How to Pitch Freelance Writers

Clara Haneberg
clarahaneberg.com

Clara studied magazine journalism at Drake University in Des Moines, Iowa, where she served as editor of the university’s magazine. After interning at Woman’s Day and W magazine in New York City, she acted as a style and social media editor at Traditional Home, the nation’s largest shelter publication, for nearly nine years. Today, she’s an industry writer and editor, covering the home market—producing content for shelter publications, including AD Pro, House Beautiful, and Traditional Home, as well as interior designers and premium furniture manufacturers. Clara also serves as the director of partnerships for an influencer marketing agency, Embello, where she implements curated strategies to align influencers with home brands for social media campaigns. 

What are the essentials you want to see in a pitch?
Images of products, pricing, and one-sentence descriptions about the products (highlights) along with a link to the preferred way for consumers to purchase. If it’s to-the-trade, please note. A Dropbox link to access images, additional info/specs on the products is also important. Products that are linked out directly to the site are ideal for quick review.

Is it too late to pitch products in October and November for consideration of Holiday gift guides online?
No, it’s not too late. I know some outlets I write for are constantly updating Gift Guide stories to replace “old” or “sold out” items with fresh, exciting new picks. 

Considering this Covid era, what do freelancers need more of? What are you not needing?
Needing: More dual-functionality, “worth the investment” purchases, “happy” profiles or success stories, how to “holiday at home.”  We need products you can customize, organization tools, “ways to invest in your space” or heighten your current living experience at home. Design shops that now have e-commerce, any new virtual shopping options. Also, stories featuring diversity, giving back, small business highlights, designers who have found their niche in the market/industry.

Not needing: New flagship store grand openings, large group entertaining features, non-virtual event promos. 

What makes your life easier as a freelancer on the receiving end of pitches? What do you not want to have to ask for?
If asking about a particular product, say sofas, please only suggest new sofa options or best-sellers. Please include product name, measurements/materials, pricing, and a brief description (inspiration, unique details, etc.). If a quote from the designer/maker is available, that is always lovely to have. 

Is there anything else you would like to share with small businesses and designers with projects and products to pitch at this time?
Think small and supportive! If you’re a small business how are you setting yourself apart? Designers: How are your projects bringing light, improving a family’s well being, how can how you live be shared in a way that inspires others? How can how you live/ holiday be shared with others in a meaningful way?

Products: Why would someone want to spend their limited dollars on this piece right now? For products, I think a focus on family, life-enhancing qualities, and an approachable price point is key.

Zoë Gowen
zoegowen.com

The Senior Home and Garden Editor with Southern Living for a decade, Zoë Gowen spent a fair share of her time scouting, fielding pitches, and producing stories that inspired and helped readers to live in comfort and personal style. Now, the Birmingham-based Gowen is spreading her wings to freelance editing, writing and design work.

What are the essentials you want to see in a pitch?
I like pitches that are short and to the point. I always want to know:
-A clear silhouette (silo) of the product and a note or link to a dropbox link of hi-res images of the product
-What is the product that you are pitching?
-When and where is the product available for purchase or for more information?
-What is the retail price?
-A very short (2 to 3 sentences), synopsis with any interesting background information that helps sell the product. 

Is it too late to pitch for Holiday gift guide inclusion? (We’re curious if you are still pulling them together in Oct and Nov for your online editions.)
October is too late to pitch for print inclusions, but you can still pitch for online. Speaking of Christmas though, it’s never too early to start pitching Christmas. As you pitch for Christmas, know that most magazines like to shoot holiday products in studio and you should be prepared to send them actual products. 

Considering this Covid era, what do freelancers need more of?
Hi-res, styled, and silhouette photography.   

What makes your life easier as a freelancer on the receiving end of pitches? What do you not want to have to ask for?
I like short, complete pitches that arrive via snail-mail or email as opposed to short, casual pitches that come to me via Instagram message.

Is there anything else you would like to share with small businesses and designers with projects and products to pitch at this time?
A handwritten note with a handwritten envelope is still the best way to catch someone’s eye.

Kelsey Ogletree
kelseyogletree.com/portfolio

Kelsey Ogletree is a Chicago-based writer and editor covering travel, wellness, home and lifestyle. Her work appears in a very broad range of national print and digital outlets, from newspapers to magazines.  Specializing in content creation for corporate clients, Kelsey produces white papers, trend reports, blog posts, and website content, as well as guides editorial and content strategy.

 What are the essentials you want to see in a pitch?
It can be tricky to weed through the most important pitches and ideas sometimes, so that’s why it’s critical to craft emails that catch freelance writers’ attention right away. Creativity in pitching can take many forms, but there are three major blunders that will lead me to delete, not respond to or completely miss your pitch. These things to avoid are:
1. Sending a new pitch on a long chain about something else
2. Using a misleading subject line
3. Attaching massive photos

Considering this Covid era, what do freelancers need more of? What are you not needing?
It can feel like a fine line when sending out pitches to freelance writers during COVID-19, but practicing empathy, doing your homework, and being genuine is a good place to start when considering whether your pitch is appropriate.

Don’t send emails asking, “What can I help you with?” without making it very clear how and for which types of stories you can, in fact, assist. This way, if a writer gets an urgent assignment for which one of your clients could be a fit, they’ll know who to reach out to for a quick response.

What makes your life easier as a freelancer on the receiving end of pitches? What do you not want to have to ask for?
When you’re reaching out to freelance writers (or anyone, for that matter), remember that you must send better emails to get better results. That starts with the subject line and your approach. Before sending an email, ask yourself, should this be in response to our current chain (is it germane to the topic we’d already been discussing here?) or is it a separate idea that should be categorized and acted upon as such?

Is there anything pressing you would like to share with small businesses and designers with projects and products to pitch at this time?
I get that you’re excited for potential client coverage in a piece—but don’t appear desperate. Sending one email, then following up every other day for the next two weeks asking if I have a fit for your client does not lead me to light up when I see your name in my inbox. Trust me: I will let you know if I have a fit. If there’s a good angle there, I would love to work with you on a piece—but in due time. It can take weeks, months, or longer to find the right opportunity for coverage. Understanding that and staying in polite touch (say, every couple of weeks) not only keeps your client top of mind for me, but also helps us build a positive working relationship.