going from good idea to sold idea: my seven-step process for banking by-lines by roy stevenson...
TRANSCRIPT
Going from Good Idea Going from Good Idea to Sold Idea: to Sold Idea: My Seven-Step Process My Seven-Step Process for Banking By-Linesfor Banking By-Lines
By Roy Stevenson
AWAI’s Ultimate Travel Writer’s Workshop ● Denver ● July 2009
My StoryMy Story
• Sold 340 articles in less than two yearsSold 340 articles in less than two years
• Average of 3.7 articles/weekAverage of 3.7 articles/week
• How?How?
Step #1 : Create an Action PlanStep #1 : Create an Action Plan
• Plan your articles and submissions--use a Plan your articles and submissions--use a timetabletimetable
• Don’t blindly fire query letters to editorsDon’t blindly fire query letters to editors
• A “scattered” query won’t sell your articleA “scattered” query won’t sell your article
My Action PlanMy Action Plan
• Week 1Week 1 Pitch Running MagazinesPitch Running Magazines
• Week 2 Pitch Fitness Magazines & In-Week 2 Pitch Fitness Magazines & In-FlightsFlights
• Week 3 Pitch Travel MagazinesWeek 3 Pitch Travel Magazines
• Week 4 Pitch Military Magazines & Travel Week 4 Pitch Military Magazines & Travel MagazinesMagazines
Step #2: Diversify to Find More Step #2: Diversify to Find More Story IdeasStory Ideas
• Write about several different topicsWrite about several different topics• What are your passions?What are your passions?
– Travel & cultureTravel & culture– Military history & historyMilitary history & history– Film festivalsFilm festivals– Running & fitnessRunning & fitness– Food & wineFood & wine• Combine your interests and travelCombine your interests and travel• Search for magazines & e-zines that Search for magazines & e-zines that
cover these genrescover these genres
Step #3: You Don’t Have to be Step #3: You Don’t Have to be an Expert!an Expert!I’m not an expert on…
– Military vehicles– Pre-1900 artillery– Ham radio
communications– Space radio signals– Volcanology– The renaissance era– Belgian beer festivals– Sculptures– Champagnes– Ghost towns
But I’ve had articles on all those topics published.
How?
Consult an ExpertConsult an Expert
• Cover feature, July 2008 in Cover feature, July 2008 in Popular Popular CommunicationsCommunications– About a search-and-rescue organization About a search-and-rescue organization
and their communications equipmentand their communications equipment– I don’t know the difference between a I don’t know the difference between a
Megahertz and UHFMegahertz and UHF
Consult an ExpertConsult an Expert
• Send your consultant a gift or treat them Send your consultant a gift or treat them to lunchto lunch
• I sent my military vehicle expert a $100 I sent my military vehicle expert a $100 gift card for Barnes & Noble, for all his gift card for Barnes & Noble, for all his hours of military vehicle IDhours of military vehicle ID
Co-write with an ExpertCo-write with an Expert
• Beers-of-the-WorldBeers-of-the-World (U.K) magazine has (U.K) magazine has a feature about Belgium’s Top Ten Beer a feature about Belgium’s Top Ten Beer Festivals in NovemberFestivals in November
• I co-authored this piece with an expat I co-authored this piece with an expat friend who is also a writer and a beer friend who is also a writer and a beer aficionado. We got $340 each for this aficionado. We got $340 each for this article!article!
Step #4: Research Your Article Step #4: Research Your Article Before You Pitch ItBefore You Pitch It
• Increases your chances of getting Increases your chances of getting publishedpublished
• Shows the editor you’re preparedShows the editor you’re prepared• You can use research information in You can use research information in
your query letteryour query letter• Pays off when the article is acceptedPays off when the article is accepted• Gives you rough notes and a paragraph Gives you rough notes and a paragraph
or threeor three
Step #5: Find Magazines, Ezines Step #5: Find Magazines, Ezines and Newspapers to Pitchand Newspapers to Pitch
Where and how?Where and how?
Magazine racksMagazine racks
• Check at local bookstores and Check at local bookstores and newsagentsnewsagents– One of my top sourcesOne of my top sources– 34% of my successful leads came from 34% of my successful leads came from
scouring magazine racksscouring magazine racks• Check specialty newsagents—they Check specialty newsagents—they
stock “freelancer friendly” magazinesstock “freelancer friendly” magazines
InternetInternet
• My other top source for leadsMy other top source for leads– 34% of my successful leads came from 34% of my successful leads came from
internet searchesinternet searches
• Google your magazine genreGoogle your magazine genre
Writer’s MarketWriter’s Market
• Not my main source--only helped me Not my main source--only helped me find leads for 13% of my articles…find leads for 13% of my articles…
• But you But you shouldshould use it use it
AWAI’s Weekly “Featured Pub”AWAI’s Weekly “Featured Pub”
• In In The Right Way to TravelThe Right Way to Travel
• Bonnie Caton searches high and low for Bonnie Caton searches high and low for e-zines and magazinese-zines and magazines
• AWAI has provided 13% of my leads so AWAI has provided 13% of my leads so farfar
Step #6: Read the Writer’s Step #6: Read the Writer’s Guidelines & the PublicationGuidelines & the Publication• Log on to a publication’s website to see Log on to a publication’s website to see
the Writer’s Guidelinesthe Writer’s Guidelines
• Aka Submissions GuidelinesAka Submissions Guidelines
• Aka Contributor’s GuidelinesAka Contributor’s Guidelines
In the Guidelines, Look for…In the Guidelines, Look for…
• Preferred article length Preferred article length • Send in completed piece or query?Send in completed piece or query?• The tone of their articlesThe tone of their articles• The style of their articlesThe style of their articles• Payment details Payment details • The right contact personThe right contact person• How to pitch (mail or email)How to pitch (mail or email)• Format for submitting manuscript (disk, Format for submitting manuscript (disk,
email, post)email, post)• Photos/captions detailsPhotos/captions details
No Writer’s Guidelines?No Writer’s Guidelines?
• You’ll have to fly blind…You’ll have to fly blind…
• BUT indicate you’ll be flexible BUT indicate you’ll be flexible
• Write to whatever suggestions the editor Write to whatever suggestions the editor makesmakes
Study the PublicationStudy the Publication
• Average article lengthAverage article length
• Number of articles each issueNumber of articles each issue
• Topics covered in the last 6-12 monthsTopics covered in the last 6-12 months
• Distribution of short vs. long articlesDistribution of short vs. long articles
• Illustrations and photosIllustrations and photos
• AdvertisersAdvertisers
Study the PublicationStudy the Publication
• Who writes the articles? Freelancers or Who writes the articles? Freelancers or staff?staff?
• A variety of bylines suggests many A variety of bylines suggests many freelancersfreelancers
• Start small – the thick glossies pay well Start small – the thick glossies pay well but can be difficult to crackbut can be difficult to crack
Step #7: Pitch Your StoryStep #7: Pitch Your Story
• Send out a blizzard of query emails and Send out a blizzard of query emails and lettersletters
• The more queries you send out, the more The more queries you send out, the more articles you’ll have publishedarticles you’ll have published
• Don’t be afraid to pitch any magazine, Don’t be afraid to pitch any magazine, ezine or newspaperezine or newspaper
• Don’t be put off by rejectionsDon’t be put off by rejections
Use Multiple Submissions (send the Use Multiple Submissions (send the same idea to more than one editor)same idea to more than one editor)
• Example - One of my distribution lists:Example - One of my distribution lists:Notes Sent To Contact Details www.writersdigest.com
Maria Schneider, Editor, Writer’s Digest
$300-$500 for features. Features 600-3500 words. Roundup approach—military mags? Freelance success.
The Writer Magazine Sarah Lange, Associate Editor, Freelance Success articles 160 words
[email protected] [email protected]
Circ. 22,000
Leon Ogroski, Editor, Writer’s Journal
Mary Gannon, Editor, Poets & Writers Magazine
UK
Jonathan Telfer, Editor, Writing Magazine & Writer’s News Magazine
How to Manage Multiple How to Manage Multiple SubmissionsSubmissions• What do you do if several editors want What do you do if several editors want
your article?your article?– Explain the situation honestly to the editorExplain the situation honestly to the editor– Have a back-up idea (closely related to your Have a back-up idea (closely related to your
original story)original story)
How to Manage Multiple How to Manage Multiple SubmissionsSubmissions• What if you’re sure more than one editor What if you’re sure more than one editor
will want your piece? will want your piece? – pitch slightly different topics or variations of pitch slightly different topics or variations of
the original storythe original story– Example: I frequently sell articles to running Example: I frequently sell articles to running
magazines, then change them slightly and sell magazines, then change them slightly and sell them to triathlon, fitness & health magazines.them to triathlon, fitness & health magazines.
– In fact, I select most of my topics with this in In fact, I select most of my topics with this in mind. mind.
How to Squeeze the Most Out of How to Squeeze the Most Out of Your ArticlesYour Articles• Submit to publications whose circulations Submit to publications whose circulations
don’t overlapdon’t overlap– regional magazinesregional magazines– overseas magazinesoverseas magazines– NewspapersNewspapers
• Resell your article after it’s been Resell your article after it’s been published. I recently sold an article published. I recently sold an article about avoiding skin damage to 12 about avoiding skin damage to 12 magazines for a total of $1900!magazines for a total of $1900!
How to Squeeze the Most Out of How to Squeeze the Most Out of Your ArticlesYour Articles• I recently sold an article to a regional I recently sold an article to a regional
lifestyle/travel magazine about Roche Harbor lifestyle/travel magazine about Roche Harbor Resort on San Juan island for $500Resort on San Juan island for $500– I then sold it to another regional magazine for I then sold it to another regional magazine for
$550 (including Photos)$550 (including Photos)– I then sold it to 3 yachting magazines for $350I then sold it to 3 yachting magazines for $350– Total = $1400 for one article!Total = $1400 for one article!
• I frequently sell the same running article for I frequently sell the same running article for $1500 to several different magazines around $1500 to several different magazines around the worldthe world
How to Deal with RejectionHow to Deal with Rejection
• Why does a story get rejected?Why does a story get rejected?– They may have recently run something similarThey may have recently run something similar– It might not fit their guidelines/needsIt might not fit their guidelines/needs
• Don’t get discouragedDon’t get discouraged
Four Lessons I’ve Learned in the Last Two Years…
# 1: Be Persistent# 1: Be Persistent
• For me, it’s led to many new assignments For me, it’s led to many new assignments and repeat businessand repeat business– Example: Example: Classic Military Vehicles Classic Military Vehicles didn’t want to didn’t want to
pay for some museum reviews. I offered to write pay for some museum reviews. I offered to write them for free. They said $50 was the best they them for free. They said $50 was the best they could do. I wrote 4 reviews… and now have 2 could do. I wrote 4 reviews… and now have 2 more feature articles.more feature articles.
• If you can’t sell your story idea to If you can’t sell your story idea to magazines in one genre, try another.magazines in one genre, try another.
#2: Keep expanding within your #2: Keep expanding within your genres and locale genres and locale • Aim for many magazines in a genre or regionAim for many magazines in a genre or region
– I’ll give an article for free if it has sold well I’ll give an article for free if it has sold well elsewhereelsewhere• Boosts my bylines Boosts my bylines • Makes selling my stories to other editors easierMakes selling my stories to other editors easier
• Example: Example: Northwest TravelNorthwest Travel, , Ultimate NorthwestUltimate Northwest, , South SoundSouth Sound, , Mid-ColumbianMid-Columbian, , Columbia GorgeColumbia Gorge, , Kitsap SunKitsap Sun, , Sunday OregonianSunday Oregonian, , Southern Southern OregonOregon -- all in the Pacific Northwest -- all in the Pacific Northwest
# 3: Pitch Increasingly Bigger # 3: Pitch Increasingly Bigger PublicationsPublications
• Recent breakthroughs for me have Recent breakthroughs for me have included: included: – Scotland, Cruising World, Blue Water Sailing, Scotland, Cruising World, Blue Water Sailing,
Renaissance, Men’s Fitness, Fitness Rx For Renaissance, Men’s Fitness, Fitness Rx For Women, Women’s Health & Fitness Women, Women’s Health & Fitness (Australia),Tennis View, The Writer, Classic (Australia),Tennis View, The Writer, Classic Arms & Militaria (U.K.).Arms & Militaria (U.K.).
# 4: Story Ideas Are Everywhere# 4: Story Ideas Are Everywhere
• On a trip to England last year:On a trip to England last year:– Came up with15 story ideas Came up with15 story ideas – Have sold 6 so farHave sold 6 so far
Three Reference Books I’ve Three Reference Books I’ve Found UsefulFound Useful
1.1. Getting Stared as A Freelance Writer-Getting Stared as A Freelance Writer---Robert BlyRobert Bly
2.2. The Well-Fed Writer-The Well-Fed Writer--Peter Bowerman-Peter Bowerman
3.3. Sell and Resell Your Magazine Sell and Resell Your Magazine Articles-Articles--Gordon Burgett-Gordon Burgett
Thank you.