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This past month inside the Art Brand Alliance, we gathered for “Pitch Perfect”, a presentation by longtime ABA member Maayan Alper-Swan, all about pitching your work.
Maayan distilled her many years of experience with pitching into this informative, reassuring, and encouraging 90-minute master class.
For all who feel anxious around the idea of pitching to potential clients and licensees—especially “cold” pitching—Maayan’s guidance is just what the doctor ordered. (The replay is available on-demand inside the ABA member network.)
I love how Maayan reframes the negative associations many artists have around pitching, assuring everyone that…
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Pitching isn’t begging.
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It isn’t interrupting.
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It isn’t imposing.
In fact, it’s part of a mutually-beneficial relationship. Companies need artwork. Art sells products. And when there’s alignment, everyone benefits.
Maayan’s presentation covered practical considerations like:
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What’s the right length for a pitch email?
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Should you attach files? (Spoiler: Maayan says “no,” and she explains why.)
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How do you tailor visuals to the recipient?
What makes this event even more valuable is the conversation that follows Maayan’s presentation—when ABA members share their questions and their own experience with pitching.
What emerges is so much more than tactical. It’s about mindset.
Members talk about starting before you feel ready. About how easy it is to wait for a “perfect” portfolio moment that never quite arrives. About how pitching is less about a single high-stakes email and more about long-term visibility—about reminding people you exist.
One theme that surfaces again and again: pitching is human. It’s not templated. It’s not copied from someone else’s swipe file. It’s not stripped of personality in the name of professionalism. In fact, the opposite. The more your outreach reflects your voice and your point of view, the more likely it is to resonate.
There’s also a refreshing honesty in the room. Even seasoned artists here admit that pitching can still sometimes feel daunting. But over time, as they’ve gotten more strategic—more thoughtful about fit, more specific about the kinds of products and companies they’re targeting—their response rates have improved. And perhaps most importantly: they’ve gained a sense of momentum.
The session doesn’t end with inspiration alone. It flows naturally into plans, accountability, and shared energy around actually doing the outreach. Our Ally Nicole Ray has even stepped up to lead a new series of co-working sessions for members who want to work on their pitching and other forms of marketing together.
That’s something I greatly appreciate about this community. We don’t just talk about growth—we support each other in taking action. 🙌
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