Pitch Perfect: 5 Ways to Lure an Editor (With the Bait They Want)

If you want to get something published, you’re unfortunately at the mercy of the gatekeepers — AKA editors. It doesn’t matter what kind of writing you do or how long you’ve been doing it, the art of the pitch is a vital part of getting your work out there.

Here are 6 essential ingredients to successfully hook an editor in the age of email:

1. Persistency

It is easy to give up when all you hear is silence, but it pays to be persistent. On average you can expect to email the editor 6-8 times before receiving a positive response. Sending those emails at strategic times can improve the odds of success, so set your alarm and act accordingly. 

What I do: I follow up every 2-3 days and even include funny GIFs to elicit a response (I’ll do this 6-8 times). Even if you get a "no thanks," you've made contact which establishes a mutual line of communications to pitch later. 

2. Relevancy

You will not get far pitching a yoga trend to a business editor or sending the great celebrity profile you just wrote to the editor of a tech publication. Make sure your pitches are relevant to the subject matter of the editor in question. Make sure the editor, or their team, covers the subject you have in mind.

What I do: When considering which editor to pitch, I scan their LinkedIn and byline that shows their previously published articles (yes, editors also publish content). If it's in their coverage wheelhouse, I'll email them and reference a recent piece they did -- it shows I did my research and actually put some TLC into my outbound.

3. Novelty

Do you think your inbox is cluttered? Imagine what an editor's looks like, let alone at a top tier publication. As you can imagine, many of these pitches are quite similar in their structure and don't grab the attention of the editor -- and you don't get noticed as a result. If you want to break through the noise and get their attention, you need a novel approach. Focus on the uniqueness of your angle to pique their interest and make them want to read what you have to say.

What I do: I invest time in crafting the perfect email subject line the same way I do with article headlines. You could have the best angle ever, but if your subject line doesn't capture an editor's interest, they might not even click it. Experiment with different subject lines, start analyzing what works (and what didn't), and then repeat the successful actions.

4. Credibility

Having a credible voice is a key underpinning of success. Why should the editor listen to what you have to say? What expertise do you bring to the story? What about your background makes you the right person for the job? Including a short 2-3 sentence bio with your pitch can help you get the editorial attention you’re looking for. 

What I do: I include where I've been previously published to give a quick credibility snapshot. If you don't have an established footprint, you emphasize aspects of your bio that add credibility to the angle you're pitching.

5. Portfolio

As a writer, your portfolio is your reputation, so let the editor see what you have to offer. Experienced writers should have plenty of 'clips' to showcase, and even novice writers may have a few bylines they can share (i.e., LinkedIn, Medium, or ThriveGlobal). If you want to get the attention you deserve, make sure you include some links to previously published articles along with your pitch.

What I do: I typically hyperlink to where I've previously had bylines. You can also use some tools that effectively aggregate your content such as Authory -- which is something I use frequently to share my mass writing portfolio.

Getting an editor's attention isn't easy and mastering the perfect technique takes time. However, the above tips have been a powerful formula that has made my outreach incredibly efficient over the past 5 years. Experiment with what works for you, iterate, and repeat.

How have your editorial pitches been going? Let me know in the comments below what's working (or not working) for you! Or, let me know what topic(s) you're interested in me featuring in an upcoming series.

Tom Popomaronis is Executive Vice President of Innovation at Massive Alliance, a global service agency providing internet monitoring, data & security threat surveillance, and reputation management. Tom co-founded Massive's Executive Leadership Branding service, which is a pioneering program that empowers executives to become a leading authority in their industry. Tom is a leadership columnist at CNBC Make It and Entrepreneur Magazine and has published over 500 articles with Inc. Magazine & Forbes.