Common mistakes when pitching articles (and how to avoid them)

A practical guide to improve your pitches and increase your chances of publication

Sending an effective article pitch is one of the most important, and challenging steps in any freelance journalist’s career. A good pitch can open the doors to major publications; a poorly crafted one can leave you without a reply. In this guide, we highlight the most frequent mistakes journalists make when pitching to editors, and, most importantly, how to avoid them and stand out in a crowded inbox.

1. Not researching the outlet or editor

Mistake: Sending generic pitches without tailoring the content to the publication’s focus.
How to avoid it: Before writing your pitch, read recent articles, understand the editorial line, and target a specific section. If possible, mention how your story complements or updates a previous piece.

2. Proposing topics that are too broad or vague

 Mistake: Saying “I want to write about climate change” without a clear angle.
How to avoid it: Your pitch should have a well-defined focus. Instead of “violence in Central America,” try “how gang-driven displacement is affecting local journalists in El Salvador.”

3. Not explaining why your story matters now

Mistake: Leaving out the timeliness or urgency of the story.
How to avoid it: Answer the question “why now?” in your pitch. Mention a recent event, emerging trend, or upcoming date that makes the story timely

4. Ignoring the “why you” factor 

Mistake: Failing to explain why you’re the right person to tell this story.
How to avoid it: Add one or two lines about your background, sources, or access. For example: “I’ve been covering this community for the past six months and have direct access to key sources.”

5. Writing pitches that are too long or poorly structured

Mistake: Sending long, rambling paragraphs or mixing ideas without clarity.
How to avoid it: Structure your pitch into three parts:
• A short hook or intro
• Development with your angle, sources, and focus
• A closing with your bio and proposed length/format
Keep it to 200–300 words max.

6. Ignoring the publication’s submission guidelines

Mistake: Pitching without checking if the outlet has specific instructions.
How to avoid it: Look for “Pitch us” or “Submissions” sections on the publication’s website. If an editor says not to send attachments or only accepts investigative pieces, follow those guidelines.

7. Not proofreading your pitch

Mistake: Sending an email full of grammar mistakes or unclear language.
How to avoid it: Read your pitch out loud before sending. Use tools like Grammarly or LanguageTool to catch errors. A polished text shows professionalism.

Conclusion
Pitching is a skill you can improve with practice. Avoiding these common mistakes won’t guarantee publication, but it will significantly boost your chances. Be clear, concise, and show that you understand the outlet and the value of your story. Remember: a strong pitch doesn’t just sell an idea, it shows you have the judgment and skills to deliver it.

Sources:

1. Weber, R. L. (2023). First Tuesdays: Write that pitch [Podcast episode]. The Writing Coach Podcast. Rebecca L. Weber | Freelance Writer | South Africa » Writing Coach Podcast 246 First Tuesdays: Write that pitch
2. Weber, R. L. (2018). Pitching mindset [Podcast episode]. The Writing Coach Podcast. The Writing Coach Podcast with Rebecca L. Weber: 05: Pitching mindset
3. International Journalists’ Network. (n.d.). How to pitch story ideas: Tips from journalists. IJNet. How to pitch story ideas: tips from journalists | International Journalists’ Network
4. International Journalists’ Network. (n.d.). Pitching best practices for freelancers. IJNet. Pitching best practices for freelancers | International Journalists’ Network
5. International Journalists’ Network. (n.d.). Common mistakes journalists make when submitting pitches. IJNet. Common mistakes journalists make when submitting pitches | International Journalists’ Network
6. International Journalists’ Network. (n.d.). Story pitching tips from someone who reads them for a living. IJNet. Story pitching tips from someone who reads them for a living | International Journalists’ Network
7. The Open Notebook. (2021, April 13). A getting-started guide for newcomers to science writing. Tip Sheet for Newcomers to Science Writing – The Open Notebook
8. Rest of World. (n.d.). How to pitch a story to Rest of World. How to pitch a story to Rest of World – Rest of World
9. Loew, M. (2021, July 6). So you want to pitch a food article? What to do (and avoid). Serious Eats. So You Want to Pitch a Food Article? What to Do (and Avoid)