By Ivan Brezak Brkan

So you know how to write, do you? You know your industry, you know your topic. You have a great idea for an article that will make people think. But what’s this? The dreaded blank page. Although, it’s not the article - not yet. It’s the pitch to the editor.

It’s not just about what to write, but who to write to. For first time authors, writing their first pitch can be even more frustrating than writing their first article. Writing coaches agree that this is one of the things their students dread the most.

Writing pitches and proposals shouldn’t be that big of an issue. Unfortunately, as with all things that seem small and insignificant, we tend to blow them out of proportion. A scared writer before a pitch has the mentality of a teenager in his standard “will they like me” phase. Well, it’s time to pitch, and here’s some tips on how to do it.

First and foremost, editors are actual human beings. You may not believe this, but it’s a well known fact. They’re like you and me. A lot of stress and not enough time. In order to get a story through you need to do one of three things: shock, connect or surprise. But, before we get to what you actually need to write, let’s do a little preemptive preparation.

It’s not What You Know, it’s How You Use It
In order for your article to be even considered it has to be the right type of article for the given publication. This isn’t just a matter of picking the right topic, but also the voice. Writing for the Wall Street Journal is not the same as writing for Freelance Switch. The style, voice and tone varies. Why? Because of the audience, the one biggest asset of any publication. In order to impress, keep your mind on the audience.

Kiss*
Keep it sweet and simple. Yes, I actually think you’re smart and will follow this rule because good writers do. As it applies to articles, it applies to pitches. Your goal should be to give the information that’s needed in the right tone and get out of the way. How formal the actual language is depends on the editor. If you don’t know him or her, keep it formal.
The pitch is a query, a proposal. In order to even get the editor’s attention you have to be specific, outline the story in the right way. This doesn’t mean writing a manuscript. Be concise. Three to four sentences - and you’re done. Think of this in terms of the importance of titles in articles. If the title doesn’t grab the readers attention - what’s the point of the article?

Get to The Point
In order to be concise, you have to know what you’re talking about. Real insight is shown by explaining a complex topic in a simple, understandable way. That’s why reporters want to speak to company founders, not their PR departments. You can blow smoke all you want, but when you do your research - it shows.
Like in marketing, a pitch should have only one goal - pitching the article. Nothing more, nothing less. This is why you personally shouldn’t ask too many questions. If you’re contacting a publication for the first time, the editor doesn’t know you and at that exact moment he turns on his “first timer” filter. This is to separate the real writers from all the others. It’s a question of grammar, insight and the editor’s gut feeling. Asking too many questions without providing enough value first will only frustrate the editor. He sees too many pitches and doesn’t have the time to answer all your questions. if you need guidelines, just look at the publication. Your insight into the actual publication and your understanding of how it works can only impress the editor.

Why E-mail is King and CVs don’t Count
E-mail is king. Forget snail mail. The turnaround as well as response rate beats everything else hands down, even the phone. Editors also have deadlines and you don’t want to call up and than be interrupted in the middle of your pitch. If the editor hasn’t responded, try to follow up a couple of days later. Apologize, but emphasize that the topic you wrote about is time sensitive.
Pitches are the best way to “sell” an article idea. CV’s don’t really help, with the exception being if you are a well known writer who has written for high profile publications. In that case use your experience to your advantage, it’s good leverage. If, on the other hand, you’re just starting out - stick to the pitch.

Unlike the rest of the team, Ivan Brezak Brkan still has to balance his freelance interface design and new media writing/copywriting career with a busy university life. New media and blogs are his outlets of choice - and “new” marketing his passion. Find out more about Ivan at IvanBrezakBrkan.com.