A professional writer is an amateur who didn’t quit.

– Richard Bach

“Go somewhere I don’t know where, and bring me something I don’t know what,” ordered Tsar from a Russian folk tale to his servant. For some years, that is how I felt while pitching my articles, submitting my manuscripts—and receiving lots of rejections. I wondered whether I was doing something doomed to fail—like carrying water in a sieve …

No, I didn’t quit writing. I analyzed my approach to querying, learned tips from editors and “secrets” of successful writers. My first “eureka effect” came from the article “Why Did My Story Get Rejected?” by Marion Bradley (writer and editor): “Editors do not buy stories because they are well written.”

Wow! What else, beyond the quality of writing, convinces the editor to give that coveted “go ahead”? Marion Bradley unraveled a “recipe for success”: “If you want to SELL, learn to give the editor what he wants.” 

Now I was on a mission to decipher the editors’ minds! Over time I developed several “tricks of the trade” which I would like to share. 

Start with Writer’s Guidelines and Go Beyond Them

Naturally, writers need to familiarize themselves with writer’s guidelines to learn what articles the editors welcome (and especially what articles they turn down!). Usually, this information is located on the webpages such as “Submission Guidelines,” “For Authors,” “Write for Us,” or “Contact Us.” To expedite this process, I often write in the Google search engine: “publication name” + “how to pitch.” Yet, even detailed guidelines may be incomplete and outdated. Thus, reading several recent issues of your targeted publication is indispensable. 

What if there are no writer’s guidelines on the publication’s site? Unfortunately, this is often the case with “glossies.” Roy Stevenson (author and travel writer) shares, “You have to fly blind and send a query that you think is appropriate for the magazine’s voice, ‘social’ strata . . . article length, etc.” I engaged this strategy when pitching to Russianlife.com a travel blog about cats in Saint-Peresburg, Russia. I read several travel blogs on that site; copied and pasted them to calculate the number of words; learned the style, voice, and tone. Additionally, I offered my original quality photos. And the editor assigned me that piece!

Use the Editorial Calendar

Knowing the topics of publications’ upcoming issues gives you a competitive advantage. Some publications have the Editorial Calendar sections on their sites (e.g., Time Magazine). Others have links to the editorial calendars in the writer’s guidelines (e.g., Writer’s Digest) or the Advertising sections (e.g., WholeFoods Magazine). The Editorial Calendar can be included in the publication’s Media Kit (e.g.,Seattle Met). 

However, the key to a successful pitch is not only the right topic but also the right timing. If writer’s guidelines do not state the lead time, it is usually at least 4-6 months for national magazines, 2-3 months for specialty and regional publications, and 1-2 months for online ones. For seasonal issues the lead time may be up to 12 months. 

Check Whether Articles on Your Proposed Idea Were Published

“Make sure your story hasn’t been done recently,” instructs Richard Eisenberg (former Managing Editor, Next Avenue/PBS). To find it out, I insert in the Google search engine: “site: [mytargetedpublication.com] + [my keywords].” No results? Great! I proceed with researching the topic and composing my query. But when there are matching results, I read these published articles to determine whether I can present a new angle. If yes, I send my pitch, but clarify why my proposed piece will be different. 

Discover What Editors Want

Editors often share their preferences with respect to pitches and submissions. Look for these “gold nuggets” in editors’ interviews, podcasts, discussion panels at writers’ conferences, and webinars’ presentations. Yes, it involves extra research, but the result is worth every minute invested! 

Reading an interview with Kerry Carter, editor of Mystery Magazine, helped me to break into that market. I learned that she dislikes stories with “mariticide” (a wife killing her husband). I implemented this insight, and my three You-Solve-It mysteries have been published.

Learn About the Mission and Audience of Your Targeted Publication

In a nutshell, a publication’ mission is a brief statement highlighting what is published, why, and whom for. You can find it in writer’s guidelines, editorial policies, or the section “About Us.” If you write for religious publications, understanding their missions is paramount. 

However, to better tailor your pitch, learn about the publication’s audience by reading as well the letter from the editor and the Media Kit. Survey advertisements because they “supply you with a clear picture of the readership—and its primary needs—that the editor must satisfy each issue,” noted David Taylor (former executive editor at Rodale Press). To examine digital copies of magazines with advertisements, you can use The Magazine Rack, ISSUU, and PressReader.

Analyze Published Articles as a Contributing Writer

Now I need to scrutinize the publications’ content to figure out why it has been published. How does it connect with readers to provide them with the unique experience they expect from this particular publication? 

First, I study titles: Are they serious or humorous? Do they include numbers or quotes? Do they invoke emotions and curiosity? Do they convey urgency and call to action? According to Natasha Khullar Relph (author and award-winning journalist), “A good headline can make or break the sale.” Keeping that in mind, I carefully choose my articles’ titles. For example, when pitching Creation Illustrated, a Christian nature magazine, I often use Biblical verses as headlines—and this strategy helped me to become a regular contributo.

Second, I study the articles’ structure: Are they divided by bullet points or subtitles to enhance the texts’ readability? How long are paragraphs and sentences? What are their styles (informative, persuasive, storytelling, or descriptive) and tones (formal or conversational)? Are there any deviations from the standard English grammar? What sources are quoted—primary or secondary?

Third, I “test harmony with algebra” (Alexander Pushkin): using markers of different colors, I highlight “ingredients” such as websites’ links, numbers, quotes, jokes, and references to books. For Christian publications, I additionally research how to quote Scriptures, what Bible translation to use, and whether to capitalize pronouns pertaining to God.

At the end of this process, I imagine my article in the publication and try to determine whether it reflects the editor’s vision.

Present Yourself as a Competent Professional

“A lot of people don’t give enough detail for the editor to make a good decision,” observes Linda Formichelli (author and writer). Yet, it is important to keep balance between providing enough details (to prove your competency) and not overwhelming the editor. That is why reading the publication is so crucial to understand the depth of coverage. Do you need quotes from experts? Make sure you have access to sources before you pitch. Sites like Help a Reporter Out (HARO) and Profnet.com may be helpful. 

“Tell the key parts of your story in the pitch,” advises Emily McCombs (Deputy Editor, HuffPost Personal). Therefore, in my pitches, I always try to incorporate interesting facts. For example, pitching to Smart Mouth Newsletter an article on Russians and their love for rye bread, I quoted a Russian traveler complaining how hard was his life in Paris (in 19th century) with “nothing to eat” because he could not find rye bread. And I got paid for that piece $1 per word!

Make Your Bio Work for You

If you have relevant (and preferably recent) publishing clips—include the links into your pitch. If the writer’s guidelines do not specify their quantity, a couple will do. 

What if your published clips are not relevant—should you send them anyway to showcase your writing skills? It depends. Sometimes editors want to see samples of your published work. But usually irrelevant published clips work against you. “They signal that you’ve never written this kind of article before, thereby inserting a significant question mark in the editor’s mind at a time when you really don’t want to,” warned David Taylor.

Is it possible to get an assignment without relevant published clips or even without any clips? Absolutely! Capitalize on your professional achievements, academic credentials and memberships. “Include any relevant personal experience,” recommends Kyle Pope (former executive editor of the Columbia Journalism Review). 

I put this piece of advice into practice while pitching to Matador Network my first food article on French Olivier salad, a must-have Russian holiday dish. I emphasized my Russian background and mastery in making seven varieties of this salad. And I got that gig! 

Simplify an Editor’s Life

Format and submit your query or manuscript according to the writer’s guidelines. Pay attention whether you need to send your submission as an attached file or include it in the body of your email. Use the email subject line to clarify what you are sending.

Indicate what department or column you pitch. For completed pieces, explain what rights you offer. If you provide links to websites—make sure they direct to the right page. If you have original photos (or know photographers who can supply them)—tell the editor about it. A word of caution: Do not send unsolicited photos! Submit the photos only upon the editor’s request.

“Go an extra mile”—suggest writing a sidebar, bibliography, or captions for photos. For instance, when pitching travel articles, I always propose to provide tourist information and tips.

Finally, do the fact-checking. Although Brooke Borel (author of The Chicago Guide to Fact-Checking) claims that “the list of items that may be fact-checked is near infinite”—at a minimum, you should check dates, numbers, names, and quotes. 

Decode the Masthead and Send Your Pitch or Submission to the Right Editor

“Take the time to target the appropriate editor, not just the first email address you happen upon,” encourages Jenna Glatzer (author and writer). Generally, editors responsible for reading pitches and manuscripts are Managing Editors, Senior Editors, or Section Editors (Associate Editors). Where to find their names and email addresses?

The logical places to start are the publication’s writer’s guidelines, the “About Us” and “Contact Us” sections. Yet, even after finding the desired information, I check it on Google and LinkedIn to be confident that this person is still holding the position. Sometimes, when the editor’s name is gender-neutral, but there is no photo of that person on the publication’s site—I perform further research. Addressing the editor “Dear Sir/Madame” is a big no-no!

If there are no writer’s guidelines—I put in the Google search engine: “publication name + what editor to pitch.” This search provides me with lots of names of editors, their email addresses, and names of their departments. Still, I verify email addresses by writing in the Google search engine: “editor’s name email address.” To narrow my search, sometimes I put the publication’s name after the editor’s name. Resources such as Hunter.io and Verify-email.org can also be handy. 

It is equally important to know what editors not to pitch: editor-in-chief (dealing with strategic oversight and editorial policies) and editorial assistant (dealing with administrative coordination and editorial support). Also disregard contributing editors—they are simply regular contributors. 

Sure, figuring out who is who on the masthead might feel mind-boggling, but this is not optional for freelancers. “Deciphering the masthead is the first step to building a positive, long-term relationship with a publication,” states Moira Allen (author and writer). 

Now, after I divulged my “know-how”—it’s time for action! As Shelley Hitz (author and entrepreneur) summarized, “The most efficient marketing is consistent marketing.”

***

Tatiana Claudy is a freelance writer from Indiana where she lives with her family on a farm. She loves to travel, take photos of fascinating places, and learn foreign languages. Her bylines appeared in Writer's Weekly, Freedom with Writing, Funds for Writers, and also in Mystery Weekly, Creation Illustrated, The Upper Room, The Secret Place, The Lutheran Digest, and Today's Christian Living magazines.