The Pitch Pack. 10 templates we'd actually reply to.
10 email and DM templates we'd actually reply to.
Why this exists
Creators ask the same things over and over. "How do I reach out to brands?" "What do I even say?" "I've sent dozens of emails and got zero replies." "A brand offered me $50. How do I answer without losing the deal?"
We sit on the other side of those emails. We run creator programs for brands, including Tabs, where our creator videos reach 100M+ views a month. We read pitches every week. Most die in the first two lines, and for the same reasons:
- They're about you, not the brand. "I'm a passionate creator who loves..." We stop reading.
- They're too long. If it doesn't fit on a phone screen, it doesn't get read.
- No proof. No link to a video. We can't hire what we can't see.
- No clear ask. "Let me know if you'd like to collab!" isn't a next step.
Every template here fixes those four things. Short. About them. One link. One clear ask.
How to use them: copy, fill the [brackets], and read it out loud once. If it sounds like a robot, change the words until it sounds like you. Keep the structure.
1. The 5-line cold email
Use for: first contact with a brand you've never worked with.
Subject: [Product name] video idea for [their audience]
Hi [first name],
I noticed [specific thing: you're running video ads for X / you launched Y / your comments keep asking about Z].
I make [type of content: short UGC videos / honest routine videos] for [niche] brands, and I have an idea for [product]: [one-line concept, like "a 'what I eat before my 6am shift' video where it's the first thing I grab"].
Here's a similar one I made: [link]
Want me to send 2 more concepts and my rates?
[Your name]
[Portfolio link]
Why it works: line 1 proves you looked. Line 2 gives them a video they can picture. Line 3 is proof. Line 4 is an easy yes. "Want me to send concepts?" is easier to say yes to than "want to work together?"
Where to find the email: the brand's website footer, "contact" or "press" page, or LinkedIn for titles like "influencer marketing," "creator partnerships," "social media manager," or "growth marketing."
2. The DM version
Use for: brands that are active in their DMs, smaller brands, and founder-run brands.
Hi! I make [niche] videos and I think [product] would do really well in a [concept] video. Here's one I made for a similar brand: [link]. Who's the best person to send a couple of ideas and rates to?
Why it works: asking "who's the best person" gets a reply even when the DM is run by someone who can't hire you. They'll point you to the right email. Now your cold email is a warm one.
3. Follow-up #1 (4 to 5 days later)
Reply in the same thread so they see your first email.
Hi [first name], bumping this in case it got buried. I put together one more idea: [one-line concept]. Happy to send rates if either is a fit.
[Your name]
Why it works: you're adding something new, not just "checking in." A new idea gives them a reason to reopen the thread.
4. Follow-up #2 (7 days after #1, the last one)
Hi [first name], last note from me on this. If video content isn't a priority right now, no worries at all. If it's ever useful, my portfolio is here: [link]. I'd love to make something for [brand].
[Your name]
Why it works: it's polite, it closes the loop, and it leaves the door open. Brands do come back to these weeks later when budget opens up. After this one, stop. Add them to a "try again in 90 days" list.
5. Gifted-to-paid DM
Use for: a brand offers free product only, or you already did a gifted collab and want to go paid.
When they offer gifted:
Thank you so much for thinking of me, I love [product]! I'm focusing on paid partnerships right now so I can give each brand my full attention. For [brand], my rate for one [type of video] is [your rate], and that includes [what's included]. If budget is tight this month, I'm happy to start with one video and build from there. Would that work?
After a gifted collab went well:
Hi [first name]! The [product] video got [result you can show: X views / saves / comments asking where to buy]. I'd love to keep making content for you. For ongoing videos, my rate is [rate] per video, or [package] for [number] a month. Want me to send a few ideas for next month?
Why it works: you said yes to the brand and no to "free" in the same message. And you gave them a small, easy first step. Results from the gifted video are your best leverage, so lead with them.
6. The lowball reply
Use for: an offer that's too low, but you'd still like the deal.
Thanks so much for the offer, I'd love to work on this. For [deliverables they asked for], my rate is [your rate]. If [their number] is the budget, here's what I can do for it: [smaller scope, like "one video with organic usage only, no paid ads" or "one video instead of three"]. Which would you prefer?
Why it works: you never just drop your price. You trade. Less money means less work or less usage. That protects your rate for next time, and it shows you know what you're worth without being rude.
When to walk away: if they want the full scope, paid usage, and exclusivity at the low number, they're not short on budget. They're testing how low you'll go.
7. The bundle counter
Use for: they want one video and you'd rather lock in more, or they're asking for a discount.
Happy to do one video at [single rate]. If you'd like to test more angles, I also offer [3 videos] for [bundle rate], which gives you [different hooks / different settings / 3 ads to test against each other]. Most brands find one video isn't enough to learn what works. Want me to send the 3 concepts?
How to price the bundle: discount gently, not by half. A good starting point to test: 3 videos for around 2.5x your single rate. The brand saves a little. You get three times the work booked.
Why it works: brands running ads need multiple videos to test. You're solving their problem, not just asking for more money.
8. The rate-raise email
Use for: an existing client, when you're raising your rate. Send it at least 30 days before the new rate starts. 60 is better.
Subject: Updated rates from [month]
Hi [first name],
I've loved making content for [brand], especially [specific video or result].
Starting [date], my rate for new videos will be [new rate]. Everything we've already agreed stays at the current rate.
Because you've been with me from the start, I'd like to keep you at [current rate or a middle number] if we lock in [number] videos a month through [month].
Happy to jump on a quick call if that's easier.
[Your name]
Why it works: notice, a reason to stay, and a loyalty offer that turns a price increase into a longer commitment.
9. The retainer pitch
Use for: a brand you've done 1 to 3 one-off videos for, and they keep coming back.
Subject: Monthly content for [brand]
Hi [first name],
We've done [number] videos together, and [best result]. Instead of briefing me one video at a time, would a monthly package make life easier for you?
Here's what I'm thinking:
- [Number] videos a month
- [Number] hooks per video so you can test ads
- Delivered by [day] each month
- Organic usage included, paid usage at [rate or %]
- [Monthly price], paid at the start of each month
We could try it for 3 months and see how it goes. Want me to send a sample month of concepts?
[Your name]
Why it works: from the brand side, a creator who delivers on time every month saves us hours. You're selling reliability, not just videos. Upfront monthly payment also protects you.
10. The late-payment sequence
Use for: you delivered, they approved, and the payment date passed. Send these in order. Stay polite every time. You want to be paid, not to win an argument.
Day 1 after due date:
Hi [first name], quick note that invoice #[number] for [amount] was due on [date]. Could you let me know when payment is scheduled? Invoice attached again here.
Day 7:
Hi [first name], following up on invoice #[number] for [amount], now 7 days past due. Can you confirm the payment date, or point me to the right person in finance?
Day 14:
Hi [first name], invoice #[number] for [amount] is now 14 days overdue. Per our agreement, [late fee terms if you have them]. Please confirm payment by [date, 5 business days away]. Until then, I'll pause any further work, and [if your contract says so: usage rights to the content begin once payment is received].
Day 30:
Hi [first name], invoice #[number] for [amount] is 30 days overdue and I haven't received a reply. If payment isn't received by [date], I'll need to take next steps to recover it, which may include [the marketplace's dispute process / a formal demand letter / small claims]. I'd much rather sort this out directly.
What protects you next time: a contract with a payment date, a 50% deposit before you film, and final files sent after payment (send a watermarked preview for approval). This is educational, not legal advice. If a large amount is involved, talk to a professional where you live.
Your next step
Pick one brand you already use and love. Send template #1 today. Just one.
Then learn how to price what you're pitching, so when they say "send me your rates," you're ready.