ASK US WEDNESDAY: “How to successfully pitch an editor?”

by Leo Wiles
26 November 2014

What are your top tips for pitching to an editor? Karen

Writing and delivering the perfect pitch, especially to a new editor, is a job in itself. It has to demonstrate that you have a good handle on the story, showcase your writing style and professionalism while remaining short, to the point and enticing. Because captivating an editor’s imagination with a great idea wrapped in a strong pitch is the very first step to bringing your fabulous feature to life.

Here’s my take, as an old editor, on the best ways to pitch no matter if you’re a newbie or veteran – it’s all about the right approach:

1. Don’t waste my time Do not call as a preamble asking the best way to reach me or pitch – you’ll end up behind the eight-ball before you’ve even begun.

2. Get my name right If you can’t get this bit of research right with one phone call to front desk, I’m not trusting you to turn in a piece that demands factual accuracy.

3. Email it to the right person Don’t know who the section editor or newspaper editor is? Read the masthead! And use a direct email address – or risk getting your pitch deleted, forwarded on or simply lost in the clutter.

4. Use the subject line wisely e.g. STORY PITCH: 10 reasons men prefer porn to you

5. Understand their timeline Is the title or section a long or short lead? Vogue and other glossies can be up to a season, four months in advance while other monthlies and weeklies often have the middle section all sewed up at least two months in advance, leaving only news stories and picture sections to the last minute.

6. Read the guidelines Publishing submissions guidelines are there for a reason, so follow them.

7. Be topical Is this a hot topic – or a ho-hum perennial that will be done in-house by the editorial assistant? Or is it one that is subjected to the collective consciousness that’s probably in the pipeline already? If so you need a really cool twist to make it a page turner. Depending on the genre I like to throw a stat or two in from recent research or ABS data to illustrate why it’s of timely importance to readers.

8. Research your prospective audience It shows the editor that you understand what’s of interest to their readers and that you can reflect their house-style in your tone and turn of phrase. If you’re unsure, go online and read the media kit demographics.

9. Don’t rinse and repeat If you are pitching an idea that has been in the latest issue or six, chances are I will think you’re an idiot (or worse, someone who has never read the title that I spend 70 hours a week slaving over). So make sure you buy a copy, go online or head to your local library for back issues.

10. Sell the sizzle not the sausage Remember, a pitch is about whetting the editor’s appetite and showcasing your talent to tell a great story that deserves telling.

11. Be clear Are you setting out to entertain, inform or educate? If it’s hard news, what’s the expected timeline and travel requirements? Or are you planning a frothy fluff piece with a well-known celeb where images are going to be the hero of the piece?

12. Grab me with the headline Think cover-lines – six words max.

13. Stay on point A good idea is much like a joke: if you have to go into detail to explain it then it’s not working. Remember editors are time poor. If possible, with straightforward pitches go with two gripping, intriguing paragraphs that highlight what makes this a compelling read. Mention the hook, if it’ll be in first person, which experts you’ll interview – plus any recent research or stats, the captivating angle and of course the credentials which make you the right person to write it.

14. Include a blue print With complicated or long articles, outline how you’ll structure your feature in a way that engages the editor’s imagination – and offers elements that answer the readers’ potential queries. Some of the things to include might be ideas for; first /third person, the title, the main body, the fresh angles, breakouts, pull quotes images or infographics. For example, a handy guide on travelling with kids might offer a breakout on family friendly airlines, an infographic of top travel destinations for families, pull-quotes from parents, ideas on entertaining kids in-flight. Or perhaps you could pitch a complete package of text, pictures, video and audio depending on the publication and the way it delivers its news or features.

15. Make it personal If you’re pitching issue-led articles such as one on global warming and it’s impact on Tassie, then bring it home through the stories of individuals who are affected rather than a bunch of scientists and politicians with their policies and agendas.

16. Part and parcel At this point if you have compelling images or are thinking of selling a package let me know!

17. Word count The jury is out on this one. Personally I feel that it’s unnecessary and perhaps detrimental to include one as it’s obviously the editors decision. Of course if you’re pitching with a particular section in mind then obviously this will dictate the length anyway…

18. Show-off Do you have a little black book bursting with stellar contacts, elusive names and exclusive access? Then this is your moment step into the limelight and tap dance like Fred Astaire.

19. More is just more It is better to offer one kick arse idea than 10 mediocre ones that dilute your fab one.

20. Sign off Set up an email signature complete with links to your online portfolio and your contact details of course.

21. Fresh eyes Before you hit send take a break go back and read over your work. Remember you are impressing them with your ability to communicate articulately so don’t fall at the first spelling, grammar, punctuation hurdle.

22. Be patient I am working to my schedule, not yours – no matter how frustrating that may seem from your end. For more information on dealing with the pitch void check out our previous blog post, No word on your pitch? How to cold call.

23. Strike out If at first you don’t succeed try another title. One man’s Barbara Cartland can be another man’s Shakespeare.

Editors and freelancers have I missed anything? What pitching advice would you offer in our ever changing climate?