Writing an Effective Pitch
How to Pitch Your Visual Work
Photo editors are inundated with emails every day. Many are vague, confusing, or scattershot, and even strong work can be overlooked if the pitch doesn’t stand out. Your pitch is your first impression — it determines whether your project gets noticed or ignored.
What makes the difference between an email that’s never opened and one that leads to an assignment?
Here’s a framework:
Subject Line
Think of this as your headline. Keep it short, clear, and specific so an editor can instantly understand what you’re proposing. Avoid extreme and generic phrases — a subject line should communicate both your idea and why it’s relevant.
- DO “Pitch: The Hands that Feed the U.S”
- DON'T “Check Out My Photos!!!”
Greeting
Always address the editor by name. “To whom it may concern” or “Dear Sir/Madam” feels impersonal and signals a mass email. A direct, personal greeting shows respect and increases your chance of a response.
Email Body
Begin with a brief introduction — who you are, why you’re reaching out, and what makes you the right person for the project. Then, open with a hook that shows why this story matters to them. Strong hooks often:
- Connect to something timely (Given the cultural climate around immigrants and immigration …”)
- Tie to their audience (“This would resonate with your readers who…”)
- Emphasize unique access (“Through my personal connections with …”)
Showing that you understand the editor’s needs helps elevate your pitch above the noise.
The Plan
Editors want to know what you have a plan to create and complete your project. Briefly outline it for them, including: who or what you’ll photograph, the format, and your timeline. Keep it concise but clear enough to show you’ve thought it through.
Example: “I’ll make 10 environmental portraits of people who work in the NorCal food sector over five days. Ill have three images per person: the portrait, a detail and a candid image. I can include edited audio interviews with each, as well."
Work Samples
Include a link or attachment that demonstrates your ability to execute this kind of project. Curate carefully. If you’re proposing a documentary story, don’t send only studio portraits. Make sure your portfolio matches the work you’re offering.
Closer
End with a call to action. Be polite, professional, and specific. Make it easy for them to say yes — or at least respond. Examples would be, “Would you be open to a quick call next week to discuss?” or “I’d be glad to share a full treatment if you’re interested.”
Tone Matters
Keep your tone respectful and your email concise. Avoid long blocks of text and aggressive follow-ups. Editors remember photographers who treat them as collaborators, not as gatekeepers. Even if this pitch isn’t accepted, a professional approach can open doors down the line.
In Summary
A strong pitch doesn’t just showcase your images — it highlights that you can think like a storyteller, understand an audience, and respect an editor’s time. Get those elements right, and your pitch is far more likely to rise above the crowded inbox.