Hey friends,
It’s a new Wednesday which means a new workshop, and this weeks is special because we’re trying out a video format! #brave. (And if video isn’t your thing, Jo has lovingly created a cheat sheet of key takeaways below.)
This is a workshop for:
Non-fiction writers who want to get their articles and personal essays published in top tier places like The New York Times, HuffPost, Business Insider, Washington Post and Wall Street Journal.
Your instructor:
Amber Petty — LA-based writer and marketing coach who’s written for NY Times, Parade, Bustle, IFC, and helped hundreds of clients get their first bylines.
Key takeaways:
Step-by-step instructions on exactly what to put in your pitch
Pitching angles proven to grab editorial attention
Top tips to help you fine-tune your pitches and avoid common mistakes
What editors don’t want to see
Why you shouldn’t be scared to approach the Big Names
By the end of the workshop, you’ll have everything you need to brainstorm new ideas, draft a bunch of killer pitches, and get your stories out there!
Pitching 101 — A Certified Guide
“Editors don’t really care about your background, your history, or your education. They care about your story. And this is how we present that story in the best possible way…”
What do editors want?
It can feel daunting to send your idea to an editor, but here’s the thing: editors need stories. A good, confident pitch is essentially saying, “Hey editor, you have a problem. The problem is you need a lot of stories and you don’t have enough writers to do them all. I have a solution.”
So remember:
Pitches don’t have to be fancy (perfectionists, we’re lookin’ at you)
For a story to sell, it doesn’t necessarily have to be headline news or Pulitzer-winning stuff. It just needs to be a little bit helpful or a little bit entertaining.
There’s a rainbow of content out there and we need all the colors!
How to come up with ideas
Start with something you know. For example, one of Amber’s students created a pitch: “7 Improv Techniques that Make Conversations at Work Less Awkward and More Productive” by applying her niche knowledge (improv) to a broad situation (social awkwardness at work)
Editors are looking for unique and unusual perspectives (especially for personal essays)
What questions do you get asked again and again by clients, friends, family, because of your specific skillset or knowledge?
What’s a common problem that you have an answer for?
Try brainstorming by picking up a random object and letting your mind wander through interesting questions, thoughts or memories to create seeds of ideas for articles and essays
The basics of pitching
A pitch is not just a summary of your story. It’s a sales tool. You’re selling your story. The biggest hurdle is taking your idea from a topic to an angle, but you also need to show editors why your story is relevant, and why people will want to read it.
What is your specific story angle (and who is it for)?
Try to make your idea as simple and specific as possible (one of the biggest editor bugbears is broad topics)
Be super clear who you’re talking to and why they might be interested in what you have to say
Often, when you think you have a story, you could actually split it into three by narrowing the focus to specific audiences or angles
Why is it important now?
Is your story seasonal? Topical? Responding to a recent trend, movie release, or study? Dealing with a common issue?
Make a case for why it matters, and why people want to read about it right now. Use stats to show you’re aware of who your audience is.
Why should you write it?
What unique insights or qualifications do you have on your topic?
Do you have an interesting personal perspective or unusual angle?
It doesn’t necessarily matter if you don’t have huge amounts of experience or qualifications if you can show you’ve done your research and you’re super passionate about your subject
If there’s anything that makes you stand out, show it!
How to structure your pitch
Subject line: Always include the word ‘pitch’ in your subject line
Headline: Write a headline for your story that matches the publication style you’re pitching and grab the editor’s attention
Intro: Address the editor by name if possible (or if in doubt, or just say hi). Then get right to it: “Hi, here’s my pitch.” Editors don’t have a lot of time so don’t waffle.
The pitch: This should be approx 250-350 words — concise and to the point. What’s your specific story angle? Why is it important now? Why are you the person to write it?
A bit about you: Keep it short and relevant. Eg: brags, qualifications, awards, bylines and experience connected to your pitch. You can also include where you live and other fun facts about yourself that might lead to future assignments (eg: localised topics or something related to a random hobby or interest). Show you’re human, creative and interesting.
Samples of your work: Link to specific clips of previous publications, if you have them. If not, you can link to your blog, or even write a spec piece in the style of the publication you’re pitching and publish that on Substack or Medium to show an example of your work.
Pitching FAQs
Do I write the article before I pitch?
You almost always pitch first. The only exception is if you’re writing an op-ed or a personal essay — often then you do have to send the whole thing.
Can I pitch the same thing to multiple publications at once?
Yep. Just don’t BCC them into one email. Tailor each pitch to each individual editor/publication.
When/can I follow up on a pitch?
It’s totally fine to send a brief email saying “Hi, are you still interested in this story?” if you don’t hear back after a week.
How long should a pitch be?
Avoid going longer than 350 words. Editors don’t have a lot of time and they want to see you can be succinct.
Is a pitch just a teaser or can I include spoilers?
Always make sure you include the most interesting parts in the pitch. Don’t be coy if you’re pitching a personal essay or any story with a surprise in it — spoil the ending!
“And that’s how to pitch. Find the editor’s email, follow the steps above, and send out your pitch. It’s really that simple. And a beautiful way to your name out more, make a little bit of money for your writing, and get publicity for all the wonderful things you do!”
Questions? Thoughts? Wanna share your pitch?
Comment below for feedback from Amber:
More resources:
Use these workshops to build up a whole library of potential pitches to send out to your favorite publications…
How to write emotive and affecting personal essays:
How to build and launch a bestselling newsletter to showcase your work:
How to find unique ideas in everyday moments:
How to craft engaging prose that captures editors’ and readers’ attention:
And how to nail that tricky “about you” section:
