Persuasion: The Op-ED Piece

In an op-ed, you essentially state your conclusion first. You make your strongest point up front, then spend the rest of the op-ed making your case, or back-filling with the facts. Done right, it's persuasive writing at its best. You can  help a company win converts, gain high-quality publicity for a cause, and you will be reaching the elite audience of opinion-makers who regularly read the op-ed pages.

Here's a checklist to keep your op-ed on track:

• Focus tightly on one issue or idea --- in your first paragraph. Be brief.
• Express your opinion, then base it on factual, researched or first-hand information.
• Be timely, controversial, but not outrageous. Be the voice of reason.
• Be personal and conversational; it can help you make your point. No one likes a stuffed shirt.
• Be humorous, provided that your topic lends itself to humor.
• Have a clear editorial viewpoint - come down hard on one side of the issue. Don't equivocate.
• Provide insight, understanding: educate your reader without being preachy.
• Near the end, clearly re-state your position and issue a call to action. Don't philosophize.
• Have verve, and "fire in the gut" indignation to accompany your logical analysis.
• Don't ramble or let your op-ed unfold slowly, as in an essay.
• Use clear, powerful, direct language.
• Emphasize active verbs, forget the adjectives and adverbs, which only weaken writing.
• Avoid clichés and jargon.
• Appeal to the average reader. Clarity is paramount.
• Write 750 double-spaced words or less.