Comments on: Myths About Queries

By: Paula

Paula — Tue, 27 Oct 2009 15:51:16 +0000

Thanks for the DM figures, Eileen.

When you wrote: "But queries aren't like DM in that each query must be custom-crafted for a market of one (the editor of the publication). If you want to reach out to three editors, you have to slant three different queries. With DM, you slant your pitch to the characteristics of the people on the mailing list."

That was sort of what I'd intended to get across when I said queries were much like highly-targeted DM campaigns. (Of course, what direct marketer won't argue that his or her campaign is highly targeted just because they insert a person's name. LOL.) Perhaps I should have said "with targeted pin-point accuracy" or something more, well....specific.

For clarification, I never send identical queries to different publications. Even when the subjects are similar, the specifics within each query are slanted to the particular publication.

By: Lori

Lori — Tue, 27 Oct 2009 11:27:57 +0000

You go, Diane! Fantastic news. Don't you love those sweet dilemmas? 🙂

Amie, I did notice – the sun came out! That was you? I wonder – are you still around?

By: Diane

Diane — Tue, 27 Oct 2009 10:55:23 +0000

I DO send the same idea to several magazines, but they're all slanted specifically towards said magazines. In the old days I'd send the exact same query to 6 different magazines thinking I'd be lucky if 1 took it on let alone 6 … and then I had 3 pick one up at once, which was lovely but scary. It went to the highest bidder. 🙂

By: Amie

Amie — Tue, 27 Oct 2009 03:38:41 +0000

Completely off-topic . . . did you sense a disturbance in the Force today (Monday)? If so, that was me, flying into Philly.

By: Lori

Lori — Mon, 26 Oct 2009 20:28:33 +0000

Don't we all suffer the lack of confidence at some point, Wendy? You live and learn. :)

Devon, that's a problem that can't be fixed. Egos don't belong in writing - not that kind, anyway.

Yes, clips have to be relevant. Totally agree, Paula. I send two to three - no more unless they ask for more. And I send them ONLY if they ask for them, and always in URL form. No attachments - most emails will ferret out attachments to the Spam filter.

Eileen, right now I'm working within a 1-in-8 ratio. Not bad for queries in this market!

By: Eileen

Eileen — Mon, 26 Oct 2009 16:27:42 +0000

Okay, I've been thinking more about Paula's comment that queries are like direct marketing campaigns. They are and they aren't. They are alike in that you must really understand your target audience and know what's important to them. But queries aren't like DM in that each query must be custom-crafted for a market of one (the editor of the publication). If you want to reach out to three editors, you have to slant three different queries. With DM, you slant your pitch to the characteristics of the people on the mailing list. The letters I write to marketing directors of dietary supplement companies are written to go to 200 people at a time, not one. As a marketing method, I find it to be one of the most effective, right alongside word-of-mouth referrals.

By: Eileen

Eileen — Mon, 26 Oct 2009 16:20:20 +0000

In direct marketing, a 2% response rate would be stellar. 1% is considered excellent these days. And one major direct marketer, who measures these things down to the tenth of a percent, is thrilled with a 0.45% response rate. But different industries will have different benchmarks, so these numbers may not apply to any one specific situation.

By: Paula

Paula — Mon, 26 Oct 2009 15:57:19 +0000

The only thing you left out, Lori, is clips. Some beginners don't have any clips they feel are adequate, but others send in way too many irrelevant or mediocre clips. The magic number I try to stick with is three. Never inundate and editor with tons of clips. More it not better. Even one decent clip is good for a beginner. While published clips are best, many magazines will also consider high-quality unpublished clips.

As for snail mail vs. e-mail, I agree. I was shocked to read some replies in a huge LinkedIn Group (I may have quit that group by now) where a "professional" was telling newbies that ALL editors now prefer e-mail queries. I set him straight, also pointing out that some spam filters trap e-mails with words like "opportunities" or "freelance" in the subject header. I still wonder if that guy may have been attempting to undermine his competition.

Lastly, new writers need to realize queries are much like highly-targeted direct marketing campaigns. I don't know what the actual statistics are, but when writing a direct marketing article several years ago, I believe a source said they were happy if they got a 7% response, but 2% or 3% was closer to average at that time. (Someone please correct me if you know the actual figures!) Of course, a well-written query will be specific to a publication and/or editor, so the response rate should be higher - maybe 10%. When you're pitching to editors who already know you, your odds should go up dramatically.

I'm about to send a few ideas to one of my long-time editors, and the odds are about 100% that at least one of the ideas will be assigned, but far less that all will be assigned.

By: Wendy J.

Wendy J. — Mon, 26 Oct 2009 12:53:04 +0000

I admit that I haven't written too many Query letters. The ones I have, weren't successful, because I basically did everything that, I now read, you're not supposed to.

My first query letter was a doozy. I was great at selling them on NOT buying the article. It would go under the category of apologizing for lack of experience. I think I spent about half of the letter telling them how inexperienced I was at writing, even though I knew the topic. I wonder why they rejected it? LOL!

One of these days, I should brush up on that and do one right for once.

By: Devon Ellington

Devon Ellington — Mon, 26 Oct 2009 12:35:32 +0000

Some of it it carelessness, but I've also noticed that a lot is ego — they think they're so brilliant, the rules don't apply.