Hello friends, happy October! I’m so glad to be back this week after my (trickier-than-expected) move back to New York, so thanks for bearing with me while I was dealing with all that! (Also, if you’re in New York, say hi! Let’s get coffee!)
This week we’re coming back swinging and addressing one of the most frequently asked questions I get from writers — and one I have absolutely no idea how to answer: How do you pitch an Opinion piece?
To answer this, I had to bring in the big guns: Please welcome Rachel Sonis to the FWT gang! Rachel is the former editor of TIME magazine’s opinion section, and she recently went independent to open her own editorial consultancy. I’m thrilled to bring her on this week so we can finally get some guidance on landing opinion pieces.
Take it away, Rachel!
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Opinions of all shapes and sizes are easy to come by. Famously, everyone has one — it’s human! But crafting a persuasive opinion pitch around an idea is no easy feat, and it’s an entirely different beast than simply having something to say about a topic.
Many of us think of pitching as an art form: a mix of enticing, narrative storytelling and precise facts that ultimately persuades an editor to work with you. But these days, I’ve been thinking about it more as a science. “Art form” feels too amorphous, too vibes-based, when the objective in question — especially when it comes to op-eds — often hinges on how effectively (and succinctly) you can persuade an audience and your editor to believe ... well, you.
Thinking of it more as a science or a formula doesn’t only help create clarity around how you would go about arguing your central thesis. It can make the process more accessible, too.
As someone who has been a book and digital media editor for a decade, most recently as the editor of TIME’s op-ed section, I can tell you that every effective op-ed pitch shares similar bones: it’s concise (two paragraphs, three at most), and it follows a clear formula with four essential components.
Consider your headline first
We’re often told to save titles of projects or headlines for the very end of the writing process. In the case of opinion pieces, though, it’s actually the thing you should consider first. For op-eds, the headline serves a crucial purpose: it is your argument in its sharpest, most concentrated form.
The reason you should consider doing this is twofold: If you’re pitching an editor, it saves them time (a precious resource for us all), and crafting a succinct, eye-grabbing headline instantly signals to an editor where you stand and from what direction you’re trying to enter the conversation. This can help them decide quickly if your argument is timely, persuasive, and ultimately worth publishing.
More importantly, though, a strong headline forces you to clarify your stance right away. The biggest piece of advice I give op-ed writers is to get off the proverbial fence. Pick your argument, understand the mechanics and nuances of it, and decide if, after all that, you can stick by it. Use your headline as your compass.
Underline your op-ed’s timeliness, but add an extra layer
Whether it’s a feature, an investigative piece, a profile, or a quick news hit, most journalism pitches consider the timeliness of the story you’re trying to tell. It asks the essential question, Why does this story matter right now? Given how fickle the news cycle can be, this also means that your timelines will be truncated when you’re pitching. For op-eds, my quick rule of thumb is this: if it’s a breaking news event (a government policy change, a Supreme Court decision, etc.), be prepared to turn around the full first draft piece in 24 hours. If it’s a news event that has long-standing resonance (a death, a climate event, etc.), be prepared to submit the draft in two to three days. If it’s more of an op-ed based around a trend, or something that could be planned for in advance, consider giving an editor a concrete, reasonable timeline for when you’d be able to turn the piece in.
Zoom workshop alert! How to write a perfect Opinion pitch that editors will actually read — and commission. Join Rachel and Tim on Oct. 23 for a 90-minute Zoom workshop that will cover everything you’re reading here and even more. We’ll dive into structure, what to include in your Opinion pitches, how to build an argument in the pitch itself, and so much more. (All registrants will receive a full playback of the event, and paid subscribers get 50% off admission to this and all Zoom events.)
That said, with op-eds, the question of timeliness often takes on an even bigger meaning: you’re being asked not only what events make this story worth telling right now, but also how they fit into larger discourses our culture is having. Being able to zoom out and articulate what your argument reveals about society, politics, or the way we live will strengthen your piece. Expanding on these points at the top of your pitch after stating your central thesis also underscores its urgency and establishes your narrative framework early.
Walk through your evidence
After you establish a narrative framework — which we’ll be covering in a newsletter later this month — it’s important to explain both your evidence and why you are the right person to write on this topic. Ask yourself: What makes me the right person to weigh in here? Be direct and concise, and lay out your expertise, perspective, or lived experience, and show why that gives you credibility on the subject.
Answering this question would also help you show your supporting arguments (three to four is the sweet spot!), and tailor them to the topic at hand. They might bring in cultural evidence, data and recent studies, personal anecdotes, or a mix of all three! What matters here is showing your editor how you plan to prove your case. This demonstrates that your argument has legs and also proves to the editor that you can carry it through with authority.
Another thing an editor might ask, especially if you haven’t worked with each other before, is whether you have a draft of the piece already written. If you do, I would just say in your pitch email that you do have a draft, ask if they’d like to take a look, and give them the approximate word count. This helps keep the process as efficient as possible and gives your editor all of the options.
As for whether you should have a draft written when you send the pitch? Ask 10 editors and you’ll get 10 different answers, so I’ll just say: your call.
Know the publication’s audience
Some op-ed sections cover more political news. Others focus on more cultural, lifestyle, and societal topics. Some are okay with more jargony language. Others want something that can appeal to a more general audience.
You know where I’m going with this: It’s important to read the op-ed sections of the publications you want to pitch. Figure out what you think is working in them, but just as important, what is not. Because once you get a sense of the topics your preferred publication is interested in covering, you will not only be more efficient with your pitching process. Your pitches will be all the stronger for it, too. [Ed. note from Tim: Big, big co-sign!]
Taking all of these components in will help your brain slowly begin to rewire to think like an opinion writer — and have a surefire formula to change people’s minds.
Rachel Sonis is a journalist and editor with over 10 years of experience developing content for print and digital media. Most recently, she was the editor of TIME magazine’s opinion section, TIME Ideas, and was an acquiring and developmental book editor at Penguin Random House before that. Now, she runs her own editorial consultancy, which you could learn more about here: https://www.rachelsonis.com/
Oh, a few other things …
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I offer one-on-one coaching! Is your story falling apart and you need a second eye on it? Want a seasoned perspective on a pitch you’re kicking around? Interested in talking about careers and building your freelance business? Maybe just want an edit on a story draft? I’ve got you covered! Click below to book a one-on-one coaching session to talk about pitches, story ideas and development, editing, careers, or anything else you might need help with!
This was wonderful! Thank you! Now, the painful question (for me): how do we distill this down to two, three paragraphs at most? I just snagged a spot at the Oct. 23 workshop in the hopes of finding out!