5 things your editor wants you to know about pitching

You have GOT to do your homework

I’ve been getting published for nearly a decade. I’m an editor myself. I’ve taught writers how to pitch. 

Still my process to pitch a new publication is something like: write, revise, ignore, dread, regret, rewrite, re-revise, copy edit, proofread, re-proofread, send, unsend (thanks, Google!), re-read, quick edit, send-send, regret more, be anxious.

Can you relate?

I have a long list from my experience and others’ of editors’ pet peeves about pitches, so this isn’t the last you’ll hear about it. I’ll start with a few things that’ll keep an editor from tossing your pitch email before they’ve even read it.

5 things your editor wants you to know about pitching

>> Got a good tip for pitching? Comment below to have your tips shared or questions answered!

1. Show them you get what they do

An editor wants to know two important thing when they read your pitch: How does it fit the publication, and how does it serve the audience? Explain specifically where your story fits and how it relates to previously published stories.

The idea also has to be unique, not something the publication has covered a million times. Show the editor you know what they do by citing stories you know sound similar to your pitch, and explain how yours is different or builds on them.

2. Get to know the audience — here’s how

Editors want you to know their audience, because that’s the first step to choosing a topic and writing a story that’ll engage them. The best way to understand an audience is to become part of it: Read the publication, engage in comments or communities, follow it on social media.

But that takes time. To get to know a publication’s audience quickly, take 10 or 15 minutes to peruse a few things on its website:

• About page: The site’s about page often says exactly who it serves, e.g. “a lifestyle magazine for mature women.”

• Recent articles: Note the topics covered. The style of headlines also shows you the site’s voice, which is a hint about its audience.

• Comments: How do readers react to content, and what does that tell you about them?

• Advertising page: Larger sites and legacy publications often list audience demographics on a public-facing advertising page.

• Contributor page: Sites that invite contributors often describe their audience carefully to encourage relevant pitches.

3. Follow the contributor guidelines

Editors craft contributor guidelines to facilitate efficiency and see how well writers can follow guidance. You might have a better idea or a perferred way to format a document, but this isn’t the time for them. 

Follow pitching and submission guidelines to a T, or you probably won’t get a response.

4. Don’t expect an editor to give you an idea

Don’t just reach out to an editor to introduce yourself. If you’re open to writing anything, apply to publications looking for general assignment writers. If you’re going to reach out to an editor, come prepared with a fully formed pitch.

5. Don’t try to be clever

Editors are cynics; it’s our job to suss out BS. Theatrical emails raise that radar quickly. Plus, they’re just a lot to read through on a busy day.

Just be straightforward: Who are you, what do you want to write about and why are you the best to write it? 

(P.S. Don’t ever mention a random article on the site. It’s the oldest pitching trick in the book, and we’re not here for it.)

Further reading

1. How to Show a Blog Editor You Understand Their Audience (Be a Freelance Blogger): In this guest post, I share in more detail my tips for getting to know a site’s audience quickly.

2. The Freelance Writer’s Pitch Checklist (The Write Life): Grab this free printable checklist with pitching tips from The Write Life.

3. Wondering where to pitch your next article? Where to Pitch helps you discover relevant publications for your vertical and how to pitch them.

4. How to Successfully Pitch the New York Times (or, Well, Anyone Else) (Nieman Lab): New York Times “Smarter Living” editor Tim Herrera shares what not to do when pitching him — and, spoiler, it pretty much applies to any editor.

5. How (and Where!) to Pitch Your Writing (Medium): Journalist and entrepreneur Ann Friedman collected tips from editors on how to write a good pitch.

Next month

5 ways to say more with less

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