By Paul Lima

Special to NetWords -- Newspaper and magazine editors receive more query letters than they can use. They quickly toss most of them. Why? The query letters are poorly written, lack focus, do not develop a big idea, are not appropriate for the publication or are not received in a timely manner. To be effective your query letter should follow these basic rules:

1. Open with a brilliant lead, one that is as brilliant as your article lead will be. Why? The query letter, in part, demonstrates your ability to write.
   
2. Match the tone, flavour and style of your query to the tone, flavour and style of the magazine. That implies you have read the publication.
   
3. Demonstrate an understanding of what the publication covers. This may seem obvious. However, editors often complain about writers who have not read their publications and whose queries reflect it.
   
4. Demonstrate an understanding of the publication's readers. Editors tell me many writers they reject have no sense of what their readers want, why the reader reads the publication.
   
5. Demonstrate what the reader will get from the story. Will they be educated or entertained? Both? Will they become more productive? More knowledgeable? More informed? Why should they care? Why will they care? Your query should make that apparent.
   
6. Define the gist (angle or slant) of the article in one sentence. Think of it as writing your own assignment letter. The harder it is for you to describe the story to a friend, the more you need to tighten the idea.
   
7. Answer "Why this story?" What is it about your story or your take on a particular theme that makes it stand out from all the other queries? And why should you write it? Is it your sources? Your personal, business or journalistic experience? Your particular knowledge of the subject?
   
8. Answer "Why this story now?" What is it that makes your story idea timely? A new study? The beginning of a new trend? The end of an old one? A new way of seeing something? A new twist on an old story? A vital follow up to a long forgotten story? Because the story has never been told before? Let the editor know "why now."
   
9. Demonstrate an appreciation of the publication's lead time. What's hot this week may not be hot in three or four months (yes, it can take that long to go from idea to publication). So your story needs a timely hook to pique the editor's interest and the hook needs to be timely down the road.
   
10. Conduct initial research to support your idea and to demonstrate that you have appropriate sources that validate the idea.
    
11. Keep your query tight and snappy. No more than two pages at most. One page usually suffices unless you are pitching a detailed investigative piece.
    
12. Include your contact information: name, phone number, address, email address.
    
13. If you're new to the publication, include some clips (two or three samples of your writing) or point the editor to your web site. (You do have a web site, with samples of your writing, don't you? If not, find out how to get one here.)
    
14. Send the query letter to the right person at the publication. Your query should go to the right newspaper section or magazine "department" editor. Not sure who to send it to? Look for contacts on the publication's web site. Email someone at the publication. Pick up the phone and ask. After all, you are a writer and writers know how to find things out! (File by email unless the publication's guidelines request mail or fax queries.)
    
15. Send one idea if this is your first query. Although you may send two slants on the idea. If you have written for an editor before, ask if he or she is open to receiving two or three ideas at time.
    
16. Spell and grammar check your query. (Not my forte; don't be like me!)
    
17. Don't take it personally. If the editor does not respond in a timely manner follow up (give the editor a couple of weeks). If there is still no response, move on. Pitch your story elsewhere. Persistence is worthwhile. But don't become a pain!
    
18. Be prepared to negotiate. You might pitch a query that does not quite connect, but your writing may impress the editor. Be open to negotiating the slant or angle of the assignment. [And don't forget to negotiate the assignment details.]
    
19. Fulfill the promise of your query. Remember, your brilliant query sold the editor on the idea. Deliver an article that relates to and reflects your query.
    
20. Meet your deadline and word count.
    
21. Repeat all of the above as often as required to earn a living.

(Paul Lima is a freelance writer, writing instructor and media interview trainer. He is a member of the Toronto Chapter of the Professional Writers Association of Canada. You can read samples of his business and periodical writing, and more about his writing and media interview training services, online: www.paullima.com) 

Paul Lima
VP Communications
PWAC Toronto
www.pwactoronto.org
© 2006 Paul Lima 

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