A Template For Pitching Projects
THIS IS THE EMAIL STRUCTURE I USE TO PLACE WORK WITH MAGAZINES, WEBSITES, TV CHANNELS, AND PRIVATE CLIENTS.
WHY BUY NOW?:
Why is now a good time to buy this work?
What’s happening in the world that makes this work timely?
Why is it relevant now?
(Scarcity will increase a project’s value.)
LINKS:
Provide links to the work in your portfolio.
One is enough, maximum two.
PREVIOUS PUBLICATION:
Has this work published before?
Does it have awards or exhibitions attached?
(Work that is unpublished is valuable, and with awards,
grants, or exhibitions attached its even more valuable.)
OFFER THE WORK:
Just a simple “would you be interested in publishing?”
SUBJECT LINE:
Five words maximum.
Make it arresting, but not untrue.
PERSONAL INTRODUCTION:
Describe your overarching themes as a creator.
Explain the geographic areas you work in.
(Location is important - future assignments will depend
on this as most freelancers are hired in proximity to the job.)
PROJECT INTRODUCTION:
Set the stage here.
Give an introduction to the topic. Keep to just a few lines of text.
WHY SHOULD THEY CARE?:
Tell your recipient why they should care about this work.
What’s different about the project, the story, or your angle?
What sets this body of work apart from all the others?
KEEP IT SHORT. SPELLCHECK THOROUGHLY. BE POLITE. FOLLOW-UP AFTER A WEEK.
HERE’S HOW OUR STRUCTURE LOOKS WHEN APPLIED TO A REAL PROJECT PITCH.
This was a successful pitch to The Washington Post and The Guardian, resulting in web and print publication.
Subject: Pitch – Texas Teachers Train with Pistols
Dear [First Name],
I’m an English documentary photographer, based in Texas, covering humanitarian narratives.
For a couple of years, I’ve been covering the topic of active shooter incidents in the U.S. Recently I've been spending time with teachers, students, and schools who’re arming themselves, undergoing defense training in response to the threat of attack.
In rural school districts, where police response times are slow, schools can’t afford to hire security staff, and are searching hard for solutions. With growing frequency teachers are carrying handguns into the classroom, under new laws like the Guardian Plan, as a means of defense against attacks like Sandy Hook and the Parkland school shooting. Private training companies are offering live- fire tuition to teachers, and defense tactics to students, as they ready for a return to campus in the fall semester.
Last week Betsy Devos, Secretary of Education, mentioned that she wouldn't investigate the link between the gun industry and climbing rates of school shootings. And the week before Texas Governor, Greg Abbott, called for more armed teachers, in response to Santa Fe.
Here's a link to images of gun practice, and physical defense training for teachers and students, and here’s a link to a portrait series of superintendents at schools already encouraging teachers to be armed in the classroom.
I wondered whether these topics would interest you? The work is available if you’d like it.
This chapter is currently unpublished but is part of a larger body of work supported by the Pulitzer Center. Previous chapters have published with NBC, WIRED, and Newsweek.
Take care and I hope to hear from you soon, it’d be a pleasure to work with you. Best wishes,
Spike Johnson