Pitching a story to a busy editor is a fine balance between providing enough information to get across a good idea, and providing too much. The time constraints and demands on staffers means that many need to filter dozens of possible feature ideas in relatively little time. So how do you best pitch a story? Here are some top tips to help you on your way.
1. The one-line sell
No matter what your feature idea, can you sum it up in an interesting and concise manner? In many ways the pitch is a test run of how you write, and no editor is looking for arduous, boring copy, even in the pitch. If the editor is worth their salt – or blue pencil – then they will be thinking about possible headlines and standfirsts that would accompany your feature; if you can’t sum up what you want to write about, the chances are that the story won’t yield an appealing headline either. Be sure to include the proposed word length of your feature too.
2. Do your research
It’s all well and good dreaming up an interesting feature, but it has to be rooted in facts. What events or statistics do you intend to base your article on? Are they time and date specific? List all the details in your pitch, using bullet points for brevity, and show that you have given plenty of thought to the argument and direction of the feature you are planning.
3. Interviewees
As with the facts, likewise with interviewees. Even if your feature idea is a good one, you’ll probably need opinion and comment to accompany the facts. So who do you plan to talk to? A good rule of thumb is to get a range of voices, including experts from academia, industry and trade bodies. Try to show that your article will reflect a range of opinions and – in some instances – even radical standpoints. In some cases, you will need to be scientific and put your commentators thoughts in the context of the prevailing orthodoxy. List who you plan to talk to, their relevance as a commentator and what they are likely to say.
4. Sell yourself
When you’re selling a feature idea, you’re also selling yourself. You can, of course, send examples of your work and a CV along with your pitch, but better still are similar articles you have written for other publications. Be sure to include any links in your pitch and limit it to two examples. If the editor requires more information from you before commissioning you, they’ll be in touch.
5. Think of the collateral
If you have a good headline that will run with your feature, suggest it in the pitch. Likewise, if there is extra material you can point your editor to, such as strong photographic potential or even the opportunity to create a film that accompanies your feature, don’t be shy. Lots of trade journals like to publish charts and graphs – no matter how boring – so think of these too.
6. Power of discussion
If your feature is likely to stoke up some debate among the readership, make sure your pitch underlines this potential. The editor you are pitching to may well be keen to engage with the readership via the obvious channels, including comment sections, social media and even handwritten letters. More importantly, they may want to commission a comment piece – even written by you – on the back of the feature you are pitching.
Good luck!
