Adding Value
You know how it is — you do everything right, and still you never hear back from a beloved editor again. Or it always feels like you’re breaking in for the first time, even though you’ve written for a magazine several times.
Same here: I always say to myself, “I don’t get it. I’ve never missed a deadline, I can turn around a rush article with no problem, and the editor seems to love my work. And yet I haven’t heard from her in six months and my e-mails are going into a black hole.”
I’ve been rereading my well-thumbed copy of Work Less, Make More by Jennifer White, and the author brings up the idea of offering not just benefits, but value. Making your deadlines and being a good writer are benefits — benefits that a lot of other writers offer. But what do you do that elevates you above all other writers and makes you indispensable to an editor? What does she really need from you to truly make her job easier? That’s value.
I racked my brain and had trouble thinking of what I could offer to an editor that I don’t already. And then it hit me: Editors need to fill pages, and to fill pages they need ideas. Since I’ve been in the business so long editors come to me, and I rarely have to pitch any more. But what if I offered not just the benefits of fast turnaround, professionalism, and good writing, but also the value of fabulous ideas editors can use to fill their pages, which makes their jobs easier?
So here’s what I plan to do: I’m going to make a list of all the magazines that usually come to me with assignments (generally trade and custom pubs), and I’m going to brainstorm ideas for their pages. I’ll also be on the lookout for tidbits of news they can use, even if they don’t directly result in an assignment for me. I’ll let you know how it goes.
What benefits do you offer an editor, and how can you set yourself apart by adding value? Please post your experiences in the Comments below! [lf]
I try to provide suggestions for heds and deks. My editors may not use them, but they appreciate the extra bit of help.
I pitch all my mags every week almost. Since it’s a buyer’s market, you need to suggest who the sources will or could be now–this didn’t used to be the case. Put some stats if you have them. Not long, but not too breezy, either. Even then, you may not get a reply…and of course, it’s never as vital to them as to you…there can be delays.
Thanks for the advice, Star!
Jaclyn, great idea. I always remember to include a hed, but often forget to offer a dek as well.