The template above is why cold pitches fail — "I'm impressed by what
you're doing" is what everyone writes, and a dream client gets fifty of
those a week. A specific, non-spammy pitch does the opposite. Here's the
shape, written in your voice.

WHAT MAKES IT LAND
  1. A SPECIFIC OBSERVATION, not flattery
     Not "I love your brand." → "Your checkout asks for a phone number
     before email — that's the drop-off order most stores get backwards."
     You noticed something real. That alone beats 90% of cold pitches.
  2. THE INSIGHT IS THE GIFT
     Lead by being useful, not by asking. Give them one thing worth the
     read even if they never reply.
  3. PROOF, NOT CLAIMS
     One relevant result in one line. "Did this for a similar store,
     returns dropped 30%." No portfolio dump.
  4. A SMALL, SPECIFIC ASK
     Not "hop on a call." → "Want the other two things I spotted? Reply
     and I'll send them." Low friction, high curiosity.

THE STRUCTURE
  Line 1: the specific thing you noticed (their problem, seen)
  Line 2: why it matters (the cost)
  Line 3: proof you can fix it (one number)
  Line 4: the small ask

WHAT TO NEVER SEND
"I've been following you and I'm impressed." It signals template, and a
dream client can smell it instantly.

Tell me the client and what you noticed about them, and I'll write the
pitch in your voice.