Pitching vs. Querying: What’s the Difference?

TL;DR:

• There’s a difference between pitching vs. querying: you pitch publication editors and query potential writing clients.
• Each has specific goals and strategies for success.
• Use both pitching and querying to build a freelance business.

Freelance writers often come across the terms “pitching” and “querying,” but they may not realize there’s a difference. These approaches to getting work target different audiences and have unique strategies. Knowing when to pitch versus when to query can help you land more gigs and build a sustainable writing side hustle or full-time business. Let’s break down pitching vs querying and look at examples to show how each approach works.

What is Pitching?

Pitching is proposing an article idea to a publication’s editor. This is common in journalism, blogging, and magazine writing. When you pitch, you sell a specific story idea and your writing ability. You need to convince the editor that:

1. The idea is interesting and relevant to their audience.
2. You’re the right writer for the job.

The pitch includes a brief overview of the proposed article, the angle you’ll take, why it’s a good fit for the publication and a short bio or portfolio link. The goal is to catch the editor’s attention and persuade them to green-light your article.

Example of a Pitch:

Imagine you’re pitching a health and wellness magazine about a meditation technique that combines traditional mindfulness with physical movement. Here’s what that might look like:

Subject: Pitch: Mindful Movement – The Meditation Technique Transforming Stress Relief
Body:
Hi [Editor’s Name],

Did you know that 60% of people who try “mindful movement” say they’ve experienced improved health outcomes? I’m pitching a story on this rising trend, which blends meditation with physical activity. The technique is gaining traction in urban fitness centers. It has been shown to reduce stress significantly faster than traditional methods.

I’ll explore the practice’s history and psychological benefits and include expert insights from XYZ University. This would be a great fit for an upcoming Health & Wellness section. A link to my previous clips is available in my email signature.

Best,
[Your Name]

To recap, the pitch clearly outlines the topic, suggests why it matters, and shows how it fits the magazine’s content.

What is Querying?

Querying is reaching out to potential clients, typically for copywriting or content marketing projects, to see if they need a writer. When querying, you are not selling a specific article idea but rather your skills as a writer who can help the client achieve their goals.

The query involves introducing yourself, briefly mentioning your relevant experience, and asking if the client has any content needs you could assist with. The aim is to establish a relationship and open a conversation that could lead to future work.

Example of a Query:

Let’s say you’re reaching out to a small business owner who runs a chain of fitness studios to see if they need help with content.

Subject: Interested in building your content? Freelance fitness writer available
Body:
Hi [Client’s Name],

I’m a freelance writer who focuses on health and fitness content. I noticed your brand’s commitment to promoting wellness and thought I’d reach out. I’ve worked with similar businesses to create blog posts, social media content, and newsletters that boost engagement and drive new memberships.

If you want to expand your content efforts or need help with a specific project, I’d love to discuss how I can assist.

Best,
[Your Name]
[Portfolio Link]

This query aims to start a conversation rather than propose a specific project. It allows the client to respond with their needs and marketing goals, opening the door to a potential collaboration.

Pitching or Querying?

• Target Audience: When pitching, you address an editor who controls what gets published. When querying, you are reaching out to a potential client who may need various types of content.
• Content Focus: Pitching involves presenting a concrete story idea while querying centers on offering your services and exploring potential projects.
• Objective: The goal of pitching is to get an assignment for a specific article. Querying aims to start a dialogue that could lead to multiple projects or ongoing work.

When to Use Pitching vs. Querying

Understanding when to pitch versus when to query depends on your goals as a freelance writer and the type of work you’re pursuing:

• Use Pitching When…
• You want to write for magazines, newspapers, or blogs where you want to sell a specific story idea. Publications expect writers to bring unique perspectives or angles that haven’t been covered before.
• Use Querying When…
• You want ongoing work with businesses, agencies, or individuals who regularly need content. This is common in ad copywriting, content marketing, and other fields where clients need various types of content produced.

Tips for Successful Pitching and Querying

• For Pitching: Research the publication thoroughly. Tailor each pitch to show you understand the audience and editorial style. Make the subject line intriguing to increase the chances of an editor opening your email.
• For Querying: Focus on how your skills can solve the client’s problem or meet their content goals. Personalize your query to reflect an understanding of the client’s brand, products, or services.

Pitching and querying are essential tools in a freelance writer’s toolbox, and each has a distinct purpose. Pitch editors with specific article ideas, and query potential clients to meet their content needs. Learning how to use both strategies will help you expand your freelancing opportunities and help build lasting professional relationships.