Someone pitched me an article this week, and while the idea sounded decent, I declined based upon his online presence…or lack of one.

He told me he could send his CV and a list of articles he has done, but they were not online. He had a handful of articles with links. The problem arose when it came to demonstrating who he was. His photo looked like a blurred thirty-year-old passport photo. His only presence was on LinkedIn and even then only had 42 connections. His page graphic was a stock photograph, having nothing to do with who he was or what he did. Very very generic.

These days, that looks very very scammy.

I tried to explain to him that when my readers read his writing, it reflects on me in having chosen him. When they click on his link and reach a questionable presence, that reflects on me.

Keep in mind that writing an article is more than just about the topic matter. It’s about the reputation of the writer and the reputation of the publication. The following are the considerations of an article being selected:

1) Is the article well written?
2) Is the topic pertinent to the reader with strong take-away value?
3) Is the writer reputable (i.e., online presence)?
4) Will the reader be able to research the writer for more information?
5) Will the publisher benefit from the reader’s reach?
6) Is the contracted article equally beneficial for both writer and publisher?

It is about more than a writer selling words and getting a check. When you pitch, remember:

1) It’s about the fit of the article.
2) It’s about the fit of the writer.
3) It’s about the benefit of the publisher.
4) It’s about the benefit of the reader.

The last factor is it being for the benefit of the writer.