Want to make your pitches more compelling? Leverage these evidence-based psychological principles to supercharge your freelance writing efforts.
Just about everyone needs to know how to sell their ideas.
But for freelance writers, pitching assumes even greater importance.
That’s because your ability to craft solid pitches can mean the difference between landing assignments or not … and sometimes even eating that week or not.
Stellar ideas, thorough research, and polished writing are essential in a pitch.
Yet on their own, they’re not enough.
(Read The five biggest myths about pitching.)
As a writer who is also a psychologist, I believe you can give yourself a strategic edge in a competitive market by understanding the psychological principles which underpin decision-making.
It’s not about being sneaky or manipulative.
Rather, the more you know about how editors’ minds work, the more responsive you can be to their needs, and the better the service you can provide to them.
Here are 4 evidence-based psychological principles you can leverage to encourage editors to swipe right rather than left.
THE HALO EFFECT
The halo effect is the reason celebrities are chosen to endorse watches, perfumes, and destinations. And it explains why good-looking criminals are less likely to be arrested or convicted.
What is the halo effect?
The halo effect is a cognitive bias which sees us perceive people, brands, and products in a positive light based on a single positive characteristic. So, if someone is physically attractive, we tend to assume they’re also intelligent, competent, or kind, even if there’s zero evidence to support this assumption.
Who discovered the halo effect?
American psychologist Edward Thorndike first noted the halo effect in his 1920 paper A Constant Error in Psychological Ratings. He observed that people allow their perception of one positive quality (like appearance or demeanour) “spill over” into their judgments about other unrelated traits.
How can I use the halo effect?
Fortunately, freelance writing isn’t the sort of profession where looks count for a lot. But there are still ways to harness the halo effect to work on your behalf.
Build a strong personal brand.
If your website, portfolio, and social media profiles are polished, professional, and visually appealing, editors are more likely to perceive you as competent and reliable – before they’ve read a single word.
Highlight top tier publications
Featuring articles published in well-known outlets generates a halo. Editors might think, “If they’re writing for The New York Times or Conde Nast Traveler, they must know what they’re doing.”
Showcase thought leadership
Posting thoughtful content on platforms like LinkedIn positions you as an expert – which can in turn make editors perceive your work more favourably, even if they’ve never worked with you before.
Professional presentation
Ensure your pitches are clean, lean, compelling, and error-free. This level of attention to detail suggests that the commissioned work you provide will be equally meticulous.
THE MERE EXPOSURE EFFECT
Have you ever switched a radio station to the music you grew up with? Bought a product you saw advertised (even though the ad itself annoyed you)? Or fallen for a coworker who, on first meeting them, you didn’t find attractive at all? That’s the power of the mere exposure effect.
What is the mere exposure effect?
The mere exposure effect suggests that we tend to prefer people and things we’re familiar with, rather than something new. Like slipping on an old sweater, or a favourite pair of denim jeans, that familiarity leads to feelings of comfort, enjoyment and liking.
Who discovered the mere exposure effect?
Research undertaken by psychologist Robert Zajonc resulted in the discovery of this phenomenon. His work indicated that repeated exposure to a person, idea, or product increases positive feelings toward it.
How can I apply the mere exposure effect?
Maintaining a calm, consistent presence can help you leverage the mere exposure effect.
Regularly pitch and follow up
Even when it feels like you’re being overlooked or outright ignored, continue pitching editors you’re keen to work with. And don’t hesitate to follow up on pitches which haven’t received a response. Each touchpoint reinforces your presence in their mind.
Maintain consistency in your communications
A consistent signature, photo or tagline can create a level of familiarity that may pay dividends down the track.
Take your interactions beyond the inbox
You don’t want to become a stalker – but look for opportunities to interact with editors via social media, or at professional events. Comment on their posts, share their articles, and engage thoughtfully without overstepping.
(Read this for me tips on handling ghosting, stalking, and more.)
THE RECIPROCITY PRINCIPLE
Those free samples at supermarkets that tempt you to purchase? Or those free trials of a service which leave you wanting more? They’re all examples of the reciprocity principle at work.
What is the reciprocity principle?
The reciprocity principle suggests that people feel compelled to return favours or kindnesses in some way. So, for example, when someone buys you a drink, you feel obligated to shout them the next round. The reciprocity principle is often used in marketing strategies, where a small gift or concession is offered upfront, with a view to boosting the likelihood of a larger commitment down the track.
Who discovered the reciprocity principle?
The reciprocity principle was apparent in ancient civilisations like Rome, where gift-giving and the exchange of favours were often used to build trust. But in its current form, the reciprocity principle is attributed to psychologist Robert Cialdini who wrote about it in his book Influence: The Psychology of Persuasion.
How can I apply the reciprocity principle?
Sending flowers, chocolate, or other over-the-top offerings isn’t the sort of strategy that will get you very far, at least with editors. But there are still ways to put the reciprocity principle to work.
Give gifts
Offering story pitches writing stories on spec that work perfectly within their publication is a way of giving an editor a gift. (“Surprise!”). Once, I wrote an unsolicited story for a business publication and sent it away, fingers crossed. The editor, who I hadn’t worked with before, rang me personally to say that it was like walking into work to find a present sitting on her desk. She purchased and published it too.
Send multiple pitches
Although some writers like to pitch a single idea at a time, I like to include 3-5 potential story ideas in each email, particularly if it’s an editor you know well. This demonstrates that you’re just not a one-trick pony. But also, more subtly, it activates the reciprocity principle. When presented with several options – that is, good options that you’ve clearly thought through and sweated over – the recipient is more likely to feel obligated to choose one, to avoid seeming churlish.
Show gratitude and acknowledgment
Even if editors reject your pitch, thank them for considering it. If an editor asks you to rework an article, thank them for the opportunity to do so. Small acts like this can create goodwill, making them more receptive to future pitches.
FOOT-IN-THE-DOOR TECHNIQUE
Picture the travelling salesman of yore sticking his foot in the door so the prospective customer can’t easily close it. That’s how the foot-in-the-door technique still works – metaphorically at least.
What is the foot-in-the-door technique?
The foot-in-the-door technique assumes that if you can gain a small initial commitment from a purchaser (or, in this case, editor), then larger commitments are more likely to follow down the line.
Who discovered the foot-in-the-door technique?
Research by Jonathan Freedman and Scott Fraser in 1966 established the first understanding of the foot-in-the-door technique.
These researchers found that participants were 135 per cent more likely to comply with a larger request after completing a smaller task, rather than individuals who had been asked to complete a larger task fresh out of the gate.
Steven Sherman later built on this idea, noting the relationship between the foor-in-the-door phenomenon and the consistency principle – that is, we like to behave (and be seen to behave) in accordance with our existing commitments.
How can I apply the foot-in-the-door technique?
Start small
If you’re new to a publication, the editor is unlikely to assign you a full-length feature.
So, when you’re looking to break it, it’s wise to focus on low commitment pitches – those shorter ‘front of book’ stories, sidebars, listicles, or Q&As.
Once the editor has seen you paint on a small canvas, it gives them confidence in your quality and reliability. After you’ve established a relationship, then you can pitch feature-length articles.
Progressive engagement
After an editor responds positively, even to a small query, follow up with more substantial ideas.
Just say yes
Last minute assignments can play merry hell with your schedule. However, when you’re asked, and if you can, volunteer to write stories which demand a quick turnaround.
Editors sometimes have last-minute gaps to fill, which may compel them to take a punt on someone new.
Once you’ve demonstrated your ability to deliver under tight deadlines, or challenging conditions editors will trust you, and think of you when more significant projects arise.
This also activates the aforementioned reciprocity principle – because if you helped them in the past, they’re more likely to seek you out again.
Read Three ways to triple the odds of your pitch being picked up.
PUTTING IT INTO PRACTICE
Understanding and applying these psychological principles is no guarantee every pitch you submit will be accepted.
However, they will increase your chances by aligning your approach with how editors naturally process information and make decisions.
Combine these strategies with strong ideas, professionalism, and persistence, and you’ll find your pitches becoming more persuasive and successful.
Want more like this?
I’ll be looking at a bunch more of the psychological principles of pitching in my upcoming course.
In the meantime, I invite you to sign up for my fortnightly newsletter.
You’ll also receive a FREE copy of Pitching for Publication, which breaks down three successful pitches to Australian and international publications.
