Your 30-Second Pitch Download - Writer's Digest

Your 30-Second Pitch
A tight, well-rehearsed pitch can be
the key to getting an editor or agent’s
attention. Follow these tips and learn
to promote yourself like a pro.
By Dena Harris
Hi, my name is Dena Harris. I’m an award-winning humor writer and
devoted attendant to two imperious cats, whose exploits I describe in my
book Never Feed a Cat Grape Benadryl. I’m seeking a publisher for this
collection of humorous essays and would like 30 seconds of your time to
tell you about it. Is this a good time to talk?
I just pitched you with the latest from my stockpile of personal sound
bites. Just like a 30-second radio or TV commercial, a good personal
sound bite successfully delivers the message of who you are, what you
want and what you have to offer. Do it well and you’ll leave no doubt why
you’re the best choice for the writing job you’re after.
It’s true that pitching isn’t always easy. Few writers embrace self-promotion
enthusiastically. Just the thought of having to persuade someone
you’re the best person for the job—when you may not even be so sure
yourself—can be intimidating. But with the right approach and plenty of
rehearsal time, delivering your pitch will become second nature, and your
career will be the better for it.
The four components
A good sound bite captures a listener’s attention, sells a product (in this
case, it’s you) and creates a positive, lasting impression—all in an amazingly
brief period of time. Here are the four essential elements in any
successful sound bite:
1. who you are State your name and job title, or the title of the
position you’re seeking. “Hi, my name is Miranda Mechanic, and I’m a
licensed automotive mechanic who writes how-to articles for women

who don’t want their cars to get the best of them.”
2. what you want Don’t beat around the bush. State what you’re after.
“I’m interested in placing some of my articles with your magazine,
Auto Care for Everybody.”
3. why you’re the best choice List any degrees, writing credentials,
training or experience that relate to what you’re seeking. “I’ve been
taking mechanical things apart since before I could walk, and I’m the
owner-operator of my own body shop.”Be sure the qualifications
match your stated goal. Saying you want to write an article on mechanics
and then listing your degrees in early Russian literature won’t
help. If you’re unable to come up with any related experience, name
qualities or skills you possess, such as attention to detail, passion for
the subject and so on.The key is to be brief and memorable. You’re
looking for that special something that separates you from the crowd.
4. a call to action You can do a great job selling yourself, but if you
don’t follow through by asking for what you want, you’ve wasted your
time. Take a deep breath and go for it. “I’d like to show you copies of
my articles, including ‘How to Change a Tire When It’s Twenty Below
Zero’ and ‘How to Add Oil When You’re Wearing a Power Suit.’ ” The
call to action is what leads to further interaction. Don’t neglect this
most important step.
Shrink to fit
The beauty of the personal sound bite is that it can
be used in almost any situation: writing conferences, phone pitches,
query letters, job interviews, networking, on Web sites, in brochures—
anywhere you need to present yourself quickly and succinctly.
Say you’re calling an editor (after you’ve double-checked to make
sure she accepts phone queries) and you reach her voice mail. A prepared
sound bite allows you to sum up your experience and qualifications
in a few sentences and come across as energized, dynamic and
organized. Here’s the first phone pitch I ever made, to the editor of my
local newspaper:
Hi, my name is Dena Harris, and I’m a job-search program coordinator. I’m
interested in writing articles to inform people about effective job-search
techniques. I’ve taught job strategies for three years and had articles published
in ________. Would I be able to show you some of my work and
discuss if your paper would be interested in publishing a series of articles on
this topic?

For your first sound bite, try writing a general introduction (the only
type that doesn’t always require a call to action). I used to panic when
people asked me what I did for a living—I’d rattle off every article I’d
ever published to prove I was a “real” writer. Now I use my sound bite to
explain what I do:
I’m a novelist and freelance writer. I focus on communication, public
speaking and job-search strategies, and I also write humor and personal
essays. I’ve written for pet, parenting and writing magazines, and I write a
monthly job-search strategy column. I also teach public speaking.
Sound bites can be as broad or narrow as you wish. I’ve written them
to describe my books-in-progress, to call magazines to pitch article ideas,
to sell the idea of teaching my public speaking course and to recruit volunteer
facilitators for the job-search strategy program I coordinate.
Rehearse your pitch
Once you’ve written your sound bite, practice it. Stand up and pretend
to shake hands with someone. Be certain you can deliver your lines
without flinching. Whether you memorize your lines is up to you—just remember
to keep your tone conversational. Nothing’s worse than a pitch
that sounds like you’re reading from a cue card.
Also remember that it’s OK to have fun. Editors and agents, like
everyone else, respond to people who are confident and genuine. So if
you’re outgoing and funny, add some appropriate humor. If you’re more
reserved, it’s fine to stick with the facts.
After delivering your sound bite, be prepared to answer follow-up
questions. A 30-second pitch alone won’t sell your romance novel or
column idea. Be ready to discuss details.
Like any effective commercial, a good sound bite provides everything
your listener needs to know quickly and succinctly. Experiment with writing
different sound bites for various situations. Then use them as a means
of marketing your number one commodity: you.
Dena Harris (www.denaharris.com) is a writer, public speaker and job-search
strategy instructor based in Madison, N.C.