You’ve been sending pitch after pitch to no avail.
While the editors you’re reaching out to may very well have overstuffed inboxes, there also could be something wrong with your pitches.
To help you make the necessary changes for future pitches, here are top reasons why editors aren’t responding to—or passing on—your pitches.
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You Follow Up Too Soon
Sure, it can be tempting to check up on that pitch you sent, but it’s usually better to wait.
“I’ve worked as a freelancer too,” says Desiree Cole, digital senior editor at Star Magazine, “I remember the urge to repeatedly check for new messages until your finger hurts. But I can’t tell you how much the act of patience means to editors.”
Because an editor’s inbox is almost always overflowing with pitches and other emails, the act of sorting through it all can take time. “Most of the time, your pitch was flagged and I have every intention of writing you back before the end of the day,” says Cole.
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It’s Not a Good Fit For the Readers
One of the most important things you can do as a writer is to make sure the pitch you’re sending is targeted towards the audience of the publication.
Judy Penz Sheluk, senior editor of New England Antiques Journal and editor of Home BUILDER Magazine Canada, says she’ll pass on a pitch if, “[i]t’s not a good fit for our reader, demographic and/or if the person clearly has never read a single issue and is just sending out mass emails to anyone and everyone.”
Sheluk says one quick way to assess the publication’s audience is by taking a look at their ads. “If all the ads are for anti-aging cream, don’t pitch an article on how to get rid of teenage acne,” says Sheluk.
So before pitching to any publication, you should really do your homework as far as the type of content it creates, how the content works in the different sections and how the publication speaks to its audience.
Your Pitch is Too Casual…
While we seem to be moving towards a more relaxed way of communicating in some areas of business, a pitch is not the place to leave out formalities.
“This isn’t a text message or email to your friends,” Sheluk says. “It’s a business communication and should be treated as such.”
Sheluk recalls a couple times too-casual pitches made it straight to her no pile. “I’ve received pitches addressed as ‘Hey there’ without using my name—if you are going to take the time to pitch an article, you should know who the editor is and you should spell their name correctly—and I’ve had them addressed as ‘Hey Jude’—only my mother gets away with Jude.”
…Or Too Rambling…
So you’ve made a dent on the industry with your articles and think you need to mention that in your opening graf. Cole’s advice? Get to the punch line.
“I definitely don’t need a two-paragraph introduction about your experience in the industry before your money-maker line,” says Cole. “By the time I get to your pitch, my eyes have already glazed over.”
So rather than run the risk of losing the editor’s attention, Cole has a better idea: “Put your idea in the first sentence or two, then maybe a line or so about yourself can’t hurt, but don’t go crazy.”
…Or Too Vague
Another reason pitches get passed is when the story idea is just too general, and lacks that all-important angle.
“Media outlets are hungry for content that’s not already out there,” says Cole. “That being said, don’t pitch too broad of an idea—like new haircuts—nor ideas that feel cheesy—like how to do this like a pro. Find an angle that you think hasn’t been reported much and explain why it would benefit the readers right now.”
You Made One—or a Few—Typos
Think about it, how well did you proof your last pitch? Did you give it a full proofread, or a quick once-over? While spelling errors happen to the best of us, you should try your absolute best to keep them out of your pitch.
“Spelling and/or grammatical errors in the pitch guarantee a rejection, “says Sheluk, “if you can’t get the query right, what will the article look like?”
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