Post by hellola on Feb 4, 2006 2:26:40 GMT -5
Elements of a pitch letter or proposal
First of all, remember that editors literally get thousands of news releases and letters. Their time is precious to them just like your time is precious to you. You want to make your pitch letter stand out above the useless "riff-raff" and "corporate flack" (sales pitches) that is filling up their mail box.
Personalize to the editor.
Personalize your letter by using the editor's name and publication name in the first sentence of your proposal. Sometimes I even paste in their URL so they know my letter is sincerely personalized and targeted. This will increase the likelihood of them reading and acting on your letter. They appreciate that you didn't just SPAM them with a "cookie cutter" e-mail or postal mail letter.
Tell them exactly why you are writing.
Editors are very busy people. Some receive over 100 e-mails per day as well as a large stack of postal mail. Be direct with them and tell them exactly why you are writing to them.
At the beginning of your pitch letter, hit them with one of these sentences:
"I am writing to suggest a story about..."
"I am writing to suggest a new product."
"I am writing to recommend an interview." Etc.
Make it appeal to their audience... perfectly.
Read the publication you are pitching or at least target your pitch letters to the appropriate publications that will be interested in using your story idea. Sending an editor information that they cannot use will do you no good at all. Many editors even filter out the people who waste their time with irrelevant e-mail letters. If you send your pitch letters and proposals via postal mail, they can filter this out as well. They remember who sends them good or bad information... whose letters to read, and whose not to read.
Keep it short and simple.
You want to be concise. A short, clear letter will get further than a long drawn out story. Get your facts and ideas into a paragraph or two. If your message is buried in paragraph after paragraph in information you think is important, chances are your letter will be filed in the circular container next to the editor's desk.
Make your pitch letter less than 400 words. 200 words is even better.
Use the "two-step" approach. Send them a quick note with about 2-3 paragraphs that "hook" them, and offer additional information if they contact you.
Fit their schedule and editorial calendar.
You can increase your response dramatically if you have valuable information or someone to interview that will fit with a story topic they have scheduled in their editorial calendar. See the editorial calendar section for more information about this.
Make sure your pitch letter is well thought-out and offer topics to cover.
Your job is to invent a compelling story idea that the editor simply cannot refuse. Read other well-written articles on the same subject form the more prestigious publications, and use them as an example. Suggest topics that you are have expert knowledge of and can address in the article.
Be sure it is a newsworthy and "hot" subject.
Read what is current news in the media and what topics you can address. Check News.com, NewsLinx.com and the national newspapers such as The New York Times and the Los Angeles Times. "Tie in" or "piggyback" your news to a current news topic. You can do this in many different ways. Are you an expert in a subject that is a current news story? Do you have a product that relates? Find a way to tie yourself into (relate to) the news. Be a resource for the media.
Write a big, bold headline that makes you newsworthy.
Make it as good or better than the headlines the media writes. Fill it with facts, figures, and sources so it is easy to complete the story. Add information from industry analysts and research companies like Jupiter Communications or Forrester Research. Fill your pitch letter with credible information.
Make it trustworthy and credible.
Back your premise up with evidence. Do not make claims and offer promises that cannot be delivered. But if you can back up your story with a source, it will make it more credible. Be sincere. Exaggerations will make the story seem false. Avoid using words such as "first", "only" and "greatest".
Keep your advertising and promotional content low - almost none.
News and articles are supposed to be "editorially pure" meaning they are not full of advertising and marketing hyperbole or "hype." Make sure your pitch letters and proposals are editorially pure as well. You will gain immense respect from the editor, build better relationships with editors, and greatly increase your chance of getting publicity.
Include your contact information and additional press materials.
When you have the reporter interested in your story, she will often ask for additional information. This is when you can supply her with your research and other information. This is a benefit for both you and the reporter. For you, you will have the opportunity to get more of your story told, and for the reporter, this will eliminate much of the research she has to do.
Reporters are especially grateful for this.
***IMPORTANT***
If you write a pitch letter, be SURE to do a follow up call or letter about a 3-7 business days later. Have additional information ON HAND in case they want it on the spot. Also offer to fax or email more information. (you can use the website as a resource if you want, and even send direct links to specific areas if you choose). Know which pictures are ok for use BEFORE they ask... and they CAN use the photo shoot pics, just be sure to have them either keep the watermark, or put the credit under the pic. If they need a high resolution picture from the shoot, I can provide that as well.
SAMPLE PITCH LETTERS
February 4, 2006
Mr. Joe Smith
Features Editor
The Daily Herald
Anytown, OH 44444
Dear Joe:
On November 19, during halftime of the California-Stanford game, 80,000 people will make history.
They'll be helping to establish a New World Record by participating in the largest participatory game in -- a monumental round of Pictionary, led by the Stanford Marching Band.
The band will use formations to create pictures of words and phrases. The crowd will then have the chance to guess the word, by cheering at the appropriate choice read aloud by the public address announcer.
Rob Angel, the man who began the Pictionary craze, will be in town for the record-setting attempt. In just five years, Rob's risen from waiter to millionaire. One of the most successful game inventors in history, he's now a celebrity in his own right (he was recently featured on the cover of USA Weekend as part of their "Young Millionaires" issue).
Rob will be available to discuss the "Mega-Pictionary" game, and his role as inventor of America's favorite game on Thursday, November 17 or Friday, November 18.
I'll be in touch soon to discuss a possible interview. Look forward to speaking with you.
Sincerely,
Your Name
Your email and phone
February 4, 2006
Mr. Joe Smith
Features Editor
The Daily Herald
Anytown, OH 44444
Dear Joe:
A miracle has bloomed and is now being harvested in the heart of the South Bronx.
What used to be a trash-filled vacant lot covered with used hypodermic needles and crack vials is now a spectacular 2 1/2-acre working farm. Every day, under the watchful eye of Garden Director and seasoned gardener Jack O'Connor, dozens of neighborhood youngsters come to tend their garden plots, sing songs, hear poetry and learn about nature. Jack has only one rule of thumb: Before the fun starts, the day's schoolwork must be completed. And so, in a corner of the garden, under the colored leaves of autumn, the children diligently complete their homework before caring for Taqwa as the growing season comes to a close.
The Taqwa Community Farm is a place of beauty and joy, powered by the hard work, dedication and vision of the people of the Highbridge section of the Bronx. For their remarkable achievement, Jack O'Connor and the young people of the South Bronx who have helped build The Taqwa Community Farm have been honored as the 1998 National Winners of the John Deere Kids Seeds of Hope Award. A program created to recognize young people who are bringing nature's beauty to urban landscapes, John Deere Kids Seeds of Hope has honored 25 community gardens across the nation as 1998 Regional Winners.
Sincerely,
Your Name
Your email and phone
(If sending a pitch to a TV or Radio station... be SURE to have the producers name!!! You can usually find them on their websites. Also KNOW the show... know what their format is, etc... sometimes talk shows only feature the musical guest and don't actually "interview" them, so keep that in mind. Although, even a performance is better than nothing!!! Just don't "assume" they will actually interview him unless they specifically say so. Also... check their websites and see if any of the upcoming shows tie into MiG in some way.)
February 4, 2006
Mr. George Flanagan
Producer
The "Paul Harvey" Show
Anytown, OH 44444
Dear George,
In June, 1986, a group of veteran toy sales people (average age: 60) were told there was no more room for them at the company they'd served for more than 30 years.
They didn't slip quietly into retirement, however. Instead, they set out to prove the toy industry wrong -- to show that experience and common sense are the keys to success.
They've done it.
The company they formed, The Games Gang, has taken the games industry by storm. They've beaten the odds by creating one of the most successful games in American history -- Pictionary -- and following it up with another hit, Balderdash. Today, 10 million games later, the "Over The Hill Gang" is at the top of the game heap, having surpassed their larger -- and younger -- rivals.
We think your listeners and readers, especially those who feel as if their best days are behind them, will find the story of The Games Gang a real inspiration. We hope you agree.
I'll be in touch soon.
Sincerely,
Your Name
Your email and phone
First of all, remember that editors literally get thousands of news releases and letters. Their time is precious to them just like your time is precious to you. You want to make your pitch letter stand out above the useless "riff-raff" and "corporate flack" (sales pitches) that is filling up their mail box.
Personalize to the editor.
Personalize your letter by using the editor's name and publication name in the first sentence of your proposal. Sometimes I even paste in their URL so they know my letter is sincerely personalized and targeted. This will increase the likelihood of them reading and acting on your letter. They appreciate that you didn't just SPAM them with a "cookie cutter" e-mail or postal mail letter.
Tell them exactly why you are writing.
Editors are very busy people. Some receive over 100 e-mails per day as well as a large stack of postal mail. Be direct with them and tell them exactly why you are writing to them.
At the beginning of your pitch letter, hit them with one of these sentences:
"I am writing to suggest a story about..."
"I am writing to suggest a new product."
"I am writing to recommend an interview." Etc.
Make it appeal to their audience... perfectly.
Read the publication you are pitching or at least target your pitch letters to the appropriate publications that will be interested in using your story idea. Sending an editor information that they cannot use will do you no good at all. Many editors even filter out the people who waste their time with irrelevant e-mail letters. If you send your pitch letters and proposals via postal mail, they can filter this out as well. They remember who sends them good or bad information... whose letters to read, and whose not to read.
Keep it short and simple.
You want to be concise. A short, clear letter will get further than a long drawn out story. Get your facts and ideas into a paragraph or two. If your message is buried in paragraph after paragraph in information you think is important, chances are your letter will be filed in the circular container next to the editor's desk.
Make your pitch letter less than 400 words. 200 words is even better.
Use the "two-step" approach. Send them a quick note with about 2-3 paragraphs that "hook" them, and offer additional information if they contact you.
Fit their schedule and editorial calendar.
You can increase your response dramatically if you have valuable information or someone to interview that will fit with a story topic they have scheduled in their editorial calendar. See the editorial calendar section for more information about this.
Make sure your pitch letter is well thought-out and offer topics to cover.
Your job is to invent a compelling story idea that the editor simply cannot refuse. Read other well-written articles on the same subject form the more prestigious publications, and use them as an example. Suggest topics that you are have expert knowledge of and can address in the article.
Be sure it is a newsworthy and "hot" subject.
Read what is current news in the media and what topics you can address. Check News.com, NewsLinx.com and the national newspapers such as The New York Times and the Los Angeles Times. "Tie in" or "piggyback" your news to a current news topic. You can do this in many different ways. Are you an expert in a subject that is a current news story? Do you have a product that relates? Find a way to tie yourself into (relate to) the news. Be a resource for the media.
Write a big, bold headline that makes you newsworthy.
Make it as good or better than the headlines the media writes. Fill it with facts, figures, and sources so it is easy to complete the story. Add information from industry analysts and research companies like Jupiter Communications or Forrester Research. Fill your pitch letter with credible information.
Make it trustworthy and credible.
Back your premise up with evidence. Do not make claims and offer promises that cannot be delivered. But if you can back up your story with a source, it will make it more credible. Be sincere. Exaggerations will make the story seem false. Avoid using words such as "first", "only" and "greatest".
Keep your advertising and promotional content low - almost none.
News and articles are supposed to be "editorially pure" meaning they are not full of advertising and marketing hyperbole or "hype." Make sure your pitch letters and proposals are editorially pure as well. You will gain immense respect from the editor, build better relationships with editors, and greatly increase your chance of getting publicity.
Include your contact information and additional press materials.
When you have the reporter interested in your story, she will often ask for additional information. This is when you can supply her with your research and other information. This is a benefit for both you and the reporter. For you, you will have the opportunity to get more of your story told, and for the reporter, this will eliminate much of the research she has to do.
Reporters are especially grateful for this.
***IMPORTANT***
If you write a pitch letter, be SURE to do a follow up call or letter about a 3-7 business days later. Have additional information ON HAND in case they want it on the spot. Also offer to fax or email more information. (you can use the website as a resource if you want, and even send direct links to specific areas if you choose). Know which pictures are ok for use BEFORE they ask... and they CAN use the photo shoot pics, just be sure to have them either keep the watermark, or put the credit under the pic. If they need a high resolution picture from the shoot, I can provide that as well.
SAMPLE PITCH LETTERS
February 4, 2006
Mr. Joe Smith
Features Editor
The Daily Herald
Anytown, OH 44444
Dear Joe:
On November 19, during halftime of the California-Stanford game, 80,000 people will make history.
They'll be helping to establish a New World Record by participating in the largest participatory game in -- a monumental round of Pictionary, led by the Stanford Marching Band.
The band will use formations to create pictures of words and phrases. The crowd will then have the chance to guess the word, by cheering at the appropriate choice read aloud by the public address announcer.
Rob Angel, the man who began the Pictionary craze, will be in town for the record-setting attempt. In just five years, Rob's risen from waiter to millionaire. One of the most successful game inventors in history, he's now a celebrity in his own right (he was recently featured on the cover of USA Weekend as part of their "Young Millionaires" issue).
Rob will be available to discuss the "Mega-Pictionary" game, and his role as inventor of America's favorite game on Thursday, November 17 or Friday, November 18.
I'll be in touch soon to discuss a possible interview. Look forward to speaking with you.
Sincerely,
Your Name
Your email and phone
February 4, 2006
Mr. Joe Smith
Features Editor
The Daily Herald
Anytown, OH 44444
Dear Joe:
A miracle has bloomed and is now being harvested in the heart of the South Bronx.
What used to be a trash-filled vacant lot covered with used hypodermic needles and crack vials is now a spectacular 2 1/2-acre working farm. Every day, under the watchful eye of Garden Director and seasoned gardener Jack O'Connor, dozens of neighborhood youngsters come to tend their garden plots, sing songs, hear poetry and learn about nature. Jack has only one rule of thumb: Before the fun starts, the day's schoolwork must be completed. And so, in a corner of the garden, under the colored leaves of autumn, the children diligently complete their homework before caring for Taqwa as the growing season comes to a close.
The Taqwa Community Farm is a place of beauty and joy, powered by the hard work, dedication and vision of the people of the Highbridge section of the Bronx. For their remarkable achievement, Jack O'Connor and the young people of the South Bronx who have helped build The Taqwa Community Farm have been honored as the 1998 National Winners of the John Deere Kids Seeds of Hope Award. A program created to recognize young people who are bringing nature's beauty to urban landscapes, John Deere Kids Seeds of Hope has honored 25 community gardens across the nation as 1998 Regional Winners.
Sincerely,
Your Name
Your email and phone
(If sending a pitch to a TV or Radio station... be SURE to have the producers name!!! You can usually find them on their websites. Also KNOW the show... know what their format is, etc... sometimes talk shows only feature the musical guest and don't actually "interview" them, so keep that in mind. Although, even a performance is better than nothing!!! Just don't "assume" they will actually interview him unless they specifically say so. Also... check their websites and see if any of the upcoming shows tie into MiG in some way.)
February 4, 2006
Mr. George Flanagan
Producer
The "Paul Harvey" Show
Anytown, OH 44444
Dear George,
In June, 1986, a group of veteran toy sales people (average age: 60) were told there was no more room for them at the company they'd served for more than 30 years.
They didn't slip quietly into retirement, however. Instead, they set out to prove the toy industry wrong -- to show that experience and common sense are the keys to success.
They've done it.
The company they formed, The Games Gang, has taken the games industry by storm. They've beaten the odds by creating one of the most successful games in American history -- Pictionary -- and following it up with another hit, Balderdash. Today, 10 million games later, the "Over The Hill Gang" is at the top of the game heap, having surpassed their larger -- and younger -- rivals.
We think your listeners and readers, especially those who feel as if their best days are behind them, will find the story of The Games Gang a real inspiration. We hope you agree.
I'll be in touch soon.
Sincerely,
Your Name
Your email and phone