When trying to get your information in front of people, it’s important to have a well-planned story line, even if the reason for the pitch is to get content written about your information. No matter what you’re selling, having a concise pitch and getting to the point is important.
The No 2. question I get as an editor is how to pitch an idea, source or product to the media, only behind writers asking for the opportunity to freelance. As an editor and writer, I’ve sent and received a lot of pitches in my day.
There are some commonalities about what makes an effective pitch that I’ll respond to. What follows are tips for someone pitching the media for placement of an article, source or product.
Do Your Homework
Is the publication and audience the right fit for what you’re pitching? Like an effective cover letter for a new job, you will probably have to tweak your pitch for different people and publications. Are you directing the information at the person who should receive it? Or what’s the process to properly pitch?
Not knowing – or disregarding – this information could likely get your pitch moved quickly to the trash. Show that you know what and who you are reaching out to. Your pitch shouldn’t be a one-size-fits-all approach, but personalized.
Important Information at the Top
In journalism, the term inverted pyramid refers to a writing style where the most important information is at the top and, as you continue to read, the information isn’t as critical to understand the content.
The thought is that if someone reads quickly or focuses on the first few sentences or words – which honestly happens when you get a lot of pitches – the most important information is at the top to capture the reader.
When writing the pitch (or news release) think about a sentence or two that can tell the reader what you’re pitching or asking and next steps. From there you can elaborate and add extra information, but don’t put the point of the pitch or intended next steps in the middle or bottom.
Increase Readability
Opening an email or news release with large blocks of text is a turn off. That’s because it makes it more dense to read and harder to skim. The Guardian has a good article talking about how people skim and the effects. The articles notes that:
Many readers now use an F or Z pattern when reading in which they sample the first line and then word-spot through the rest of the text. When the reading brain skims like this, it reduces time allocated to deep reading processes.
Options to increase readability include:
- Short paragraphs: No more than two to four sentences each
- Bold key phrases: Keep bold information short and to a minimum to call attention to it
- Bullet or number list: Effective when listing product features, content topic ideas or types, a list of sources, etc.
- Type hierarchy: If it makes sense, add subheads or indent an important quote to break up copy and make it stand out
Everything I listed in the above bullet points is used in this blog post. Now scroll back through the post and see how much easier it is to read (or skim) the post.
Next Steps
If your pitch is effective and compelling, someone will be in touch or take further action on what you have sent. If you haven’t heard from them in a week or so, feel free to reach back once.
Remember, editors and publications might get a lot of pitches, so it might take time to hear back, if at all.
Need help developing or refining a pitch? I can help get it in front of the right people and receive the intended results. I can write a pitch from scratch or edit an existing pitch. Contact me to get started and learn more.
