A Secret Trick to Getting More Client Placements with Freelancers

You know that feeling when you send off what you perceive to be the perfect pitch: It has a timely hook, content relevant to a writer and their respective publications, and a perfectly organized folder of amazing images? Yet once you send it off, days or weeks go by and you don’t hear back. What gives?

There can be many factors involved in this, as I know all too well pitching editors from a freelance writer’s perspective. However, there’s one trick I’d love to share with publicists about getting your pitch noticed and considered by freelance writers: including an example headline relevant to a specific outlet.

This is an effective strategy for several reasons. First, it shows you’ve taken time to research the freelance writer’s work and learn what publications they’re writing for (that means currently writing for, by the way, not just a one-off story several years ago).

Many times I get pitches that end with a weak call to action. “Would you please consider sharing this with your audience?” or “Do you have any publications for which this would be a fit?” Or, equally as weak, pitches that offer up a list of publications an idea would be “perfect for” and just list off my top five publications from MuckRack without any consideration to the actual content.

Here’s why that doesn’t work: Freelance writers get a TON of pitches—way more than we can keep up with. We have deadlines to meet and editors to please, so when you pitch an idea without any context as to exactly who you’re trying to reach with a pitch, it’s likely to go unread or into the trash folder. (No offense.) The bottom line: Don’t make freelance writers reach or do extra work to think about where your pitch would best be a fit. Be specific and upfront right away.

Second, to suggest a relevant headline, you must also take a good look at the publication. Do they use more practical headlines (i.e., How to Better Communicate with Your Doctor), listicle headlines (7 Ways to Step Up Your Wrapping Game This Christmas), tongue-in-cheek headlines (The Property Brothers Just Released a New Collection, and We’re Here for It) or something else? Also consider how many words are typically in headlines for a publication. Do they also include a dek? What tone of voice does the publication use?

As a freelance writer, I absolutely love pitches that include sample headlines and deks targeting a specific publication of mine. To be honest, the vast majority of pitches I receive for my regular publications—such as Shape, Robb Report, The Kitchn and others—fall flat in this area. When you suggest a headline that is well-written, in an appropriate tone of voice, with the right length, and a relevant and timely hook, your pitch is nearly irresistible.

Putting in more work on the front end means a higher rate of success, and I find the same to be true when I’m putting together pitches for editors. The greater the effort, the greater the payoff. And putting together something as simple as a sample headline doesn’t really take more than 15 minutes of clicking, reading and investigating (and if it takes longer, your client or angle might not be the right fit for that publication, anyway).

Tell me: Do you ever suggest sample headlines and deks when pitching stories to freelance writers? If so, have you found success in doing so? If not, would you consider it? Feel free to run ideas by me and I’d be happy to provide feedback on your pitch.