Fifth Rule to Write by: The 5’1″ Editor from New Jersey Theory

Writing

Here’s my fifth rule to write by: The 5’1” Editor from New Jersey Theory. To keep a strong connection between a message and the people you’re trying to reach, envision an editor who has gotten yet another article “pitch” letter from someone who hasn’t read her magazine, standing with her hands on her hips and saying, “Frankly, honey—who cares?”

This woman really does exist. She was an editor from Seventeen Magazine, giving a seminar on how to interest magazine editors in a story pitch for an article. I realized there probably was not a tougher person on the planet to convince, and that if I could meet her needs, anyone else would be easy.

I’ll confess: I never did send her a pitch. After looking through Seventeen, and looking at my life and interests, it was clear I was the wrong demographic. If nothing else, her workshop prevented me from sending an uninformed pitch that would have been quickly discarded, so you could say she saved us both some time and grief. But her lessons still resonate and should be widely applied: no matter what the goal is for a communication—and who is the “goalee.”

This is the bag of tricks I took away.

Trick #1: Do Your Homework. It’s so simple but often the first thing we forget. If you’re trying to reach a publication (print or electronic), then spend some time reading it. (Thank goodness for the Internet—we had no alternative but the library or asking publications for copies before it.) Apply the same approach if it’s a television or online program. If you’re trying to reach a person, find out what you can about him or her first. Google, LinkedIn, Facebook, Twitter: you can gather all sorts of information. If it’s someone in your organization—or another organization where you have connections—talk with people who know that person.

If it’s a company—a potential client or employer, perhaps—then check out its Web site (particularly the news releases) and competitors’ sites. And if it’s a public company, read its financial reports, quarterly financial conference call transcripts or analyst research reports.

This will separate you from all the other folks who have just done a cursory job, or haven’t even bothered. It also will fulfill the need of those you’re trying to reach: the belief that we’re all unique and the world should only send us messages tailored to us.

Trick #2: Show You Know. Now that you have this intelligence, weave it in to your communication.

1.   Explain why the story you’re proposing would be of interest to the publication’s readership or program’s viewership. (This shows you know who reads it/watches it and what they want.)
2.      Reference an important point you discovered about the person from your online research or from people who know him or her. (This shows you value that person’s ideas, opinions, feelings, etc., which helps to create a bond.)
3.      Mention the issues you know the company faces and how you have addressed them for other firms. (This shows how you can reduce the company’s risk in working with you—because you already know and have applied the information these people need.)

Trick #3: Take Your Ego Out of the Equation. Let’s face it: even though you’re reaching out to this person or organization for your own purposes, as far as the recipients are concerned, it’s all about them. Focus any communication on their needs. Editors and producers want good stories: to keep their readership/viewership up and advertisers happy. Businesspeople and organizations want good ideas, or to improve their implementation: so their departments or operations are stronger, more cost-effective and competitive. Give them a taste of how you can solve their problems—rather than a dose of how wonderful you are.

The truth is that not every pitch you toss will be a homerun. You often have no control over the reasons why the batter won’t take a swing. But if your approach is well-crafted, you’ve eliminated the most common reason for being turned down—and sooner or later, your proposals are going to connect.

Here’s my pitch: share some of what works for you. If you’re looking to get published somewhere and to showcase your skills, this is an easy place to start—and there’s no 5’1” editor from New Jersey taking a dour look at your ideas!

Lynn Franklin says she started Lynne Franklin Wordsmith 16 years ago because …”I was in danger of being made a partner at the world’s largest investor relations agency. Or because a tarot card reader told me to. Or because I wanted to prove my theory that wearing pantyhose didn’t make me more productive. All of those would be true.”

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