Query Letters That Sell Your Story Learn how to leave editors wanting more.
By Al Lautenslager Edited by Michael Dolan
Opinions expressed by Entrepreneur contributors are their own.
Q: I have somethingI think the press/media will be interested in, but it's not inpress release form-it's an article. Can I send that toeditors?
A: The way to getyour "story" in front of the editor is to use what iscommonly known as a query letter. The purpose of this letter is tobriefly suggest facts and information to an editor about yourstory. The key word is briefly. A query letter is a summary ofinformation; it is not the whole article. It is sort of a"tease" that makes the editor want more. The challengehere, of course, is to take your information and condense it into afew paragraphs for the query letter.
Many times a company will send out a press release and, at theconclusion, mention something about the contact person beingavailable for interviews. Interviews are most often requested as aresult of queries, not press releases. If you're trying to geta radio or TV interview, then pitching the producer (the equivalentof editor in the print world) with a query letter will increaseyour probability of success.
What goes into a query letter? First, it is still a letter, soyou should present it as such, professionally and concisely. Startthe letter with something that immediately captures the interest ofthe editor/producer: a quote, a controversial question or somethingthat would make a reader stop, think and read what you have to say.Remember, you are teasing here, so your goal is for them to want toread further.
Following this, get right to the point of your pitch. It'salways good to put why your article/information is important to thereadership/viewership of the publication. At this point, it'sOK to get a little deeper into your subject matter to round out thesummary, but remember, you are still "teasing." Anyspecial twists or reasons why your situation is unique can bestated here. A few more facts (not fiction or opinions) can beincluded to round out the summary.
Back to writing basics and communicating what editors want tohear, you would then communicate exactly what you are proposing.Editors will check here to make sure you understand theirpublication-what column, what department, what section of thepublication. Editors also like to know the length of your proposedarticle. It again lets the editor know that you know whatyou're doing.
To further lend yourself credibility, you can cite otherpublications where your information has been published or wheresimilar stories were printed. Also, include a brief bit about yourbio/background, not the long, drawn-out bios that you would usewhen people introduce you to speak. A standard letter closing,stating next steps and follow-up with the appropriate level ofcourteous, respect and etiquette, concludes the query letter.
Query letters can be very powerful. They can be the start ofsome very good media relationships and will once again help editorsand reporters do their jobs. Do that, and your ability to use themedia in your marketing mix will have a higher probability ofsuccess.
Alfred J. Lautenslager is an award-winning marketing and PRconsultant, direct-mail promotion specialist, principle ofmarketing consulting firm Marketing Now, and president and owner ofThe Ink Well, a commercial printing and mailing company in Wheaton,Illinois. Visit his Web sites at http://www.market-for-profits.com and http://www.1-800-inkwell.com, or e-mail him atal@market-for-profits.com.
The opinions expressed in this column arethose of the author, not of Entrepreneur.com. All answers areintended to be general in nature, without regard to specificgeographical areas or circumstances, and should only be relied uponafter consulting an appropriate expert, such as an attorney oraccountant.
