What NOT To Pitch An Editor
7 easy ways to not annoy a publisher (and to crush your story!).
I'm the Head Editor for Moment's online publication, a community-first digest written by creators for creators.
We feature hands-on gear reviews and photo essays highlighting a range of high-brow campaigns and passion projects. You'll find anything from expert tips on becoming a paid travel photographer to personal anecdotes about overly expensive point-and-shoots.
My experience at Moment has been a deeply rewarding personal and professional growth journey. Since joining the company in 2018, I've evolved from focusing primarily on copywriting and managing our social media to understanding written articles' profound influence. What began as a modest effort, publishing a few articles each month has expanded into a pivotal element of Moment's business and its influence on the market.
As an editor and writer at Moment, navigating the fast-paced world of artificial intelligence (i.e., Chat GBT) requires a delicate balance between optimizing content for Google and remaining true to our audience's expectations. We've become trained at maintaining this balance. At the heart of our team is a close-knit group of creators dedicated to producing content that resonates with us personally and reflects products we genuinely use and endorse. This commitment to authenticity and perseverance is fundamental to our brand's mission.
Like any business, no matter how authentic, our family's financial health depends on the success of our company's profits and daily sales. As the Editor, I am responsible for ensuring our catalog is both highly searchable and authentic for our readers. For instance, a camera review should not just list tech specs; it should be crafted by someone who has personally tested the product, highlighting its unique quirks and situational details. Similarly, an article offering tips on color grading should feel personal and include numerous visual examples to support the discussion. While photo essays may not directly generate revenue, they are crucial in celebrating our community's work and encouraging readers to explore more of their projects beyond our site. Maintaining this balance between integrity and practicality is a daily exercise.
As editors, we must be careful about the content we publish and the platforms we represent. As the sole Editor on the team, I have limited time to devote to pitches that may not perform well or lack interest. One day, as our company grows and I gain a team of dedicated editors beneath me, we will have the opportunity to expand our range of topics and content. But right now, I can't explore these possibilities or take that chance.
Quality, always. Minimize the fluff.
Like many other Editors or Heads of Marketers, there's a right way (and a wrong way) to pitch your story. This goes beyond editorial; the same principles apply to grant writing, freelance work, and more.
So, your pitches matter! As someone who has done this for several years, I thought it'd be fun to share some insights I've learned. These are real-life tips I've used as both the Editor reading cold pitches and the writer who pitched her work to other outlets.
As always, these are personal opinions, so take what I say with a grain of salt. Like any other author or artist, I often struggle with imposter syndrome but wouldn't personally give advice or follow myself.
So, buckle up, and let's get into it.
Come Pitch! Our website now hosts over 40+ contributors who are real-life photographers and filmmakers and avid followers of our work. Many of them additionally offer online courses or sell their digital presets, forming the backbone of our creative family. You can see our guidelines for pitches and submissions [here]. I'm constantly looking for versatile creators who are eager to work for us. No formal writing experience is necessary; I'll help with that part. We value articles that bring a fun, personal touch and tone!
1. Know Your Audience
Not all nature magazines or vintage car blogs cater to the same audience. Understanding the specific audience of each publication is crucial. Avoid pitching to the first outlet that seems to match your story without thorough research; consider the demographics, interests, and preferences of the publication's readers. This ensures that your pitch resonates with the right people.
Study the publication's past articles to grasp their tone, style, and common themes. Align your story with these elements to demonstrate that you understand their readership. Remember, your byline represents your work, so make each pitch count by targeting the right audience and fitting seamlessly into the publication's content. This increases your chances of getting published and builds your credibility and rapport with editors.
2. Personalize Your Pitch
Avoid using the same pitch for multiple outlets. While having a compelling story and approaching several publications is fine, each email should be personalized in message and angle. Failing to do so may make your pitch appear as a scam or unimportant, leading editors to disregard it.
Take the time to craft each email specifically for the Editor you're addressing. If possible, engage in one-on-one conversations. Familiarize yourself with their work and current topics of interest to ensure your story aligns with their focus.
3. Keep It Short (Please)
If there's one tip to prioritize from all this advice, it's the importance of keeping your pitch concise. As a writer, one common mistake I made early on was creating too long pitches filled with overly romanticized language and fluff. Avoid doing that. Remember, especially in an email where editors are sifting through numerous pitches and managing multiple threads; they don't have the time or desire to read through an extensive backstory. Keep it short and to the point.
An excellent template to follow from Jessica Reed:
Paragraph 1: Your name, your occupation, where you are, the story you have in mind
Paragraph 2: Why it matters, who you can talk to write it, your sources if you've already done some work on it
Paragraph 3: If you're working with video/photo/multimedia, etc, say so
Paragraph 4: Your writing history, your expertise, where your work has been published
A key tip for writing any email, especially pitches and cold callouts, is to keep text blocks short. If a paragraph extends beyond 2-3 lines, it's likely too long. If you must include a ton of information, aim for conciseness and utilize line breaks or bullet points to enhance readability and allow for quicker comprehension.
4. Pitch a Topic, Not the Story
One of the most significant mistakes I see writers make is pitching an entirely written draft. This is something I've done many times in the past, too. Unless submission guidelines prompt this, I suggest always pitching your Editor the angle or direction before you write your brief on a story to match the publication's voice precisely.
This is a win-win. You can tailor your elevator pitch to be short without diving into the work. So, embrace the slow burn.
5. Follow-Up After ~2 Weeks
I actually appreciate follow-ups.
Don't be too persistent right away; wait at least two weeks unless it's super time-sensitive. It's possible your message was missed or accidentally overlooked. This happens often, as editors are busy and receive a flood of emails daily. Don't take it personally. A simple, polite follow-up will totally work! But keep your response brief, one or two lines without a lengthy explanation or questioning why there was no reply.
6. Tuesday to Thursdays
Mondays are manic, and Fridays are a crapshoot.
The best time to send emails is between Tuesday and Thursday, which are generally more stable for contact. If someone responds to you on a Monday or Friday, it's often because they address the most critical or notable messages at the end of the week.
7. Link Your Work (AND Website!)
To seriously consider your work, I need to see at least 2 to 3 links to your previous writings or a website showcasing your interests. I enjoy exploring writers' websites or Substack newsletters; even personal blog posts are valuable. I appreciate new writers who bring fresh ideas and enthusiasm to the publishing space.
If you lack prior experience, share your projects and passion pieces. Whether or not you were paid for these projects is irrelevant; they demonstrate your values and areas of expertise.
