2.4 Creating Story Pitches

Creating compelling story pitches is a crucial skill for any feature writer. It's the gateway to getting your ideas published and building relationships with editors. Mastering the art of the pitch can open doors to exciting writing opportunities.

Effective pitches combine a strong angle, thorough research, and a unique perspective. They're tailored to the publication's style and audience, while showcasing the writer's expertise. A well-crafted pitch can turn a good story idea into a must-read feature.

Feature Story Pitch Essentials

Key Components of a Compelling Pitch

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• A strong feature pitch contains a clear, unique angle on a newsworthy topic that is relevant and interesting to the target audience
  • Answers the question "Why should readers care about this story now?"
  • Offers a fresh perspective or unexpected insight into a timely issue or trend
  • Aligns with the publication's editorial mission and resonates with their specific readership (e.g. a pitch about the impact of student loan debt on millennials' career choices for a magazine aimed at young professionals)
• The pitch succinctly summarizes the key points of the story, including the central theme, narrative arc, main characters, and potential impact, while leaving room to build anticipation
  • Distills the essence of the story into a few compelling paragraphs that give editors a clear sense of the direction and scope
  • Highlights the most intriguing elements of the story arc, such as a dramatic turning point or surprising revelation, without giving away the entire plot
  • Introduces the main characters and their stakes in the story, hinting at their motivations and potential transformations (e.g. a small-town doctor's fight to keep a rural hospital open in the face of budget cuts)

Supporting Evidence and Writer's Unique Perspective

• It demonstrates thorough research, citing credible sources and data points that support the significance and timeliness of the story
  • Includes relevant statistics, expert quotes, or historical context that underscore the importance and urgency of the topic
  • Anticipates potential counterarguments or skepticism and proactively addresses them with well-sourced evidence
  • Conveys a command of the subject matter that assures editors of the writer's ability to deliver a substantive, well-reported piece (e.g. citing a recently released NIH study on the prevalence of a particular health condition to justify a pitch about new treatment options)
• A compelling pitch highlights the writer's unique access, expertise or perspective on the topic that sets the story apart from other coverage
  • Mentions exclusive interviews, documents or experiences that provide fresh insight or an inside look at the story
  • Establishes the writer's relevant credentials, such as a personal connection to the subject matter or years of experience covering the beat
  • Offers a distinctive voice or point of view that can enliven a potentially dry topic or shed new light on a familiar one (e.g. a former pro athlete proposing a first-person piece about the challenges of transitioning to a post-sports career)

Story Structure and Alignment with Publication Needs

• It outlines a clear structure for the piece, including the lead, key sections, and kicker, to give editors a roadmap of how the story will unfold
  • Proposes a compelling opening scene or anecdote that immediately draws readers into the story world
  • Breaks down the main narrative threads or subtopics that will be explored in each section of the piece
  • Suggests a powerful, resonant ending that lingers with readers and underscores the larger significance of the story (e.g. returning to the opening scene with a new layer of meaning)
• The pitch is tailored to align with the publication's style, tone and editorial priorities, demonstrating an understanding of their specific needs and audience
  • Mirrors the publication's voice and storytelling approach, whether that's an irreverent, first-person style or a more traditional, objective reported piece
  • Frames the story in a way that speaks directly to the publication's core concerns and target demographic (e.g. pitching a story about the rise of co-working spaces as a reflection of changing millennial work habits to a magazine for young entrepreneurs)
  • Proactively addresses any potential reservations editors may have about the piece's fit for their publication and makes a compelling case for its relevance and value to their readership

Concise and Persuasive Pitches

Crafting a Compelling Summary

• A concise pitch summary distills the essence of the story into a few powerful sentences that immediately hook the editor and make them want to learn more
  • Condenses the key elements of the story - the central character, conflict, and stakes - into a tight, compelling snapshot
  • Functions as a "trailer" for the larger story, giving a tantalizing glimpse of the narrative without revealing too much
  • Leaves editors eager to read on for more details about how the story will unfold (e.g. "When a small-town minister's daughter disappears on a mission trip to Central America, he sets out on a desperate journey to find her - and rediscovers his own lost faith in the process.")
• The summary leads with the most compelling aspect of the story, whether it's a surprising fact, a provocative question, or a vivid anecdote that sets the scene
  • Opens with an attention-grabbing statement or statistic that immediately conveys the story's significance or novelty
  • Poses an intriguing question or hints at a mystery that can only be unraveled through reading the full story
  • Drops the reader into a specific moment or scene that encapsulates the story's central themes and tensions (e.g. "It was supposed to be just another routine traffic stop - until the cop looked in the trunk.")

Emphasizing the "Why" and Engaging the Reader

• It focuses on the "why" behind the story, conveying the larger significance and potential impact rather than just the "what" of the topic
  • Zooms out from the specific events or characters to hint at the broader social, political, or cultural implications of the story
  • Teases how the story might challenge readers' assumptions, shed new light on a familiar issue, or raise provocative questions
  • Makes a case for the story's timeliness and relevance to the current moment, whether it's tied to a news peg or an ongoing conversation (e.g. "As the #MeToo movement continues to gain momentum, our investigation reveals how nondisclosure agreements have long shielded abusers in Hollywood - and the women fighting to break their silence.")
• The language is crisp, confident and conversational, reflecting the style of the proposed piece and the publication's voice
  • Uses clear, accessible prose that can be easily grasped by a general audience, even when dealing with complex subject matter
  • Adopts a tone that matches the publication's sensibility, whether that's witty and irreverent or serious and straightforward
  • Reads like the opening of the story itself, immersing the editor in the world of the piece and the writer's voice (e.g. "The stench hit us as soon as we cracked open the trailer door. Inside, a scene of unimaginable squalor - and a story of lost hope, right in the heart of the Silicon Valley boom.")

Creating a Cohesive Pitch Narrative

• It avoids jargon, cliches or overly academic language in favor of accessible, engaging prose that can capture the attention of a busy editor
  • Breaks down complex concepts or insider terminology into clear, plainspoken language that a lay reader can easily grasp
  • Steers clear of well-worn phrases or generic descriptions in favor of specific, evocative details that bring the story to life
  • Adopts a lively, conversational tone that invites the editor into the story world and makes them feel like they're in good hands (e.g. "Think of it as a real-life Breaking Bad - if Walter White had been a struggling public school teacher instead of a chemistry genius.")
• The summary can stand alone as a compelling snapshot of the story, while also flowing naturally into the rest of the pitch to create a cohesive narrative
  • Functions as a self-contained "teaser" that could be used as a blurb or social media post to promote the story
  • Sets up key questions or themes that are then elaborated on in the main pitch, creating a sense of continuity and development
  • Mirrors the structure and tone of the larger pitch, so that the entire document reads like one seamless, persuasive argument for the story's value and viability (e.g. opening with a gripping anecdote that foreshadows the central conflict, then zooming out to the bigger picture)

Pitching for Specific Publications

Understanding the Target Audience

• Familiarize yourself with the publication's target demographic, including age range, income level, education, interests and values, to shape the pitch's focus and framing
  • Research the publication's media kit or website to get a clear sense of their core readership and what matters to them
  • Consider how the story might need to be angled differently for a publication aimed at busy working moms versus one targeting retired Baby Boomers
  • Look for ways to connect the story to the audience's specific concerns or aspirations, such as financial security, work-life balance, or social impact (e.g. pitching a story about the rise of "gray divorce" as a reflection of shifting attitudes around marriage and fulfillment for a magazine aimed at affluent 50+ readers)
• Study the publication's preferred article formats, such as profiles, trend pieces, or explanatory features, and structure the pitch accordingly
  • Read several recent issues cover to cover to get a feel for the range and style of stories they typically run
  • Pay attention to the balance of longer narrative features versus shorter, punchier pieces, and consider where your story might fit best
  • Mirror the publication's common story structures and frames, such as "as told to" first-person accounts or "how stuff works" explainers (e.g. modeling a pitch about the science of wildfires after a previous piece that broke down the causes of hurricanes)

Capturing the Publication's Voice and Editorial Approach

• Mirror the publication's style and tone in the pitch, whether it's serious and authoritative, breezy and conversational, or edgy and irreverent
  • Adapt the language and sentence structure to echo the publication's house voice, such as using short, punchy sentences for a fast-paced entertainment magazine
  • Incorporate the kind of wordplay, pop culture references, or rhetorical devices that are common in the publication's headlines and copy
  • Demonstrate an understanding of the publication's overall sensibility and stance, such as pitching a story with a progressive slant to a left-leaning political magazine (e.g. adopting a cheeky, knowing tone for a pitch about influencer culture aimed at a snarky women's website like Jezebel)
• Reference the publication's previous coverage of the topic or related issues to demonstrate an understanding of their editorial approach and priorities
  • Mention specific stories or series the publication has run on the subject to show that you've done your homework
  • Highlight how your piece would build on, complicate, or offer a fresh angle on their past reporting
  • Frame your story as a natural fit for the publication's ongoing editorial agenda or special issues (e.g. "I know the Atlantic has been closely following the rise of AI, and my piece would offer a timely look at how the technology is transforming the legal profession.")

Anticipating the Audience's Needs and Meeting Submission Guidelines

• Anticipate the questions and concerns of the publication's specific readership and proactively address them in the pitch
  • Consider what aspects of the story might be confusing or controversial for the publication's audience and offer context or clarification upfront
  • Highlight the story's practical takeaways or lessons that readers can apply to their own lives, depending on the publication's service-oriented bent
  • Preempt potential objections or skepticism by acknowledging the limitations of your approach or the complexity of the issue (e.g. "While there's no easy answer to the student debt crisis, this piece would offer some concrete strategies for recent grads struggling to balance loan payments with other financial goals.")
• Adhere to the publication's pitching guidelines and preferred submission methods, which may include length requirements, formatting standards, and lead times
  • Carefully review the publication's website or writers' guidelines for specific instructions on how to submit pitches
  • Note any word count limits or other formatting constraints and tailor your pitch accordingly
  • Pay attention to the publication's lead times and editorial calendar, avoiding pitches that would be old news by the time they could be published (e.g. sending a time-sensitive pitch at least 6 weeks before the target issue for a monthly magazine with long production schedules)

Professional Pitch Delivery

Establishing a Professional and Personable Tone

• Open with a warm, personalized greeting that establishes a friendly rapport with the editor while conveying respect for their time and attention
  • Address the editor by name and mention any previous interactions or connections you may have had
  • Express enthusiasm for the publication and appreciation for the opportunity to pitch, without resorting to obsequious flattery
  • Set a tone that is confident and collegial, positioning yourself as a peer and potential collaborator rather than a supplicant (e.g. "Dear Jane, I've been an avid reader of XYZ Magazine for years and have always admired your deft handling of complex social issues. I'm excited to share an idea that I think would be a perfect fit for your upcoming issue on the future of work.")
• Organize the pitch in a logical, easy-to-follow structure that flows persuasively from the hook to the proposed execution
  • Open with a brief, compelling summary that encapsulates the key elements of the story and its significance
  • Expand on the story's central themes, characters, and narrative arc in more detail, building a case for its timeliness and relevance
  • Outline your reporting plan and qualifications, demonstrating your ability to deliver a well-researched, engagingly written piece
  • Close with a clear, concise restatement of the pitch's core argument and an invitation to discuss further (e.g. using bolded subheadings to clearly delineate the pitch's key sections and guide the editor through your argument)

Projecting Confidence and Expertise

• Employ active, confident language that conveys expertise and enthusiasm for the story, without crossing into arrogance or overselling
  • Use decisive, authoritative phrases like "will reveal," "offers an unprecedented look," or "challenges conventional wisdom"
  • Highlight relevant experience or credentials in a matter-of-fact way, such as mentioning your years on the beat or a prestigious fellowship
  • Convey genuine passion for the story and its potential impact, letting your natural curiosity and drive shine through (e.g. "As a veteran education reporter, I've seen firsthand how school segregation continues to shape outcomes and opportunities for students in this district. This piece would offer a definitive account of the policy failures and community activism that have brought us to this moment of reckoning.")
• Vary sentence structure and length to create a dynamic, engaging rhythm that keeps the editor's attention from start to finish
  • Mix short, declarative sentences with longer, more complex ones to create a sense of momentum and development
  • Use transitions and linking phrases to connect ideas and propel the reader through the pitch
  • Employ rhetorical devices like parallel structure or repetition to drive home key points and create a cohesive through line (e.g. "It's a story about love and loss, hope and heartbreak, set against the backdrop of a changing city. It's a story that will make readers laugh, cry - and see their own lives in a new light.")

Bringing the Story to Life with Vivid Details

• Use specific, vivid details and examples to bring the story to life and help the editor visualize its potential
  • Paint a picture of a central character or scene using sensory description and telling details
  • Include brief, illustrative anecdotes or quotes that hint at the larger story and its emotional resonance
  • Offer a glimpse of the story's visual possibilities, such as describing a key setting or image (e.g. "Imagine a lone figure picking his way through the rubble of what was once a thriving factory town - a visual metaphor for the larger story of American deindustrialization and its human toll.")
• Close with a clear call to action, reiterating your qualifications and availability to deliver the story on deadline
  • Briefly summarize the story's key selling points and why you're the right person to tell it
  • Provide a realistic timeline for reporting and filing the piece, taking into account the publication's production schedule
  • Invite further discussion and make it easy for the editor to reach you with any questions or next steps (e.g. "I'm confident I can deliver a compelling, thoroughly reported 2,500-word feature in time for your October issue. I'd love to discuss the idea further and hear your thoughts on how to make it as strong as possible. Please don't hesitate to reach me at [email] or [phone]. I look forward to the possibility of working together.")

Ensuring Polish and Professionalism

• Proofread carefully to ensure the pitch is free of typos, grammatical errors or awkward phrasing that could undermine your professionalism
  • Read the pitch aloud to catch any clunky or confusing sentences that might trip up an editor
  • Double-check proper names, dates and other factual details for accuracy
  • Ask a trusted colleague or mentor to review the pitch and flag any errors or areas for improvement (e.g. running spell check and doing a close reading for common mistakes like misplaced modifiers or subject-verb agreement issues)
• Follow up promptly and courteously on pitches, while respecting editors' time and avoiding unnecessary pressure tactics
  • Send a brief, polite follow-up email if you haven't heard back within the publication's stated response window (often 2-4 weeks)
  • Reiterate your enthusiasm for the story and openness to feedback, without coming across as pushy or entitled
  • Be gracious in the face of rejection and keep the door open for future pitches, thanking the editor for their consideration
  • If the pitch is accepted, respond promptly to any questions or requests for additional information, and keep the editor apprised of your progress and any unexpected delays (e.g. "Just wanted to circle back on the pitch I sent last month about the rise