When pitching a publication as an expert contributor, it is essential that you demonstrate your credibility to the editor. They need to be persuaded that you have something of value to offer their readers by demonstrating, in a few short sentences, that you are an expert in your field.

It’s not enough to know your subject deeply. You have to demonstrate the validity of your insights and recommendations to the editor. You must convince them that they can trust you with their readers.

One of the ways this is often done is by listing the other high-visibility publications that have published your work. While writing for these publications is certainly a strong credibility indicator and certainly should be mentioned in your pitch, it isn’t essential. Editors are much more interested in knowing that you have something to say that will serve their readers.

If you haven’t written for a high-visibility publication in the past, there are still plenty of credibility indicators you can include in your pitch. Consider these five types of credibility indicators and include the ones that make the strongest case:

1. Highlight your education and training.

Education and training is a credibility indicator that never goes out of style. Here are some questions to consider when highlighting your relevant experience:

• Where did you go to school?
• What degrees or certifications do you have?
• Did you study under a renowned expert in your field?

This is where many people start when outlining their credentials, but your education and training may not be a terribly compelling credibility indicator. That’s okay. Just because we often start with education and training doesn’t mean it’s the most compelling thing about you. Remember Bill Gates? He dropped out of Harvard and never got a college degree, but no one would question his credibility.

2. Emphasize your impact.

One of the reasons high-visibility publications seek contributing experts is to provide their readers with insights from people with boots-on-the-ground experience. Readers are used to getting a journalist’s perspective. As an expert, you offer insights no journalist can. When reviewing the impact your work has made, ask:

• What tangible and intangible results have your clients achieved with your help?
• Do you have first-hand experience of the challenges you help others solve?
• Have you been doing your work for a long time?

Impact certainly can be a strong credibility indicator, but it needs to be used sparingly so you don’t risk being perceived as being overly promotional. When writing about impact, stick to the facts and avoid hyperbole. Let the results speak for themselves.

3. Demonstrate your authority.

It isn’t enough to tell the editor you are an authoritative expert; you need to show them. And if you’re pitching a publication to write an article, the best way to show them that you are an authority (and that you will be easy to work with) is to share your writing. So, ask yourself the following questions:

• Have you published a book or written for business magazines, association publications, trade journals, or other third-party publications?
• Do you write articles for your blog, newsletter, or LinkedIn?
• Do you have a framework, system, or method you use with your clients?

Writing is not about the ink; it’s about the think. The writing you do for your business allows your editor to see how you think. And because the writing needs to stand on its own, it allows the editor to dive in and evaluate your thinking. This is why when you pitch a publication, you are often asked to include links to three writing samples. A good piece of writing — regardless of where it is published — is an excellent authority builder.

4. Identify your affiliations.

We are judged by the company we keep, which is one reason why you want to mention that prestigious school or training program. But those affiliations aren’t the only ones that serve as credibility indicators. To uncover more, ask:

• Are you a member of any industry organizations?
• Have you served as a volunteer, led a workshop, or contributed in a meaningful way to an industry association?
• What companies have you worked with, either as a consultant or employee?

If you are affiliated with a well-known and respected organization, it is often worth noting it — especially if you’ve been actively engaged with that organization as a volunteer, speaker, consultant, or employee. Any time you can show that others have vetted you and found your work valuable, you reduce the perceived risk the editor takes when they choose to work with you.

5. Provide social proof.

Social proof is a powerful credibility builder because it demonstrates that others have taken a chance on you. That reduces the perception of risk (and editors tend to be a risk-averse bunch). When you’re thinking about social proof, ask yourself:

• Have you been interviewed by a notable individual, appeared on a podcast, or been featured in any other media outlets?
• Have you had the opportunity to speak in front of an audience at a company, school, community group, or conference? Have you given a TED or TEDx talk?
• Have you won a competition or been recognized as a leader in your field?

Social proof matters. When editors know that others have taken a chance on you and had a positive experience, they have more confidence in their decision to invite you to work with them. It alleviates their concerns.

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Before an editor will approve your pitch, they need to be convinced that you are someone they can trust with their readers. Having a point of view is critical, but it isn’t sufficient. You need to show them how you think and demonstrate your credibility.

The key is to make sure you only include the most compelling and relevant credibility indicators in your pitch. If you’ve written for another high-visibility publication, definitely mention it. Not only does that demonstrate that another publication already vetted you, but it also lets the editor know that you have some experience working with a publication.

If you haven’t written for another publication, that’s okay. (While that may be essential for freelance writers, it is rarely a requirement for contributing experts.) You’ll still want to include a couple of writing samples that demonstrate that you have something of value to share.

Keep in mind that you are pitching an editor whose first priority is their reader. Show them that they can trust you with their readers. Anchor everything you do in value, and never treat your readers like walking wallets.