#WBC18 Breakout Session: How to Craft a Compelling Professional Pitch

With wine writing now dispersed among many more writers, it's more important than ever for writers to craft concise and compelling pitches aimed at specific outlets and audiences. This presentation will discuss how to develop a strong article concept and effectively communicate it to possible publishers.  Presented by Stacy Ladenburger, GuildSomm

Transcript

1. How to Pitch Stacy Ladenburger Editor, GuildSomm.com @sladenburger @guildsomm
2. Know the publication Know yourself Know the story
3. Know the publication Understand: • Audience • Style & tone • Form How to understand it: • Read the publication! • Do your research
4. “The Devastator: Phylloxera Vastatrix & The Remaking of the World of Wine” By Kelli White One particular pest, an aphid that came to be known as Phylloxera vastatrix, was especially damaging… What reassembled in its wake was the blueprint for the modern wine industry that we know today.
5. Know yourself What do you offer that’s unique? • Build a personal brand Why you rather than someone else? • Identify & be able to communicate what is special about your take • Telling old stories in a new way
6. “Discovering the Wines of Australia” By Jane Lopes I was excited to explore Australia's wine regions but did not anticipate actually liking the wines. I imagined visiting Beechworth or Yarra Valley, then returning home and enjoying a bottle of Barolo.
7. Know the story You need to have a story! • Clear focus, question, or thesis • Events & places are not pitches • Topics are not stories
8. “The T-Word” By Fred Swan If you walk through the forest on a bright, summer day, you’ll experience one expression of its character. The light, colors, aromas, sounds, and feel of the air will be a certain way. You might find it peaceful or energizing. But take the same walk on a moonless winter night, and your impression will be very different. The cold air bites at your skin. Colors are limited to shades of blue and black. In this case, the forest might make you feel lonely or fearful. Those are two very different senses of exactly the same place, neither less valid than the other.
9. Know the story Developing a concept: • Think outside the box • Do your research • Find areas of tension
10. “Rethinking the Traditional- Modern Schism in Rioja & Ribera del Duero” “It is a fantastic winery, but it’s also a time capsule,” says Víctor Charcán of Bodegas Roda. “It was the first modern vineyard of Rioja,” counters Telmo Rodríguez of both Remelluri and his eponymous label. Both are referring to López de Heredia, long perceived as the textbook “traditionalist” warrior in Rioja’s stylistic battleground of the 20th century. By Bryce Wiatrak
11. Know the story Other factors: • Geography • Timeliness • Other coverage ◦ This publication ◦ Other publications ◦ Consider your angle • Fact-check
12. Let’s talk logistics: • The email • The money • The follow-up
13. The email • Short, compelling subject line • Personal introduction • The pitch: ◦ 3-4 sentences ◦ Subject/thesis ◦ Framing & structure ◦ Initial reporting • Your (brief) bio • Samples/clips • When you’ll follow up
14. The money Get paid! • If a publication profits off of your work, you should get paid ...Or don’t: • You need a portfolio • Start small
15. The follow-up Check in: • 5-10 days • Up to 3 emails Move on: • Everyone gets rejected! • Try another editor
16. Etiquette Tips & tricks Resources
17. Etiquette Don’t: • Pitch the same article to multiple outlets at once • Write two overly similar articles • Accept an assignment you can’t execute well Do: • Use common sense & thoughtfulness!
18. Tips & tricks • Read a lot • Informational interviews • Think about relationships • Ask editors what they want • Check your spelling & grammar
19. Resources @AnnFriedman on Medium.com WhoPaysWriters.com TheWriteLife.com JaneFriedman.com Bird by Bird, by Anne Lamott