Articles are a great way to promote yourself or as a way to get paid to promote others. I spent many years as an article writer “way back when” most publications were still in print, not online. The competition to attract column space was fierce and there were a limited number of publications for specific topics. I also spent a number of years on the opposite side of the desk, as a magazine editor. It didn’t take long to filter out the bad pitches from the good.

Opportunities have expanded, but so has the number of aspiring writers who compete for by-lines in both print and online publications. If you want to increase your chances of rising to the top of the query pile, here are some fundamentals that will put you ahead of the rest:

Audience is King

A single topic may be appropriate for any number of publications but you MUST craft your story pitch to each one individually. Why? Because every publication is targeting a very specific reading audience and it is your job to pitch your story in a way that speaks directly to that specific audience. The editor does not want to know why your story is a good one. The editor wants to know why your story is a good one for his or her readers.

Know the Rules—and Follow Them

Every publication—online and off—has rules for submitting article queries. Find them and follow them. Yes, I know, sometimes breaking the rules gets more attention but, unless your idea is exceptional, you are more likely to annoy an editor than impress one.

 Avoid Signs of Inexperience

You can be an amateur but look like a professional if you use a little common sense. Refrain from addressing an editor as though he or she is your buddy—unless they are. Never send a resume; it’s irrelevant. Don’t ask questions that are likely answered in an FAQ like the acceptable word count or a per-word rate for submissions. Your query should focus on what you have to offer, not on what you’ll get in return. The only question you should be asking in a query is, “Are you interested?”

Stick to the Subject

Just like there is no possible reason for you to send your resume with a pitch letter, there is no reason to send summaries of prior publication or your background unless it is relevant to the article’s subject. Sending two or three clips of previous articles—some of your BEST work—and preferably accessible online, is appropriate and the more relevant it is to the subject matter, the better.

Share Sources

To persuade an editor that your article will be backed by authority, you must identify the names and credentials of your interview subjects or whomever will be used as a consultant. Only include those whom you know will work with you. Your interest in a topic is not a credential. Being able to quote knowledgeable people isn’t much better—you’re not writing a term paper. You must demonstrate that you have reliable, relevant resources who will contribute to the content.

Audition for the Part

Your pitch is your audition for the part of article writer. If you want to prove you can deliver an engaging, succinct and audience-conscious article, you must write an engaging, succinct and audience-conscious pitch. Tell the editor what you plan to do and how you’re going to it. If you ramble and go off on tangents in your pitch, an editor will suspect that you’ll do the same in your article. An editor’s job is to enhance your submission, not rewrite it.