I remember vividly being new to freelance writing and having absolutely no idea what to do or where to go. Like many of you, I had no idea of how to pitch an article or even to whom the pitch should go to for the best chance of it being seen. Don’t feel bad and more importantly, don’t feel discouraged.
If there is one single question that I am asked constantly with no variation on wording it’s this: How do I create a great pitch? So I’m going to address it now in simple terms with examples.
First there are two rules you have to learn:
- Every pitch is unique
- Every pitch must be specific
Now to explain the rules, it’s fairly simple. Each pitch you create is for a specific target. You can’t send the same pitch to several places because if they all accept them (Every freelance writers dream!), you have a problem. No client wants to pay for the same article that everyone else is running. If you get caught once you will severely damage your freelance writing career to the point of virtually no return. Even a variation of the same essential article will destroy you. It’s not worth it. That being said, once one target has passed on it you are free to try someone else.
Keep in mind that most editors are ecstatic when they get a good pitch. I can’t emphasize this enough. If you write a good pitch that an editor can accept, you are doing them a huge favor, and they will love you for it.
Most pitching is similar in format but will be different in style based on the format of your client, the target audience and the topic itself.
Article Formats
The primary article formats you will be working with are print, online, blog and white paper. They are all more or less variations on the same theme but are approached differently.
Print articles include trade publications, magazines and newspapers. Company newsletters would also fall into this category. Essentially, anything that will actually be printed will fall into this group. These articles require a semi-formal to formal writing style in most cases.
Online articles are also referred to commonly as “website content.” These are articles that will appear strictly online and will often appear in blogs but don’t fit into that format in the true sense. I’ll get to that next. Most online articles are filler for websites and to generate interest in a company, product or person. Some are on specific topics that the website focuses on such as gardening or pet care. These normally require a semi-formal writing style that is similar to print articles.
Blog articles are generally shorter and more informal and even casual in style. They often appear as part of a larger website or even act as website content. The difference is primarily in the formality of style.
White papers are formal. They are also generally the longest articles and rarely come in under 3000 words. The most common white papers are in-depth analysis that you put together for scholars and researchers. The idea is to make certain that others can understand the subject matter.
Pitch Approaches
Once you understand the various article formats you will probably understand why different approaches are necessary when pitching your article ideas to clients. A white paper “The Implementation of Healthcare IT” cannot be pitched in the same manner that the “Top 10 Places for a Romantic Date.” You have to use the right approach with the right client.
The Print Pitch
When you are looking at creating a pitch for print media, you need to be familiar with the specific publication you want to pitch. You need to be familiar with their target audience, size and recent article history.
The pitch itself needs to be complete and with fully developed ideas. Understand that the larger the distribution of the magazine, the more pitches they will be getting so your pitch needs to stand out. Sending an email to the magazine is fine but it will need to be the same basic format and with the formality of a letter.
You will want to include the title or the article you propose as well as what the article is going to tell the readers. Include a short bio telling the pitch target why you are qualified to write the article and include a link to your website.
You want to keep your pitch short, on topic and timely. Your pitch will be initially skimmed with focus being on the title. If the title catches the eye of the target then they will look at the pitch detail. After that they will consider the writer. You have about 3 seconds to catch their attention so make your title a great one and forces them to read the rest of your pitch. Then tell them what the article is about and how it will command the attention of their readers.
There are two primary goals for every print publication: The first is to keep their current readers. The second is to attract new readers. With the massive changes in the industry over the last decade, all print publications are struggling with those two issues.
The move to a largely digital format by many consumers has pushed many in print media to play catch-up. Even long-standing beacons of the publishing world are in this fight. For the freelance writer, this means you have to know their audience as well as they do and you need to show them how your article will not only interest their current readers but how it will attract new ones.
The Online Pitch
Pitching to online markets is generally easier now because you aren’t concerned with both the digital and print versions of the article you are writing. However the format, though a bit less formal in most cases, is also more exacting. The online pitch is similar in format to the print pitch in most regards. The difference is largely in evergreen content and being on topic.
With print media, the publishers are interested in attracting a wide ranger of readers in a particular area. This is different than online markets that are looking for a much more narrow range of information. They are also looking for evergreen material. Evergreen content is content that isn’t dated and doesn’t go out of style quickly. Generally if it’s news worthy then it isn’t evergreen. An article on care of roses for example is likely to last for a long time providing the information is sound. An article on the crisis in Syria is not evergreen. The easiest way to make the determination is to ask yourself if the information is likely to be relevant in 5 years.
You still need to know the target audience but with online writing it tends to be a smaller and more narrowly focused group.
The pitch itself is almost identical to the print pitch. An email is fine, the title needs to immediately grab the attention of the target, as does the information about the article itself. You will again be the last part of the equation considered.
The Blog Pitch
This is probably the easiest of all pitches. You simply contact the owner of the blog and pitch the idea. This is the least formal of all pitching but you still need to know your target. If the target blog is formal in tone then your pitch should also be formal. Take your cue from the blog itself.
Unlike many online websites, blogs are generally more interested in timely and newsworthy articles. Because they are normally updated frequently, blogs are not typically as concerned with evergreen content as other online markets. There are exceptions and you should be aware of them based on the blog you are pitching.
If you are writing a pitch to a blog on gardening, your article should be more evergreen than say a pitch to a technology blog about the new iPad. Because blogs tend to have an even more narrow focus than general websites, you need to understand exactly who it is that the blog is trying to reach.
The White Paper Pitch
This is typically the most difficult and the most formal of all pitches. A white paper is generally a scholarly article or summation of research. The writer is either an expert in the particular field or they are compiling the research of others into a single article that makes it possible for others to understand the topic.
Again, while an email is acceptable, it needs to be formal in tone. The title is not as large of an issue here except that it needs to accurately summarize the topic to follow. The pitch itself should show that you grasp the topic and are able to present the data in an accurate and easy to understand manner.
Most white papers have a very narrow readership as their target. The focus is normally industry professionals, researchers etc. It’s extremely important to know the specific target audience for a particular white paper. Generally speaking, this is going to be the most narrow target audience you have and the place where your writing is the most focused.
Who to Target when Pitching an Article
This varies from place to place and depends on the setup of the particular publication. Generally, it’s the assistant editor, blog owner, or webmaster.
Every print publication has the information listed on its stats page. For newspapers it’s normally the publishers. That information should be available on the website of the target publication. Most publications have a writers guide on their website and it contains this information.
Look at the bottom of the page, where the information about their company is typically placed. It’s a good idea to keep a running list of where to send pitches. Simply adding them to your business email contacts in generally enough.
A word of caution: I know of several major publications that absolutely will not consider pitches from writers without a website. Given that this holds true for every major publication that I personally know, I think it’s safe to assume that many others are the same way. Be sure that your website is updated and easy to use.
Pitching articles is part of the life of a freelance writer. The more you do it, the better you will become at navigating the various writing formats and targets. Within a couple of months you will be so used to pitching to particular clients that you will not give it much thought; it will become second nature.
One of the best things about pitching articles is the control you have over the end product. You have selected your own topic and this generally makes it not only easier but much more enjoyable to complete the assignment. Have fun with your writing, there isn’t much point in freelancing otherwise!