When pitching a client, do you act the fool?

So we just had this unlucky punter pitch us on a new logo. I’m a fan of my wife’s work, so naturally, I was afronted when their generic form mail said “your logo isn’t very professional”.

1. That’s not a criticism, it’s a generalism. When pitching a potential client, don’t be an idiot, be specific.
2. They didn’t include any references, a link to a portfolio, OR client quotes. When you are pitching for new business especially when the client DOESN’T know you, include detail. Make yourself appear reputable, trustworthy, and used. Nobody wants to hire the guy who’s just starting out.
3. If you have no experience, get some. Volunteer, donate your services, etc. This will give you valuable contacts, people who can refer you to new business, and a portfolio of stuff you’ve done that’s LIVE in the wild and current.

Now, I don’t have this problem, however, the unlucky punter who pitched us on a new logo has these issues. In my rejection email, I suggested basically the above three points. As a professional consultant, I believe it’s my job to “up the game” of everybody, not just those who pay my fees.

Do you have anything to add to the “what not to do” or “what to do when pitching for new business?”