How do I pitch my idea for an article?

Pitches fall into three categories: ready to go (rare), something with potential (sporadic), and not the right fit (the vast majority). Being inundated by emails forces editors to make snap decisions based on this ratio, so don’t take anything for granted (including a reply).

Find the relevant person to contact. Check the publication’s website, search Twitter, whatever you have to do – but get it right. Generic mailouts (e.g. “Hey there…”) risk being ignored. Similarly, CCing multiple editors is a surefire way to slip between the cracks.

Present your idea in a nutshell. Don’t sound speculative. (“Are you covering X?”) Don’t just volunteer. (“I’d love to write for you.”) Don’t expect an editor to find the story for you. (“Is there anything in this brain-dump that sounds good?”) And don’t send articles on spec.

Briefly outline your idea by explaining why it would be a good story, why you’re the person to write it, why it’s relevant now, and why it would fit the publication/section in question. Stick to those four whys. Ideally no more than a short paragraph each.

When pitching an editor for the first time, invest as much effort into the pitch as you would a commissioned article. The pitch is a taster of what’s to come. If it’s half-assed, it won’t go any further. If you get the balance just right, they’ll be hooked.

Good storytelling is rooted in empathy. Put yourself in someone else’s shoes. Why should they care? What’s at stake here? You’ll need to be clear on this in order to hook the reader in immediately. The same applies to the editor you’re pitching.

A quality pitch signals that you know what you're doing. You may think you’re pitching a single article, but it’s effectively a showcase for yourself. Even if your idea isn’t what the editor is looking for at that time, you may be suitable for something else they had in mind.

Show that your idea has been developed to fit the platform you’re pitching to. Don’t just copy and paste the same pitch to dozens of places in the hope that someone will take the bait. Reference a similar story they’ve published to prove that you get what they’re about.

Don’t take it personally. Just because your idea was overlooked doesn’t mean it wasn’t good. It could be an issue of timing, fit, or someone else getting there first. This is an everyday reality for freelancers. Don’t think of it as failure or rejection. Just keep going.

Bottom line: Editors are short on time and hungry for ideas. Pitch something that’s genuinely relevant. Keep it succinct but tantalizing. Be considerate, link to your previous work, show you understand their publication. That'll be give you the best chance of being commissioned.