Sue White

Journalism. Copywriting. Media + writing training.

  • Facebook
  • LinkedIn
  • Twitter
  • Home
  • Work with me
    • Journalism
    • Copywriting
    • Media training
    • Writing training for teams
    • Testimonials
  • Published in…
    • Sydney Morning Herald & The Age
      • Features
      • Meet the boss
      • Side Hustle
    • Jetstar Magazine
    • CNBC Global Traveler
    • Vacations & Travel
    • Business Traveller Asia-Pacific
    • Family Travel magazine
  • Portfolio by topic
    • Travel
    • Careers & Productivity
    • Wellbeing
    • Environment
    • Archive
  • Contact
    • Press

How to ensure your story idea passes the “So what?” test

August 27, 2013 By Sue

I love this anecdote about the proverbial keen young journo.  He runs up to his editor saying, “I’ve got a great story idea.”

Editor: “So what?”

Keen young journo: “Well, people have reported seeing sharks in the ocean just off the local beach.”

Editor: “So what?”

Keen young journo: “Well, the beach was packed and everyone was looking out at the ocean, at this one surfer who was actually paddling towards the shark, I don’t think he heard the alarm.”  (As a wannabee ocean swimmer and keen beachgoer, I have only recently realised how often I use shark attacks in my hypothetical examples. Paranoid, much?)

Editor: “So what?”

Keen young journo: “Well, the shark actually BIT the guy’s board before the surf lifesavers turned up and somehow scared the shark away.”

Editor: “Okay, that’s getting closer to a story.”

You get my drift…When you are pitching an idea to an editor, you need to get to the point early on.  Editors really do think in “So what?”  Don’t make them read on, and on, and on to find it. If the near shark attack is so far down the page your potential editor has to literally dig through to find the interesting bit, your chances of her finding it interesting are next to nil.

Editors are time poor. They’re also inundated with pitches. So that means when you’re pitching: get to the point early.

Want a bit more detail to start improving your pitching?

Here are 7 secrets of successful story pitching.

And a reminder (via this recent post) that if your pitch is going to be successful, focus, focus, focus!

Still stuck? Book a mentoring session and I’ll help you out.

Share This Post With Your Friends
Tweet about this on Twitter
Twitter
Share on Facebook
Facebook
0Pin on Pinterest
Pinterest
0Email this to someone
email

Filed Under: Blog, Pitching and dealing with editors scaring the pants off you? These posts may help., Write better Tagged With: Editors, Pitching

Back to:

Comments

  1. Justine Maunsell says

    September 1, 2013 at 7:47 pm

    Thanks Sue, great advice as usual! I am really enjoying your posts. They are always incredibly useful and motivating.

    • Sue says

      September 3, 2013 at 2:31 pm

      So pleased to hear it Justine, thanks 🙂

  2. Kylah (Zest e-Biz) says

    October 23, 2013 at 4:39 pm

    Great post. Such a simple tool to critique our own story ideas before pitching. Thanks!

  3. Lisa Schofield says

    October 23, 2013 at 10:14 pm

    I always know when i open your posts, there will be a piece of gold. And here’s another. Thanks Sue

    • Sue says

      October 26, 2013 at 1:14 pm

      Ahh, shucks. Thanks Lisa!

Join Me On Facebook!

https://www.facebook.com/suewhitewriter/

Copyright Sue White 2014 · Website Design by Kelly Exeter