. Be yourself. Be memorable. Don’t blend in, don’t be boring or overly professional. I know - don’t be professional you say! But trust me, I’m 1000x more likely to remember the pitch from the girl who shined with excitement at emailing me and her messaging and words were lining up with my own, than the very obvious, cookie cutter, overly presentable email. Don't be afraid to infuse your pitch with your unique personality. Let your passion and enthusiasm shine through. People connect with authenticity, so be genuine and let your passion for your work drive your pitch.
3. Stories, sell.
Storytelling is a powerful tool in pitching. OK think about Tik Tok, we all watch Tik Tok right? I’m more likely to watch a day in the life, from someone narrating it, someone who starts off their video with something compelling, as opposed to the lofi, slow, soft, sensitive, no storytelling version. You’re probably gonna watch the get ready with me, if they are telling a story throughout it right? Weave a narrative around your business that captivates your audience. Highlight your journey, challenges you've overcome, and how your creativity has led to outstanding results. People connect with stories, so make yours memorable. This is particularly powerful, when it comes to if you are pitching ideas for content creation, to PR companies.
4. Keep it Concise.
Wanna know how many emails I have a day? Honestly, too many. And my VA will tell you, very often my responses to both her, and in email are SHORT. Not because I’m rude, because trust me, those short responses are always sent with a smile and a few exlclamaton marks and emojis. But you are talking to one of the most time poor people and each email takes a little bit more of my decision and communication capacity. So for me, those emails HAVE to be concise. I gotta know what you wanna say, what you need and who you are instantly. Attention spans are shorter than ever, so make every word count. Keep your pitch concise and to the point. Clearly communicate your value proposition and the benefits clients can expect from working with you. Avoid overwhelming them with unnecessary details and only storytelling, with a few sentences MAX.
5. Showcase Your Portfolio.
Your work speaks for itself, especially in this industry. A picture, always says more than a paragraph explaining what your style of work is. Build a strong portfolio that showcases your best projects and demonstrates the breadth and quality of your creative skills. Put this into a PDF document, and compress it, so it’s nice and easy to send (Adobe have a free PDF compression tool!). Visuals are powerful, so let your work do the talking and leave a lasting impression. I know, if I receive a PDF portfolio, I instantly can get a feel for that artists work. It’s the same with media packs, if someone wants some PR, put those stats INTO something visual.
6. Make it about THEM.
The golden rule of pitching - make it about them. What is in it for them? Are you pitching a wedding planner, for a styled shoot idea? Tell THEM the benefits they should expect to receive! Are you pitching a beauty brand, for a cool content idea you are cooking up? Tell them what ASSETS they should expect to receive and share from their side. Are you pitching a beauty brand your portfolio, in the hopes of working with them? Email and ask to test with them for free first, ask to shoot some content for them, or give them an idea that you think would work for their company.
7. Do your research.
Perhaps the easiest and most cliche tip, but know who you are pitching to! Go on Linked in and look for the exact person you need, from producers, to marketing managers to PR’s. Establish a connection with them first on LinkedIn, pitch them in the DM’s there and try to grab their email. Get in their network of connections. Find WHO you need, instead of sending a “Hey X Team” email. This will pay off tenfold.
8. Provide Social Proof.
Clients are more likely to trust you if they see evidence of your past successes. Include testimonials, case studies, or references from satisfied clients in your pitch. Social proof reinforces your credibility and builds trust. This isn’t a time to ramble about yourself and achievements, all you need is a simple sentence explaining a previous pitch, and what went really well. Something like “I also worked with X brand, on X idea that I pitched to them, and it turned out X results.” That’s all you need to satisfy their confidence in you.
9. Metrics.
All brands and businesses, want to know the stats. After all, they are a business too - and when pitching, they want a result from whatever it is you are offering. So include a media kit, with your stats. Put previous clients you have worked with, your engagement rate, your podcast listen rate, your downloads, your followers, your listens, your views. Put everything down. Full disclosure is the way forward, even if you are a smaller creator or makeup artist. Really invest some time in making a media kit, particularly if you are going to be pitching a lot!
10. Offer Customization and Collaboration.
Clients appreciate tailored solutions. Show that you're willing to customize your services to meet their specific needs and that you are open to ideas and ways to collaborate. This is your IN, to work with them more in the future. Provide options or packages that can be adjusted to fit their budget, timeline, and requirements.
11. And finally, Follow Up.
Don't let your pitch be a one-and-done interaction. Follow up with potential clients after pitching. A polite and timely follow-up shows your commitment and keeps you at the top of their minds. Even if they don't choose you initially, they may consider you for future projects. Add them on Linked in, interact with them on Instagram. Don’t pitch and ghost (should I trademark that!). Pitch and pitch again.
Pitching your business as a creative is both an art and a science. It requires confidence, storytelling prowess, and the ability to connect with your audience. By implementing these 11 tips, you'll be well on your way to winning over clients, securing exciting projects, and propelling your creative business to new heights. Good luck!