“What do you do,” a colleague asked recently, “when you have a piece you just can’t seem to sell?”
It happens. It’s frustrating when an idea or article you’ve worked on so hard becomes the journalistic equivalent of a cold case, but that doesn’t mean all the work you’ve put into an assignment is for naught. Here are a few strategies worth trying before giving up on a piece.
1. Use your running pitch list to your advantage.
If you don’t know what I mean by running pitch list, read this post and take a close look at the visual. A running pitch list allows you to track the progress of a piece continually, and if you get in the habit of scheduling one day a week on which you dedicate an hour or two to pitch follow ups, you’ll whittle away at your cold case rate.
Every time you pitch an article, be sure to fill out the field on your pitch list that indicates the other outlets and editors you’ll try if your Plan A publication doesn’t pan out. I put that information in the “Other” field. If you haven’t heard from Plan A, move on and pitch the back-up publication. Exhaust all possibilities.
2. Turn to colleagues.
Tell your colleagues where you’ve pitched and ask for other suggestions. They may have outlets you haven’t considered or ones you don’t even know.
3. Call in a favor.
Ask a trusted colleague to read a pitch that’s gotten nowhere and request her input. Is there something you’re missing that a second set of eyes might help identify and correct to strengthen the idea that hasn’t yet found a home?
4. Take feedback to heart.
Sometimes we’re too close to our ideas and stories to understand what may be missing for a more general audience. If your trusted colleague gives feedback, take it into consideration and rework your pitch accordingly.
5. Relax– sometimes it’s all about the timing.
You may have an incredible article idea, but if no editor’s picking it up, consider the possibility that the timing just isn’t good for some reason… and there can be lots of reasons why it might not be. That doesn’t mean the idea or the resulting story will never sell; it may just mean that you need to sit with it for a while and wait for the timing to be better. For an example of this, check out my guest post on Jordan Rosenfeld’s blog; it’s about a story idea I sat with for seven years.
Hold it until it’s sellable and peg it, if you can, to a timely event or news.
6. Rework the angle.
Let’s say the story idea you’ve been sitting on has suddenly been done to death. Maybe you had a story about the famous chef Rene Redzepi, but it feels like you’ve been seeing stories about him everywhere and maybe your idea has been played out.
In these situations, see if you can tweak your angle. The question to always ask yourself about a person, place, or phenomenon that’s been hyped ad infinitum is this: What’s the story that hasn’t been told? How can you offer a fresh take? In our Redzepi example, can you focus less on the food and more on his family? Some new entrepreneurial venture that’s underreported? His right-hand man (or woman)? Tell the story no one else is telling.
7. Put it into a package.
If you’re having a hard time selling a piece as a stand-alone, figure out a way to put it into a bigger package. Using our Redzepi example again, turn what you intended to be a profile of him (done. tired.) into a package. This isn’t always ideal, of course– none of us wants to kill off our darlings, the original ideas we had about how we wanted to frame a story–but if your goal is to sell, then you have to consider this as an option.
How do you do it? Consider all the material you have and pull out pieces that can be rolled up into another package. It may be a single sentence or idea that then gets pulled into a round-up style piece. You may need to do a little more reporting to fill out the new article.
Have some other tips about how to give new life to cold cases? Please share them in the comments.