Make Your Pitch into a Good Story

    Okay, I guess we’ll call this the pitch-themed week, because I just can’t let go. That’s probably because it is such a huge part of what I do. I think what keeps me going with these pitches is how incredibly creative you can be. Sure, you need to frame your pitch in a way that makes the media glad you’ve gotten in touch, but you also need to hone your message so that the writer/editor/reporter/producer won’t think twice about considering what you have to say.
    And if the person you’ve just pitched asks you almost dreamily, as in not really all, for an email, then do it and send it within the hour if possible and absolutely no later than the close of business. Something else to remember is when to listen. We’re so good at talking at people and sort of sounding as if we know what they need, but honestly, how tacky is that? Very, but someone’s got to do it.
    Still, there is a way to strike some balance in a very short conversation with a perfect stranger or perhaps a distance colleague or acquaintance. And one way to do that is to make it perfectly clear that while you have a job to do, the one that has you picking up the phone in the first place, you also have an obligation (if you want to be successful) to find out how you can help. That sort of attitude lets people know that you’re interested in what they’re doing, their jobs, their frustrations, their obstacles, etc.
    Incorporating some storytelling isn’t a bad idea either, especially if there really is a compelling tale to tell. But have your facts straight. Storytelling doesn’t mean embellishing and making things up. Storytelling is all about connecting. We connect to people’s stories when what’s being said resonates, when we can relate. The reasons a story resonates are as varied as the number of people we talk to. The important thing here is that in order to tell a good story, one that people will listen to and care about, is to first, tell the truth and then give every reason imaginable as to why this story counts, how this story can change people’s lives, the reasons why this story must be told.