To help make the best impression, avoid this dirty dozen.

‘I hope you don’t mind me dropping you a line…’ / ‘Apologies for emailing out of the blue, but…’ 

Phrases like these have a defeated air. If you don’t sound like you believe in yourself, why will anyone else? Don’t brag but be confident. Say what you’re good at and back it up with facts and examples.

‘For as long as I can remember…’ 

This phrase will dismay editors and commissioners, who don’t have time for you to go through your life story. Instead get to the point, and show that you respect your recipient’s limited time.

‘I don’t know whether you remember me, but…’

So, you met an editor and they agreed to look at some of your ideas. This gives you an in, and there’s no need to agonize over how well they remember you, especially if you’re following up promptly, as you should. Just say: ‘We met at the BookBiz event last week and you offered to look at a few of my ideas, so here goes…’

‘Are you looking for…?’ 

Starting a cold email with a closed question is a risky strategy, because the recipient is always tempted to just say No. ‘Interested in fresh ideas from someone with three years’ experience in b2b journalism?’ Probably not. The editor has loads of writers knocking on their door. But a good idea – rather than a generic question – always has a chance of breaking through.

‘I’m currently in between projects…’ 

However innocent the reality, phrases like this sound like you’re trying to cover up something. Focus instead on what you have to offer rather than your personal circumstances.

‘I’d love to take you out for a coffee so I can chat through my portfolio/pick your brains’ 

Sending a cold email to an editor you’ve never met asking for a load of free advice at short notice shows a lack of awareness of how busy commissioners are. You’ll just come across as inexperienced and high maintenance.

‘For the past two years I’ve gathered a considerable amount of experience in many aspects of writing…’ 

Generic claims like this, without any examples to back them up, always sound an alarm bell. You don’t need thousands of clips – just send a couple of strong relevant examples together with a brief, well-written cover note.

‘I’ve had a look at your site and I love what you do…’ 

This stock phrase is all too often used by people who have never looked at your site. A few key relevant facts about your experience and some powerful ideas will make the same point much more strongly.

‘I can help take your clients projects to the next level…’

Sure, but you’ve got two typos in that first line, so I’m going to pass.

‘Dear Sir/Madam,’

No! No editor will respond to a generic message that looks like it’s been blasted out to a load of outlets. Finding out your recipient’s name is the bare minimum.

‘I’ve just retired and I’ve always wanted to write’/’I’m a new author/disabled/in college…’/’I go to the same gym class as a good friend of yours…’ 

An editor will consider your ideas on their merits. If you’re not a good fit for them, they can’t be expected to make special exceptions because of your circumstances.

‘I’m looking for something to tide me over between my travels’/ 

Likewise, editors aren’t likely to respond well to a pitch that implies the writer is just looking for a stopgap till something better comes along. As always, focus not on yourself but on what you have to offer, with evidence of strong ideas and quality work.

BIO – Dan Brotzel is the author of Hotel du Jack (Sandstone) and Kitten on a Fatberg (Unbound)