The “Soft Pitch” Script: How to Bring Up Money Without Feeling Like a Car Salesman

I need to tell you something. And you’re not going to like it.

You’re not losing sales because your work isn’t good enough. You’re not losing sales because the market is saturated. You’re not losing sales because the algorithm hates you.

You’re losing sales because you never actually ask for them.

I watch creatives do this dance every single day. Someone DMs “Do you do commissions?” and you reply with “Yes, I’d love to!” and then… nothing. You wait for them to ask about price. They wait for you to tell them. And you both just stand there in the digital equivalent of an awkward party where nobody wants to refill the dip.

Or worse, you bury a “shop here” link in your bio like it’s a dirty secret. You send a quote with seventeen apology paragraphs. You say “no pressure at all” so many times that the client starts to think maybe there should be pressure.

Here’s the thing. Asking for money isn’t pushy. It’s helpful. Clients want to know what things cost. They want to know how this works. They’re just as uncomfortable bringing it up as you are.

So stop dancing. Use the Soft Pitch. It’s direct, warm, and doesn’t require you to wear a nametag or learn any handshake jargon.

Three scripts. Three scenarios. Use them word-for-word until they feel like yours.

Scenario #1: The DM That Says “Do you do commissions?”

This is the most dangerous moment. Because your instinct, your sweet, creative, people-pleasing instinct, is to say “Yes! I’d love to! What are you thinking?”

Don’t do that.

That hands all the power to someone who doesn’t know what things cost. They’ll say “something small” and you’ll say “okay” and three weeks later you’ll be drawing their dog in a space helmet for seventy dollars and hating yourself.

Instead, say this:

“I do. About half my work is commissions, actually. To save us both time, most commissions land between $X and $Y depending on size and detail. Does that feel like what you had in mind, or should I send you a few examples and a proper quote?”

Why this works: You gave a real number. You didn’t apologize. You created a gate, either they say “oh, that’s more than I thought” (good, you just saved a week of back-and-forth) or they say “that sounds right, send the quote” (good, they’re qualified). You just saved yourself from the “I have no budget but lots of exposure” crowd.

Scenario #2: The Discovery Call That Ends and You Need to Send Pricing

You just had a great call. They laughed at your jokes. They loved your ideas. You hung up feeling like soulmates.

And now you have to send an email with a number. And your stomach is doing that thing.

Here’s what most creatives write:

“Hi! It was so great to chat. I’ve put together a rough estimate based on what we discussed. Please don’t feel any pressure, totally open to adjusting. Let me know what you think! 😊”

Stop. Just stop. You’re apologizing for existing.

Instead, say this:

“Great talking earlier. Here’s the proposal based on what you said matters most: [problem you’re solving]. The investment is $X. That includes [2-3 key deliverables] and [1 thing that makes you different, like revisions or a fast turnaround]. If that works for you, just reply ‘yes’ and I’ll send the contract. If you want to adjust the scope, tell me what to cut or change.”

Why this works: You led with their problem, not your feelings. You said “investment” (true) instead of “price” (cold). You gave a clear next step. You didn’t apologize. And you opened the door to negotiation without sounding desperate. Confidence sells. Hesitation kills.

Scenario #3: The Past Client Who Says “I’d love to work together again”

This should be the easiest sale in the world. They already like you. They already paid you. They already know you’re not a scammer.

And yet, most creatives blow this by being either too vague (“That would be amazing, let me know what you need!”) or too awkward (“I’d love that too, my rates have changed a little but we can talk…”).

Instead, say this:

“That makes my day. I loved working on [previous project]. What are you thinking this time, same kind of thing or something different? Just so you know, my starting point for projects like that is now $X (up from $Y last time), but I’ll honor our old rate if we book within two weeks. Want to hop on a quick call or just tell me what you need here?”

Why this works: You honored the relationship. You named the price increase directly (they appreciate honesty more than surprises). You gave a discount window that creates a little urgency without being gross. And you left the door open for either a call or a text-based conversation. Past clients are gold. Treat them like it.

The Fill-in-the-Blank Template You Can Steal Forever

Here’s a master template. Keep it somewhere. Notes app. Sticky note on your monitor. Tattooed on your arm. Whatever works.

“Thanks for asking. Most [your service] for [your niche] land between $___ and $___, depending on [one variable, like size or complexity]. Happy to send a proper quote—just tell me a little more about what you’re looking for. Or if that range isn’t what you had in mind, no hard feelings at all. Just saves us both time.”

That’s it. No apology. No begging. Just clarity and a graceful exit if they can’t afford you.

The Part Where I Remind You That Money Is Not a Dirty Word

Look. I get it. You became a creative because you love making things, not because you love negotiating. But here’s the truth nobody told you: How you talk about money is how clients feel about your work.

If you’re weird about it, they think you’re insecure. If you’re clear about it, they think you’re professional. That’s not capitalism brainwashing. That’s just humans reading cues.

So use the scripts. Practice them in the mirror if you have to. Send the DM. Send the email. Say the number.

And stop apologizing for being a person who gets paid for their work.

Now go ask for money.

So yeah. Three scripts. One template. A whole new way of talking about money that doesn’t make you want to crawl under a table. My book Digital Marketing for Creatives, shows you not only how to build effective marketing systems, but it has pages and pages of useful strategies, just like the above.

I wrote it because I got tired of watching brilliant designers and illustrators and writers lose gigs they deserved simply because nobody ever taught them the words or strategies. It’s really affordable, too. Way less than the anxiety spiral you’ll have tomorrow when another DM comes in and you freeze up again. Buy it. Don’t buy it. But if you send one more “no pressure at all 🥺” email without reading it, I’m coming to your studio and taking your favorite pen.