4 Tips for Successfully Pitching and Writing for Trade Publications
By Steve Staedler for our 15 Ways to Build Your B2B Brand in 2015 blog series
So you have a story idea that you’d like to pitch to a few trade publication editors. While it may sound like a daunting task, it doesn’t have to be, if you ask the right questions and do your homework upfront.
Here are a few tips to help make your pitch successful, while also writing copy that is up to the standards the editor is looking for:
- Know the publication – Research the publication you’re pitching to and familiarize yourself with the kinds of articles it publishes. Do they run stories submitted by agencies or end-users, or do they just publish articles written by the staff? Knowing this information will show an editor your interest in their publication and will help you craft your pitch to be more successful.
- Know the audience – Who exactly is the target audience of the publication you’re pitching to? Your copy needs to speak directly to that publication’s audience, otherwise the editor will likely reject it or ask for a rewrite. Editors go to great lengths to ensure the content they run best serves their audience.
- Provide value – The content in trade publications is very technical in nature. Editors are looking for articles that provide a resource to their readers. Your copy should provide an in-depth analysis of the topic that not only challenges the readers, but is informative and insightful. When done successfully, this also positions you and your client as industry experts.
- Delivering on the deliverables – Editors operate under tight deadlines. If the editor is expecting a story package with 1,200 words and four high-resolution photos by a certain date, you need to deliver. Missing deadlines not only places added stress on the production schedule of the publication, but you lose credibility with the editor which could affect future pitches.
Following these four steps will help make your next pitch and story package successful…and provide valuable ink to your clients.