Most people don’t send bad pitches. They send forgettable ones.

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You know the type… polished to death, loaded with buzzwords, and terrified of saying anything remotely uncomfortable. Somewhere along the way, we were taught that safety equals strategy. That if we play it safe, we’ll stay in the game.

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But here’s the truth: safe doesn’t sell.

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Raw and Relatable Always Wins

The pitches that actually work aren’t always the most clever or beautifully written. They’re the ones that feel human; the ones that are unfiltered, honest, and maybe even a little messy. Journalists are flooded with pitches that all sound the same. The ones they remember are the ones that feel real and relatable.

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This is exactly why Marcus Denning, a legal practitioner at MK Law, says, “Journalists prefer raw and honest perspectives because they feel more genuine and relatable to their audience.”

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This isn’t a call to overshare for shock value. It’s about owning the parts of your story that aren’t shiny or tied up in a bow. The most compelling narratives are the ones where someone shows up, flaws and all, and says, here’s what really happened.

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Stop Scrubbing Your Story Clean

One of the most common mistakes in pitching happens right before hitting send, when panic creeps in and people start deleting anything that feels too bold. Suddenly, the parts of the story that show struggle or risk get stripped away. The pitch becomes safe, smooth, and completely forgettable.

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This issue isn’t new. Elizabeth Lawrence, Managing Editor at MAGA.com, shares, “I can’t stand pitches that try to cover up the truth or sound like corporate fluff. I’ve seen too many pitches that focus solely on promoting something without addressing the real, often uncomfortable issues that might be involved.”

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In other words, don’t sand down your story’s edges. If something is uncomfortable, but true, it belongs in the pitch. That’s what makes it credible. Playing it safe just makes it sound like everything else in the inbox.

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Pitching Is All About Timing, Not Just Content

Here’s the hard truth most people overlook: even the best pitch will flop if it lands at the wrong time.

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People get so obsessed with crafting the perfect message that they completely forget about the moment it arrives. And more often than not, the pitch isn’t the problem. The timing is.

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Ford Smith, Founder and CEO of A1 Xpress, knows exactly how this plays out because he’s seen it both in delivery and in PR. He explains, “In the early days, we’d show up early, thinking we were offering great service. But more than once, I heard from clients who were frustrated, not because we were late, but because we were too early. They didn’t have room to store what we dropped off, or the right people weren’t available to handle it. That’s when I realized: speed alone isn’t enough. It’s about timing. I see the same thing happen with pitches. 

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My inbox is full of pitches that aren’t bad at all, but they’re mistimed. They show up before I’m focused on that problem or long after I’ve moved on. The pitch itself isn’t the issue. It’s when it hits. In both delivery and PR, rushing to be first can backfire. The right message, at the wrong time, still falls flat.”

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This happens constantly. A pitch arrives too early before a journalist has even started thinking about that topic, or too late, when the moment’s already passed. Either way, it gets ignored.

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Safe Isn’t Strategic.. It Never Was

Here’s the uncomfortable reality about pitching: most people aren’t getting rejected because they’re bad at it. They’re getting rejected because they’re playing it too safe.

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Safe doesn’t make anyone lean in. Safe doesn’t spark curiosity. Safe doesn’t get results.

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If you’re serious about landing media, stop worrying about fancy templates or flawless subject lines. Focus on telling the truth, even when it’s uncomfortable. Make sure your timing makes sense for their world, not just yours. And above all, stop scrubbing away the parts of your story that actually make it worth telling.

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That’s how you stop pitching like everyone else and finally start getting somewhere.

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If you like your advice sugar-free and straight-up, you’ll want to see what’s waiting at Don't Be A Little Pitch.