Why You’re Struggling with Pitches (and My Favorite Strategies for Higher Acceptance)

I recently read an article by Kate Greathead over on one of my favorite sites, Literary Hub, where she explores why writers are often poor public speakers. 

If you’re a wizard with words on the page (or, let’s be honest, the screen), why doesn’t that skill translate to verbal interactions? 

Kate believes it boils down to the pressure of standing in front of someone or a room of someones and getting the words in your head out. 

“In writing,” she says, “I have time to consider my thoughts, figure out exactly what I want to say, and the best words to say it.” 

When you’re speaking, suddenly, you need to come up with the right words in seconds. The pressure can be debilitating. 

Worse, it can hold you back from putting yourself out there. 

In a similar vein, I’ve watched many writers struggle with pitching new clients. Writing an article or some ad copy is low stakes. You can deliberate for hours over the right way to word it and revise your rough draft numerous times. 

There’s a lot more riding on a client pitch. 

Your entire income as a freelancer hinges on your ability to sell your talents as an answer to someone else’s problem.

Many writers believe that, since they’ve spent countless hours writing, the art of writing a stellar pitch should come naturally. 

I’m here to tell you this mindset is dead wrong. 

And I’m also here to show you the techniques I’ve learned to take my pitches from a 20% acceptance rate to more than 65%. 

Stop Pitching Everyone

Wait, didn’t I just say I was going to show you how to pitch? 

Yeah, I still am. 

But first, we need to be on the same page. 

One of the biggest keys to a successful freelance pitch is targeting the right client. There are many writers out there competing for a finite (though still massive) number of stories to pen.

If your pitching mindset is simply “it’s a numbers game,” you’re setting yourself up for failure. 

While it’s true ‌that you need to put a lot of lines out in hopes of something biting, the quality of your pitches plays a gargantuan role. 

Think of it this way… 

You’re going to land five jobs. 

Would you rather send 100 pitches to do it? Or 10? 

We both know there’s a right answer 😉.

So, how do you get there? 

Targeted Pitches Win Jobs. Broad Pitches Waste Your Time. 

Before you even think of hitting the send button, you need to hit the search button. 

Magazines, journals, and online publications know their readers—and the type of content they enjoy reading. If you want your pitch to be successful, you need to get into the editor’s mind and understand exactly what they’re looking for. 

Your pitch should make them say, “Wow, I wish I would have just asked for this.” 

This isn’t rocket science. Nor am I saying anything you probably haven’t heard before. 

But sometimes, you don’t need to reinvent the wheel. While there are plenty of ways to make your pitch stand out, if you don’t start with solid research to ensure you’re pitching the right story to the right person, there’s no point. 

Leverage Your Expertise

Nearly as important as researching the publication you want to write for is choosing to pitch a publication in your niche. By now, we’ve all heard about the importance of finding your niche. Settling into your specialty might take five years, like it did for me, or you could begin working in it right away. 

Either way, pitching within your niche gives you an advantage over the public. Yes, there are other writers out there with the same degree as you or who have worked in the same field. But I’d be willing to bet there’s no other writer with the exact same experiences as you. 

Today, authenticity is everything. 

Nothing beats a story told by someone who lived it or has inside information. As you construct your pitch, keep this leverage in mind. 

Here’s an example: 

I’m a healthcare writer with a background in nursing. I want to pitch a wellness publication an article for their upcoming “mental health” edition. So, I turn my pitch into a story. I tell the editor about how my time on the floor as a nurse led to a downward spiral in my mental health and sent me on a years-long journey to reclaim my inner peace. 

The pitch another writer offers also wants to cover the impact of burnout on nurses. But they’re not a nurse. Or maybe they are, but their pitch doesn’t tell a story. 

Which story does the editor think will resonate with their audience? 

The winner will soon translate their words into cash in their bank account. The loser just wasted their valuable working time on a pitch amounting to nothing. 

The lesson here is that the content of your pitch is secondary to your expertise and explaining why YOU are the only one who can tell this story. 

Ditch the Template (Kind Of)

There are plenty of templates out there to help streamline your pitches. Hell, I’ve even offered some of my own! 

But here’s the thing about getting your work published: 

A template isn’t a plug-and-play answer. 

Pitch templates can accelerate your process, but don’t be afraid to deviate from them. Tailoring your pitch to match your target’s brand voice and values is what takes you from 20% acceptance to 60% or even higher. 

But what does this look like? 

Say you’re starting with a basic template: 

Dear [Editor’s Name],

I’m a [your role, e.g., freelance journalist/writer] passionate about covering [specific beat or topic area]. I’ve been following [Publication Name] and I’d love to pitch a story idea that I believe aligns with your audience’s interests:

Working Title: [Catchy and concise working title]

Summary:

[One or two sentences summarizing the story idea. Highlight the angle, why it’s timely/relevant, and its potential appeal to the publication’s audience. For example: “This piece would explore how [trend/issue] is reshaping [topic]. I’d combine expert interviews with compelling human stories to bring it to life.”]

Why It’s a Fit for [Publication Name]:

[Explain why the story is a good match for their publication’s audience and tone. For instance: “This topic resonates with [demographic] who are looking for [specific type of content].”]

Proposed Format:

[Specify the format—feature article, op-ed, listicle, etc.—and approximate word count. For example: “A 1,200-word feature article blending research and personal narratives.”]

Why I’m the Right Person to Write This:

[Briefly share your credentials and relevant experience, e.g., “I’ve written for [similar publication] on related topics, such as [examples]. Here’s a link to my portfolio: [insert link].”]

I’d be happy to provide more details or adjust the angle to suit your needs. Would this idea be a good fit for your upcoming editorial calendar?

Thank you for your time and consideration!

Best regards,

[Your Full Name]

See how this reads like a stale, robotic pitch? Editors see hundreds, if not thousands, of these every day—and their brains are basically hard-wired to skip right past them. 

So, while starting with a pitch template is fine, you need to take yours a step further by personalizing it every single time. 

I’m a fan of including a complement in my opening. Noting something you like about the publication is good. Calling out why a specific piece resonated with you (for the same reason it should resonate with their audience… to show your understanding) is even better. 

But my favorite hack is mentioning something you admire about the editor. Do some digging on their LinkedIn page or Twitter profile. Find a pattern in the type of stories they acquire and mention why you enjoy them. 

As Mark Twain said, “I can live for two months on a good compliment.” 

A good compliment will stick in an editor’s mind longer than just about anything else in your pitch, so use them wisely and often. 

Put Your Hook Above All

Okay, there’s one thing more important than personalizing your pitch—and I truly mean one thing. In fact, this one thing is so crucial that if you don’t do it right, you shouldn’t even waste your time on the rest of the pitch. 

I’m talking about your hook. 

Your hook is everything. 

Your hook puts food on your table. 

Your hook gets you out of the job you hate and into a fulfilling career you love. 

Your hook enables this lovely freelancing life we enjoy. 

Without a stellar hook, you’re just wasting time. Knowing how to write not just a good hook, but one that stands out to a person who reads hooks for a living, will determine much of your pitching success. 

Now, there are copywriters who have a knack for writing a great hook. They could sell you anything with a line they dreamed up in the shower. Others spend a lifetime learning to craft the perfect hook. 

Regardless of where you find yourself right now, the only thing that matters is knowing how to write one. 

Your hook must enrapture an editor from the very first line of your pitch. They should be ready to buy your article then and there—no questions asked. The only reason they’re even reading the rest of your pitch is because they’re so interested they absolutely have to know more. 

If your hook isn’t selling your idea by itself, it isn’t good enough. 

With this in mind, here are a few of my tips for writing a killer hook (more on this in a future post also): 

  • Ask a question the reader hasn’t considered before… but now can’t stop thinking about. 
  • Keep your verbiage simple and action-oriented. 
  • Use a surprising fact or claim… then double down by revealing your personal connection to it. 
  • Paint a picture to immerse the reader in an environment or dilemma they need more information about. 
  • Leave them wanting more.

Follow-Up Strategically 

There is a ton of noise constantly battling for our attention. Even a pitch with the greatest hook can slip through the cracks. 

Follow-ups are perhaps the next most powerful action you can take. I usually wait between a few days and a week to reach out after sending a pitch if I don’t hear back. 

Don’t assume the editor hates your pitch. It’s more likely they didn’t see it. My best results come when using a personalized, friendly reminder. By sending a follow-up message, you give your work a second chance to grab their attention. 

Conclusion

Improving your pitches isn’t just an exercise in boosting your acceptance rate. It’s actually about building relationships, demonstrating your expertise, and delivering value from your first interaction. 

Each pitch is a chance to show a potential client you’re not just another writer. 

Remember, the goal isn’t perfection. Learning to write a captivating hook and sell your writing to a stranger takes time and lots of practice. Whether your pitch is accepted matters less than the realization that both outcomes are helping you improve. 

So embrace the challenge of pitching yourself and look at it as an extension of your creativity instead of just another business transaction. 

If you keep this mindset, you’ll organically connect with more clients and your acceptance rates will rise. 

Subscribe to the newsletter

(It's free!)

Keep Reading. Keep Growing.

Get More Awesome Resources!

Get freelance writing tools, insights and freebies in your inbox weekly. No spam, ever. 

© DeBos Ventures LLC // Ravenwood Writing Academy 2024