It’s a lot easier to get a potential client to ignore you than it is to get a response.
Frustrating, isn’t it? You send query after query, and half the time you don’t even get a reply.
If I had a nickel for every time one of my query letters was ignored, I’d have almost $7.50 by now.
It’s practically impossible to get a response out of every query you send. There are a few simple mistakes you might be making, though, that make it even more likely you’ll get ignored. Things like:
Mistake #1: Being Pushy
Have you ever been told what to do by someone you don’t know?
Doesn’t matter who it is, or where it happens.
It’s annoying. Sometimes, it’s downright maddening.
And your first instinct is usually to blow them off. After all, you know what you’re doing, and you don’t need them telling you how to do it better, right?
The same thing happens to clients who read queries full of what they perceive as demands. In case you were wondering, that’s not the reaction you’re looking for.
Instead of this:
You need me to write your blog. My knowledge of your company makes me the best candidate for the position. Call me, and we’ll discuss my rates.
Try this:
I believe my expertise in your field will bring a lot of value to your blog and your readers. Call me at XXX-XXXX if you’d like to talk further.
Mistake #2: Being Terse
As a blogger, it’s easy to get sucked into the “less is more” theory of content writing. Everywhere you look, you read articles that tell you how short the average Internet user’s attention span is, and that your blog posts should be no more than three words if you want readers to take in the whole thing.
That may be true. But it doesn’t apply here.
The client to whom you’re submitting the query is looking for someone to fill a position, so he needs to know what you’re capable of. A single sentence telling him how much you want to write his blog is just going to get deleted.
Remember that, while you may not be submitting a formal resume, you’re still applying for a job. You want to let the client know if you have any experience in his field. Links to your own blog or to relevant blogs that you’ve written for are also useful.
Instead of this:
Dear Jimmy,
I saw your ad and I think I’d be a great addition to your blogging team. If you’re interested, email me at me@mywebsite.com
Try this:
Dear Jimmy,
I saw your ad, and I think I’d be a great addition to your blogging team. I have a Ph.D. in underwater basket weaving, and I believe I could bring a lot of value to your readers. (Sound familiar?)
I’ve blogged about basket weaving, both underwater and dry-land, at BeWeavers.com, WeaveGotTheFunk.net, and my own blog, BredBaskets.com. Here are links to a few of my best performing pieces:
Mistake #3: Being Wordy
Okay, expertise – great. Life story – not so much.
A client needs to know that you’re capable of doing the job, but she really doesn’t need to know much more than that.
In most cases, you’re dealing with someone who’s extremely busy, and she doesn’t have time to read a 2,000-word essay on what makes you the ideal candidate. If you want her to know you’re a good writer, give her links to good clips. The query letter is not the place to demonstrate your writing ability.
Ideally, a query letter should run between 100 and 200 words, unless it’s a highly technical blog and the owner is asking for a lot of expertise. In that case, it’s okay let her know that you’re qualified, no matter how long it takes.
Instead of this:
When I was three years old, my father and I sat down and wove our first basket together. Since that day, I’ve known that I wanted to be a weaver. When I started primary school…
Try this:
I started weaving baskets at an early age. It’s always been my passion. My baskets have won awards in both the traditional weave and left-handed weave categories in all six of the major world competitions.
Pictures of my baskets can be viewed on both my blog, BredBaskets.com, and at the National Weaver’s Guild website at this link: NWG.org/best-of-2013/
I have much to teach weavers, from beginning to advanced, and would love the chance to share my knowledge with your readers. Please email me if you’d like to talk further.
Mistake #4: Being Self-Deprecating
This one is my pet peeve. It’s not cute, and it’s not humble.
And worse, it’s the last stinkin’ thing you want to when you’re applying for a position. Why in the world would you tell a prospective client how you’re not qualified to do the job?
There will be times when you apply to write for a blog that you genuinely don’t have any qualifications for. That’s okay.
You’re a fast learner, and you can pick it up on the fly. Plus, you’re good at researching, so you can write like an expert in no time.
So, how do you explain that to a client?
You don’t. Not unless they ask.
You point them to your other clips and tell them how you were able to boost traffic at this site or engagement at that other one, and you leave it at that.
Telling a client that you’re just starting out falls into the same category. If you don’t have any clips whatsoever, offer to write up a draft on spec. But for Heaven’s sake, don’t mention your lack of clips in your query.
Instead of this:
While I’ve never woven a basket, nor written about them, I’m a very fast learner, and I think I’d do an excellent job writing for your blog.
Try this:
I have a proven track record of building engagement on blogs. From August 2012 to January 2013, I increased LawnOrder.com’s subscriber list by 200%, and their social media shares by 800%. You can find my best performing posts at the following links.
Instead of this:
I’m a new blogger, looking to build my portfolio, and I would love the opportunity to write for your blog.
Try this:
I’m a skilled writer with strong research skills. As an experienced WordPress user, I can upload my posts directly to your blog and format them to save you time. Check out samples of my writing on my website at example.com.
Query letters, at their hearts, are a gamble. The same query could get eight different reactions from eight different clients. It’s impossible to get a response 100% of the time. But avoiding these mistakes can help you get ignored just a little less often.
The biggest mistake of all when it comes to queries, though, is failing to send them.
Check your query for mistakes, but don’t lose confidence!
Be brave. Hit send.
PS. Need a place to send your queries? Try our curated lists of writer-paying blogs.
Image: Steve Snodgrass
Kylie says
Robert!
This was so hilarious I snorted coffee up my nose-twice. You might need to put warnings on your posts in the future. And on top of that, the advice offered is golden! I’ll put it to use immediately, if not sooner. I’m now off to check out your blog to see if I can unravel the mystery of the word “Rider,” used despite never having ridden a horse. (It’s quite uncomfortable.)
Robert Jennings says
Kylie, it seems I owe you and your coffee an apology. Thanks for the kind words. I hope you enjoy my blog half as much as Sophie’s.
Sophie Lizard says
😀 I had the same reaction* to Robert’s author bio. Way to get people’s attention and get them on your side at the same time!
*Not with coffee, though. Ovaltine.
Francesca Nicasio says
Bravo on your “Instead of this” vs “Try this” approach, Robert–very helpful!
And amen to points #2 and #3. I send out a ton of queries as well, I know that finding the balance between too short/vague and wordy/TMI is very important. My pitches are usually 3-5 (brief) paragraphs long, and I’m pretty happy with the response rate.
Robert Jennings says
Thanks, Francesca. I’ve always found that the best way to teach is by giving solid examples. I’ve read a lot of posts that say “Don’t be wordy,” but never really show you how to be concise.
It’s a very delicate balance, and unfortunately, there’s no one right way to do it, but it sounds like you have a pretty good handle on it. Congratulations.
Tanya says
I found the tips funny, but nothing I haven’t heard or read about before regarding how to pitch a story.
Sophie Lizard says
Thanks, Tanya – sounds like you’re ahead of the curve here! Any tips you can offer to help us improve our pitches? 🙂
Robert Jennings says
Tanya, I always love to hear that I have nothing to teach someone. Congratulations on being ahead of the game!
Terr says
@ Robert And Sophie: VERY classy responses.
Donna says
Robert,
This is ‘incredibly’ funny- to steal a word from your Author bio! But seriously, as a freelancer who is just starting out with pitching clients directly, I’ve made almost all these mistakes, especially #3- I tend to want to use my words a lot in a query. Thanks for being so legit.
Robert Jennings says
Thanks, Donna. If there’s one thing I certainly am, it’s handsome. But if there’s another, it’s legit. I’ve found myself making every one of those mistakes.
It can be frustrating when you think you’re doing everything perfectly, but it’s still not working, so hopefully someone will read this and say “Oh, that’s why I’m not getting through to anyone!”
Stephen Dalton says
I know what you mean Robert, I often times find myself going back days later to check my sent items to make sure my queries went out! Reading your post gives me the idea it was my approach and not my internet connection that’s giving me a problem.
Kris Emery says
Couldn’t agree more with the point about being self-deprecating. You can’t afford to be overly modest as a freelancer. If you don’t like putting yourself out there, I really recommend reading Brag!: The Art Of Tooting Your Own Horn Without Blowing It for some classy and effective ideas on bragging. Marie Forleo is also legendary at it and puts a beautiful positive spin on selling yourself without being ‘salesy’.
Robert Jennings says
That sounds like an excellent resource, Kris. I’ll have to check it out. Thanks for sharing!
Deevra Norling says
Nice post! Also like the solid examples. 🙂
I recently took a chance and sent a LOI to someone who runs a virtual assistants business (helping companies with things like admin, communications, typing, even some web design and marketing stuff) – basically being a helpmate to take on the overflow during a company’s crunch time. I figured, hey – what if she could use a writer or typist (as I can do that too as an additional service) to assist her clients.
So I wrote a friendly, upbeat email mentioning how I came across her website, how I loved her story of starting her business, telling her briefly about myself, my skills and services, enquiring as to whether she outsources any of her work and gently suggesting that perhaps we could collaborate to better serve her clients.
She replied immediately with an equally friendly email asking about my rates and to cut a long story short, we’re meeting up in a week to discuss ways to work together! I was very pleased as it was literally my first letter of introduction! 🙂
Robert Jennings says
Thanks, Deevra! Congratulations! And thanks for demonstrating to everyone the power of a good LOI.
Alexis says
Excellently helpful examples, I’ve been tempted to use some of these myself. Getting carried away with my life story or confessing to being new at writing professionally- big mistakes. Typing them up in an email is like the internet equivalent of trailing off in speech. Nice post. Super helpful. Thanks.
Robert Jennings says
Thanks for reading, Alexis. I’m sure we’ve all fallen into these traps once or twice. The key is being able to step back and realize that you’re doing it. It sounds like you’ve got that on lock down.
Jim Bessey | SoWriteUs says
Loved this, and agree with many of you posting earlier.
Still cleaning up the nose-coffee! Outstanding job on this, Robert, and great to meet you, you handsome devil you. 🙂
Robert Jennings says
Jim, again, I have to apologize. I hate to see good coffee go to waste. Thanks for reading, and keep up the compliments. I never get tired of hearing them. 🙂
Jo gifford says
Hahahahaha brilliant post, I see these mistakes happen so often as a company approached by freelancers, and as a blogger I am acutely aware of the basket weaving expertise mentality. Great breakfast reading, thanks! X
Robert Jennings says
Thanks, Jo! It’s great to hear from someone who’s on the receiving end of these query letters. Do you have any additional tips from your side of the desk that I missed? I’m sure you’ve seen way more than just these four mistakes.
Kirsty Stuart says
Loved this post Robert and would ordinarily have soaked up all the info, perhaps checked out your site and then skulked off without commenting…
But ‘WeaveGotTheFunk.net’???
That deserves at least a quick comment. Coffee everywhere. Hilarious!
Will be checking out your sit in lots of detail 🙂
Robert Jennings says
Thanks Kirsty. I was especially proud of that one, though my wife rather enjoyed BeWeavers.com. I’ve gotta be careful, though. People are gonna start expecting me to replace their coffees. 🙂
Willi Morris says
Thanks for being so encouraging, Robert! I just wrote a blog about not being terse in e-mails! Lots of great info. I’ve made a lot of these mistakes before
Robert Jennings says
Willi, I just read your post and it was awesome. I love how you cut straight to the point.
If you guys haven’t checked out Willi’s blog, click on her name and get your butts over there. She’s a smart lady, and you can’t afford to miss her advice.
Caylie Price says
Hi Robert,
Thanks for sharing your knowledge. I think I’m doing well with points #2 to #3 and I love the examples you give in #4.
How long do you allow after pitching a blog before following up? I’d love to know your opinion as I have one pitch outstanding currently.
Cheers,
Caylie
Robert Jennings says
Good question, Caylie. There are two schools of thought here.
Our good friend Willi right above us recently guest posted on this very blog about how she landed a client after 3 months and 17 emails. I think she might tell you to follow up after about a weeks or so, which is pretty common. And then, if you don’t hear back, follow up in another week. Lather, rinse repeat.
The other school believes that query letters are fire-and-forget projectiles. You email them once, and if you don’t hear anything back, it doesn’t matter, because you’ve already got other queries in the mail.
I would say that which you choose depends on how many queries you have out and how badly you need the work, but both are perfectly valid methods.
alicia says
This is a great post and wonderful examples. Thanks!
Leslie Lee Sanders says
Nice post, Robert!
I love the delivery of your post. Nice balance of informative and humor. Love your bio too. 🙂
Mistake #3, being wordy is one thing I worry about in my blog posts AND queries. I almost obsess with finding that perfect word length to get my point across, even while sticking to what’s important and not veering off course with unnecessary info. So far, I think I’m doing pretty good finding it.
However, I do believe that a query letter IS the place to demonstrate your writing ability. That’s usually the first impression you leave with a potential client or editor. So in regards to writing skills, by all means, blow them away with your writing and query writing skills. Right?
Thanks for sharing, Robert!
Robert Jennings says
Thanks, Leslie!
I’d say yes, and no. Of course, you want your query to be on-point as far as grammar and usage go, and you want it to show your personality, but I consider that to be separate from showing your writing ability.
When I say writing ability, I’m talking about (and perhaps I should have made this clearer in the post) knowing the specific type of writing that your client is looking for. You don’t want your query to read like a blog post, for example.
Anton Rasmussen says
Great post, Robert!
I’m using this post as a template of sorts for my first QL. As some of the other commentators have said, I really like the “Instead of this” / “Try This” format of this post.
In regards to a “template”…
– Do you use any kind of template or is each query 100% unique?
– Do you use any programs (e.g. a text expander) to facilitate the querying process?
Thanks,
Anton
Robert Jennings says
Thanks, Anton. I have a general format that I follow, but I don’t use any templates or textexpanders. Everything is written specifically for each client I’m querying.
Every time I’ve used a template or a form letter for anything, I’ve forgotten to change some crucial element like “Customer Name.” It just doesn’t work out for me.
Anton Rasmussen says
Robert,
It’s good to know that not everyone is automating things these days!
I sent my first QL today and I was happy with my format and the way it came out (thanks be to you–and Sophie of course!). I’ve been doing enough work online now that I’m not holding my breath though. Just gonna keep pushing out content and hoping something sticks.
Thanks again Robert!
-Anton
Lauren Tharp, BAFB Community Helper says
That’s the spirit, Anton! Just keep trying. 🙂
And don’t get too down about rejections. They happen to every writer. Getting a rejection just means you tried. And that’s awesome. Keep trying!
Anton Rasmussen says
What’s the saying in sales, “Go for the ‘no'”?
I like the idea that there are barriers to entry… otherwise, it wouldn’t be worth doing 🙂
Appreciate the support, Lauren.
Lauren Tharp, BAFB Community Helper says
😀
Lauren Tharp, BAFB Community Helper says
Once you’re ready, send a pitch to us here at BAFB! Just be sure to read the guidelines. Quickest way to a “no” is to not follow directions.
Raj Persaud says
Great advice and excellent examples, both what to do and what not to do.
Thanks.
Emelia says
This blog post was quite helpful. I’ve been struggling to write queries to companies. 99% of my struggle was not knowing what to say in the query letters. Thanks a lot for this.
Ashley Gainer says
Great post. Thanks! I especially appreciate (as other readers did) the “do this, not this” format. I’m new to querying so having those concrete (and awesome) examples is really helpful.
Andrew Israel Kazibwe says
Woooooooooooow, such rich information I really take it, Thank you
Lauren Tharp, BAFB Community Manager says
So glad you found it useful, Andrew! 🙂
Addevi says
Great tips. I know this was posted ins 2013 but I like it so much that I wanted to show my admiration. 😀
Lisa Fourman says
For the record, Robert, I’m still giggling at your bio.
In other news, I find this article very useful for me as a writer. Having real-world examples of what not to do in a query put a new perspective on anything I put out in the future. Thank you for that!
Brit McGinnis says
OMG, so try about not telling your life story to the person reading your query. I was surveying applications for my book blog and this one applicant went on and on about her love of books. Her writing experience? Not even mentioned once.