The HOOK
How to turn run-of-the-mill query letters into high-powered sales tools!
Also:
Outlining your Query
Keeping Track of Your Submissions
Writing query letters is the ‘bread and butter’ of freelance writing. Without
them, your career will never get off the ground.
What should it do?
It proposes how your article is a perfect fit for the publication that you’re
targeting.
In most cases, you’ll send it to the Editor; while many larger publications may have
dedicated Submissions Managers, in most cases, it’s the Editor’s attention that
you’re after.
A successful query results in the Editor either requesting a copy of your article for
review (if it’s already written), or commissioning you to write the article from
scratch. The latter happens only after you’ve built up a significant portfolio.
In most cases, magazines will require that you send in a query before submitting your
article.
Editors take a dim view of writers who send in articles without first getting the
go-ahead.
And those who attach large files to their emails, clogging up an already jam-packed inbox,
are not doing themselves any favors. In general, unsolicited manuscripts are rejected
without even been read.
So, what’s the best approach?
The following guidelines are not set in stone, but are worth reading if you’re new to
freelancing. After all, if you only pick up one tip here, you’re time will be
well-spent.
1. Find the Right Contact — in large publications, each section may have a separate
designated editor. For example, on an IT magazine, there may be different editors for
Ecommerce, Wireless, Security and so on. If your article is on ‘Mobile Solutions for
Road Warriors’, then you need to find the respective editor for this section.
Sending your query letter to the wrong editor, in the hope that it will magically be
forwarded to the correct one, just doesn’t work. It wastes your time, and also
creates a rather negative impression with the busy Editor that you’ve interrupted.
Instead, find out who is the correct contact. Write down their name carefully. If you
write Mr. Leen, rather than Mr. Lean, in your query, you’re hardly going to get the
commission.
Would you hire a sloppy writer?
In general, when introducing yourself write "Dear Mr. Lean" or "Dear Ms.
Lean". If you don’t know whether the editor is male or female, use the full
name, i.e. "Dear Enda Lean."
2. Send Your Best Clips — always include your most impressive credentials. State the
date of publication, article title, and the Editor’s name that you worked with. Once
you get permission to send over your clips, include three of the best. Don’t flood
the editor with large, bloated PDF files – try to be considerate. If you have an
online portfolio, send them the URL as well.
If you have not been published previously, offer to send some writing samples; you can
also boost your chances by placing extra emphasis on your idea, benefits to the target
audience, and how you will present it.
3. Read the Writer's Guidelines — these should answer most questions in relation to
style, format and length. Asking such questions to the Editor will reflect very poorly on
your abilities. Read the guidelines and stick to them. And don’t ever change their
templates just to suit your style.
4. Tailor your query for each publication — the writing style for Wired magazine will
be very different than writing for an academic journal. Also, explain where it fits into
the publication: "After studying your magazine, I feel my article “CRM for Very
Small Companies” is a good fit for your 'Content Matters' section because..."
5. Include a SASE (self-addressed stamped envelope) for those publications who request
hardcopy submissions. In the top left corner put the publication’s name and the
article title underneath it. Put your return address on the back. By doing this, when the
publication responds, you will know immediately which piece they are referring to. Use
nice labels to make your submissions look more professional, and send your articles in
large envelopes (9" X 12") rather than folding them into small envelope.
6. Create a template for your submissions — this will save you writing every query
from scratch. Include your name, address, phone number and e-mail on the cover letter that
accompanies your manuscript.
7. Simultaneous Submission — if you have sent your article to several publications,
mention that this is a "simultaneous submission." Always tell the editor if
other publications are reviewing your work; sometimes this encourages editors to respond
quicker. It can also backfire as the editor may feel you are taking a ‘gunshot
approach’ and don’t have confidence in your own material.
Outlining your Query
Now that we’ve covered the essentials, let’s look at what goes into the query
itself.
Summarize in one short paragraph the subject that you propose to write about. Give it a
working title, such as “Using Microsoft Word for Long Documents” rather than
merely saying you want to write about Word.
Explain why you are uniquely qualified to write this piece, e.g. refer to other published
articles on the same topic.
Estimate the word count. The Writer’s Guidelines will usually state the preferred
word count for article submissions.
Estimate the Completion time. In other words, if you started to write it tomorrow, by what
date would it be finished.
Mention the sources that you will refer to, e.g. CTO of Fortune 100 Company etc.,
especially if they are influential industry figures.
Double-check your grammar, spelling, and punctuation. Then double-check it again. The
best query letter in the world can be ruined by one little gremlin!
Keeping Track of Your Submissions
Once your career takes off, you’ll need to schedule your workload. This involves
finding new leads, keeping track of submissions, and scheduling the articles you need to
write.
Here are a few tips to stay on top of your submissions.
Always put the date on your submission letter — and enter the details into your
records database (an Excel file will do the trick). You’ll need this for keeping in
touch with editors. Don’t always follow-up immediately. Give them some time and then
send them a polite enquiry letter.
Record the date, contact person, and publication for all submissions in your database.
This makes your life much easier when you start following-up.
By dating/naming your submission, the editor can retrieve your submission much
easier—and it demonstrates that you’re a professional who understands their busy
schedule.
Later, you might want to create a database for managing new leads and another for
scheduling your articles. And if you’re experienced enough, you can combine all of
these tasks into a single spreadsheet and use it to manage your increasingly busy
schedule. |
