Self-Syndication: Writing the Query Letter

Once you have chosen your column topic and have prepared a sample column to show editors, it is time to put together the query letter. This is the step that you do not want to rush. It may be the only chance you have to attract the editors' attention and it is important that your query letter reflect who you are as a writer and what they should expect from you in your columns.

These are the basic sections of a query letter for a self-syndicated newspaper column:

1. The pitch- what the column is about.

This is the most important piece of the query letter. Make it count! Start by imagining yourself in front of the editor and having to describe your column in one sentence. What would sum it up? That should be your lead sentence for this section. Don't make the editor wade through paragraphs singing the praises of the column and the topic to find out what it's about. Sum it up quickly then offer a few sentences showing that you understand the market for your column and why readers will read it.

2. Who you are- and why you're the right person to write the column.

This section can get out of hand quickly and is the area where potential columnists fail on the most. It is important to get across what your qualifications are to write the article. It is not important to tell the editor about your award for ninth grade band or the fact that you raise chickens (unless you are writing a chicken column). Don't overdo it. The editor will evaluate the usefulness and quality of your work via the sample column you are including.

If you have a professional-quality head shot of yourself, include it with the query. Most columnists will have a photo on their column and an editor will want to assess how likeable you appear to be from your photo. If, however, you only have a blurry picture taken while you barbequed in the back yard last summer, don't bother. It is best to have no picture than to have a bad one. Again, you may only get one shot to attract the attention of the editor.

3. How much- what will it cost the paper.

There is much debate over whether you should include what you charge for the column in the query letter. Many columnists ask the editor to contact them for pricing. This is a bad idea for many reasons. First, why would you want to make it more difficult for the editor to make a decision on picking up your column? He or she can't decide until they know the price. Not including it will lead to an editor thinking that the price is exorbitant and that you will try to explain on the telephone why it is so high. No one wants to be stuck on the phone with a writer who thinks he or she is going to get $100 a column. Choose a price (see my related article on setting a price) and put it in the query letter.

4. Sample column.

Include a sample column for the editor to consider (see related article on developing a sample chapter). The sample chapter should go at the end of the query after the letter portion and after you have asked the editor to contact you to express interest.

It is a good idea to let editors know that they are free to run the sample column in their papers in order to judge reader response. Make it clear to them that you are offering the sample column for no charge. In order to see if any newspaper takes you up on the offer, have a Google Alert set for either your name or for a sentence in the column. That way, you will be notified if the column appears anywhere. Be sure to follow up with any newspaper that runs the column.