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For designers, builders, remodelers, architects, landscapers, and more, seeing your work in a print or digital publication is an exciting way to gain exposure, establish credibility, and attract potential clients. The good news? Editors like me are constantly on the lookout for compelling content that serves their readership, and getting featured isn’t as elusive as it might seem. Here are my tips, tricks, and insiders’ advice for a response that holds a resounding “yes.”
Reaching Out to Editors? Here’s How to Pitch Effectively
Editors juggle multiple stories, deadlines, and responsibilities—just like you! Think ahead to what they’ll need and provide that upfront, because the most effective pitches are complete ones that don’t require back and forth. Here’s what to include:
Project Name: I won’t overexplain. If your project has a snazzy name, great. If not, don’t worry. It’s not necessary nor a deal breaker.
Key Players: Include the builder, architect, interior designer, landscaper, remodeler—everyone and anyone who was critical in the completion of your successful project. (Have their contact info on hand? Bonus points.)
Project Location: Different publications will have differing needs in relation to this. Midwest Design, for instance, has specific geographic requirements for publication—either the company or project must be based in Minnesota.
Project Completion Date: Most publications prefer content that’s fresh and relevant. If your project is more than a few years old, it might not be considered timely enough. Each publication will have differing guidelines.
Project Description: Tell us about your project. Include goals and visions, project scope, specific aspects that make it unique from other projects you’ve done before, or any other relevant information. Keep it concise, but squeeze in the pertinent info in an exciting way.
Availability: Has it been published elsewhere? If so, the scope, timing, and type of coverage might preclude another publication from printing it again. If you’ve pitched the story somewhere else or if it has been published before, let the editor know. This transparency fosters trust.
Client Permissions: Is your client comfortable with their home, a very personal and sacred space, being published for thousands to see? Make sure the answer is “yes” before pitching.
Anonymity: If your client has given the OK but would prefer to be unnamed, make sure to disclose that. The answer might preclude coverage depending on publication.
Photography: High-quality, well-styled images are critical, and editors oftentimes want professional, high-resolution photos on the front end when considering publication. When submitting images:
- Use platforms like Google Drive, Dropbox, or WeTransfer—and be sure to grant the editor access on the front end.
- Send only a curated selection of the best shots. If they need more, they’ll ask.
- Confirm with your photographer you have usage rights for all submitted materials.
It’s Never Black & White: Key Considerations From Editors
Not to sound like an early 2000s infomercial, but “but wait … there’s more!” applies to this topic—and most of it lives somewhere in the gray.
- Before pitching, research the publication to ensure your work fits its scope. Editors prioritize their audience. If your pitch doesn’t align with their readers’ interests, it won’t make the cut—even if the work is impressive.
- Both print and digital features have value. Print real estate is limited, so oftentimes editors will need to determine if they have “room” for it in their upcoming issues. Sometimes a project is great but simply doesn’t fit into their editorial calendar at that moment. (An editor might offer you digital coverage or ask if you are willing to hold the project. Weigh your interest, consider the pros, and proceed accordingly.)
- Larger, national magazines might have stricter guidelines, while regional publications might be more flexible. If you’re new to pitching, starting with regional outlets can be a great way to gain exposure.
Positioning Yourself for Media Attention
What about a scenario in which an editor reaches out to you? This might mean your marketing efforts are effective, and your work is picking up traction and getting noticed (congrats!). Here’s how to increase the chances of that happening:
- Show Up on Social Media: Posting your projects consistently to your website or on Instagram can put you on an editor’s radar. Many editors discover potential features simply by scrolling socials. (Have you checked out our digital marketing series yet?)
- Present Your Work Well: Invest in professional photography and curate your online presence. Your website and social media should showcase your best work in a clean, polished manner.
- Engage With the Right People: Tag publications when you post relevant content. Engage with their posts by liking, commenting, and sharing. The more familiar your name becomes, the more likely they are to keep tabs on your work.
What To Do If Your Pitch Is Rejected (Or Ignored)
If you receive a rejection (or don’t hear back at all), don’t be discouraged or take it personally. Here’s how to handle a rejection with professionalism while keeping doors open for future coverage opportunities.
If You Receive a Respectful “No”
- Thank the editor for their time.
- Ask if they have any feedback they can share.
- Move on and try another publication.
If You Hear Nothing
- Wait a week and send a polite follow-up.
- If there’s still no response, assume they’re not interested and move on.
Have a project you think would be a great fit in Midwest Design? Shoot me an email—let’s connect!
