If you’ve ever heard back from an editor with some version of “interesting, but not for us” — or never heard back at all (sorry!) — you’re not alone. Most pitches don’t fail because the idea is bad. They fail because the editor can’t quite see the vision.
Most of us are not sitting around waiting for the next great piece of viral discourse to arrive like a gift from the journalism gods. We’re juggling a million small news fires, trying to figure out how to fend off the AI-search-traffic apocalypse and, yeah, probably attempting to sneak in a round of Wordle.
In that vein, a good pitch doesn’t just describe a story. It does a little bit of the editor’s job for them. Here are a few ways to make that easier.
Lead with the point, not the setup. Editors read fast and triage ruthlessly. Start with the core idea in one or two sentences. If you need three paragraphs of context before the pitch makes sense, that’s a sign the angle still needs sharpening.
Answer “why now?” explicitly. Timing matters more than writers sometimes realize. Is there a recent event, decision, trend, anniversary or data point that makes a story urgent this week? Spell it out. If the answer is “this has been happening for a while,” tell us what changed, or why readers should care now anyway. “Because it’s important” is not a time peg.
Tell us why it matters to someone else. Good editors translate pitches into reader value almost automatically. Help them out. Who is this for, and what will they understand better after reading it? If the answer is “people like me,” widen the frame. Strong pitches connect individual insights to broader consequences.
Show us you’ve thought through the reporting. You don’t need to have everything lined up, but editors want to know you’re not just pitching vibes. A few potential sources, documents or examples go a long way toward building confidence that this story can actually be delivered.
Match the tone of the place you’re pitching. Every outlet has a voice. Read recent work. Notice how their arguments are made, how criticism is framed and how much context is given. A pitch that understands tone saves everyone time.
Finally, remember that a pitch is not a promise. It’s an invitation to think together. Editors aren’t looking for perfection. They’re looking for clarity, curiosity and a reason to say yes. If you can give them those, your email is already better than many others currently aging like milk in editors’ inboxes.
And if you’re pitching an editor for the first time, welcome! Everyone in that inbox was once new, uncertain and hoping they hadn’t just embarrassed themselves. A clear, thoughtful pitch won’t annoy a good editor. It will help them. Send it. The worst that happens is a no. The best is the start of a successful career.
