by Michael Carroll

Created on: April 11, 2010

It is certainly true that Internet writing is different from that found in the print media. It is so often very much worse.

Instant accessibility on the web makes publication so easy that many writers clearly ignore the basics of good writing practice.  But publications with paid for advertising should always be professional.

Generate an idea, research it and sell it before even considering writing.

Free blog sites are easy to set up but are too often highly personal. Many writing sites offer easy admittance to new writers but frequently allow poorly written articles onto their pages. With so little editorial control it is easy to see why the sales pitch is seldom considered. Very often there is no one to approach anyway.

Without a real, live, human being filtering web content writers, or at least ambitious writers, need to set up an imaginary editor.

It is important to know just what an editor does. Unlike a copy editor (sub editor in Britain) who checks facts, writes titles and headers and tidies up grammatical errors and points of style (amongst other functions) an editor is really the archetypal reader. He, or she, represents the magazine's readers and attempts to give them what they are paying for. To gain a footing in the world of traditional magazines or newspapers (which is what many Internet sites try to emulate) work must get beyond the editor's slush pile.

It follows that the first point in any sales submission will be to show knowledge of the customer base.  Whilst it may be impossible to know exactly who will actually discover web based copy writers can at least consider their desired audience. Will readers be informed? Will they be looking for absolutely basic information?

Non solicited work is usually unwelcome, editors being busy people ruled by very firm deadlines. They prefer to get a sales pitch which allows them to give them to give a very firm yes or a definite no. If they are interested they can give offer advice at this point. That is part of their job, to shape future copy. The very best editors often act as mentors for promising fledgling writers.

Before attempting to sell an idea it is best to understand the particular magazine; its aims, its style and its purpose. It's no use trying to sell a short story to most modern newspapers as they simply don't use them. And why add personal reminiscence to an electronic site that aims to provide specific advice?

How would you pitch to an editor though? Once you know the outlet, which means knowing the readership, you have made a start. Think of an idea that the readers will appreciate. Consider why you are the ideal person to write it. Maybe you have a specialized knowledge of the subject, or your researches have revealed a fresh angle.  

Considering these points has the added advantage of helping the actual writing along. Talking through a proposal helps to clarify the actual idea. It provides a chance to discuss exactly which parts of research materials will be used and which parts need to be emphasized. It also helps to decide which particular angle any particular article will follow. With firmly agreed guidelines it is much harder to stray from the point.

Offering a brief plan of action is a good strategy in any sales pitch. What points will the article raise and how much weight will be given to each one?

Again this helps the actual writing process. A good idea pitched to a responsive audience, well researched and meticulously planned is more likely to be successful.

Knowing exactly what is on offer, how it will be treated and who the potential readers are is a much surer way of producing lively, interesting copy. And that is always worth reading.

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