The Craft: Write Headlines That Editors Can't Ignore

The 3-Second Audition That Will Make, Break, or Win Your Pitch

If you are cold pitching an editor, they will decide whether to open your pitch based solely on your subject line. Your subject line should contain the headline for your story. It is your one and only chance to cut through an editor’s busy day. Like someone eating a low-carb breakfast, please stop the waffle. Create headlines that sell your story and match the publication's identity.

Your pitch title is your headline, and if you can get an editor to read your 8-10 words of pure, concentrated brilliance, then, my child, you have succeeded for today. A confused headline is like a limp handshake at a job interview, so be bold.

As I might have said a couple of times before, when developing your story idea, your first priority is to write the headline. The best headlines are nuggets of joy that a commissioning editor could picture on their site, tomorrow.

Look at your target publication's homepage right now. Look at the headlines. How are they written? How many words do they have, on average? How refined is the vocabulary? Look at rhythm. What patterns do you notice? If you can make your headline sound like your target publication, then you may have a chance with your editor’s capricious attention.

Here are some real publications I have pitched to this year:

iPaper Headlines:

• 'A lot of dancers are undernourished': The body image problem haunting ballet

• The Studio is the best show of the year - but nobody watched it

• Peppa Pig is a rude brat – I hope Mummy and Daddy do better with the baby

These headlines are around 8-15 words, in a conversational style with accessible language. One example of a real pitch headline I pitched was:

• What It’s Like to Grow Up Without One of Your Senses, and Not Know It

Positive News Headlines:

• Giving non-human beings a seat at the table: Animals in the Room

• Beacon of light: the model village retrofitted into a tiny renewables kingdom

• Image for You tell us: what’s the most challenging thing you’ve ever done?

These are medium length, up to 12 words, with an uplifting tone, optimistic with some vivid imagery. I sent them this idea:

• Blossoming Partnership: How Community and University Restored a Lost Green Valley

Van Classical Music Headlines

• On Track

• Caller of Spirits

• The Inner Mountain

Look how different these are: extremely concise, abstract and evocative, brief to the point of obscurity. So, to match their tone, one pitch I sent was this:

• Seagull. Satire. Opera.

Which, despite being the right flavour, was rejected. This isn’t Pitch Fail Club for nothing. Hopefully, you are getting the point: Match Their Voice, Not Yours.

Editors skim hundreds of subject lines, mentally slotting them into house styles. Please help them. Show them what your idea looks like in their world. Write like them, not like you.

Study your target's tone, syntax, length, mood, and do your best to match it. This is a clear signal to an editor that you’ve done some research and understand their publication.

Today’s Pitch Fail Club Takeaways

1. Write your headline first.
   If you can’t express it in a headline, it’s not ready to send.

2. Your email subject line is your handshake.
   Be firm, be bold, and look the editor in the eye.

3. Research, research, research: Match the house tone.
   Editors want to imagine your piece in their pages. Merge with their style. If you are sending multiple pitches, each one will need a different headline

Have you ever sent a pitch that landed with a splat? I want it. Send it. Let’s learn from it. You’ll get free access for a year. You can be anonymous if you like: pitchfailclub@outlook.com