by Leo Wiles
10 August 2016
I absolutely SUCK at pitches, I get overwhelmed and rack my brain about what I can offer that particular publication. How did you overcome this, are there any tips on how to generate ideas? Paula
Hi Paula. As I had to fill 26 pages per week for years on a women’s weekly mag, I know your pain. It can be hard to generate new ideas, especially when you’ve been working for a long-term client. It can be even harder to make sure you pitch something just right to a title you’ve never worked for before.
Personally, I love pitching to a new outlet. Your ideas are fresh and there’s that extra boost of adrenalin that comes with a new client relationship (rather than an old client who feels like a pair of worn slippers). But, straight off the bat I make sure that I am familiar with the title, its house style, names of key players, section format etc. While flicking through, I also pay attention to the features that earned a page or a spread – noting which seems to be of most value to readers. That way, you’ll know what kind of news-led, human interest-led piece the publication is after. For example, with mags like Cleo and Cosmo you always knew that sex, plastic surgery and relationships sold – the kinkier the better.
Letter pages can also be a great place to glean ideas, as can a throwaway comment in a news section that you know is worth expanding upon. A lot of the time, however, it’s a case of the chicken before the egg. I’ll be chatting with friends, listening to the news, watching a FB feed go off in the comments section or in Twitter and an idea will come to me about a particular fact that begs to be explored. If it’s this way around, I’ll then research which title I think it best suits – although for most of us I’d hope that this would be second nature and not something to ponder too long on (otherwise you may be in the wrong business or writing for the wrong niche).
So where do great ideas come from? Being naturally curious – okay, nosy – helps. So too does being well-read and well connected with other ‘curious’ people. I find it fascinating to eavesdrop on what’s important to others.
If trade publications, tech etc. are more your bag, then you’ll be keeping a close eye on all the innovators in their sectors, the ABS newsletters and of their competition for those light bulb moments. If you like an idea jot it down. It may not work for today, but could be recycled at another time or spark off a new train of thought on a slow day.
Areas like travel are a lot like fashion – it’s about keeping a keen eye on what the current trends are, or spinning old angles with fabulous new ideas. Another way I’d be looking to remain in front of the curve is by making friends with travel agents and bookmarking travelogues of well-known writers and or travellers.
Then, of course, there’s the flip side of making sure your pitches are fresh and insightful by keeping a keen eye on current tech advancements in cruise ships airlines, travel gear. Knowing the latest news in the hotel and resort, spa and backpacking scenes as well as environmental factors such as wars and climate changes will ensure that you don’t pitch an impossible-to-deliver piece.
If these seem too daunting, you can head back to the drawing board and read a creative dryspell busting piece I wrote previously on reinvigorating creativity and coming up with pitch ideas.
You see, Paula, I’m fortunate to be one of those crazy people who can think up 34 impossible things before my fifth shot of caffeine!
It helps that I’ve had a life lived to the full and am genuinely interested in other people, believing that each of us have a story to tell and that as a writer, photographer and videographer it is my job to tell the best one.
And the good news is, the more you create the more creative you’ll be and the more ideas you’ll have. The only challenge with pitching is working out which one of those ideas is worth investing in.
How do you come up with story ideas? We’d love to hear your strategies in the comments.
Twitter gets a lot of bad press for people spitting invective at each other, but it is also used by individuals, businesses and govt/non-profit agencies posting links to interesting research and activities. If you follow a particular area there will be people posting on work they have done, and it’s also good for finding people who want to comment for a story. Once I set up lists on particular topics, I found Twitter more manageable.
Thanks Jan. Personally I find Twitter as exhausting as trying to catch up with a girlfriend in a noisy bistro or have a serious conversation in a nightclub. But as a interesting way to dip into trends or think outside the box I am with you it is priceless. It can also give you access to people bypassing the Marketing machine.