Hi Reader -

I was reading my local newspaper this morning and an op-ed from a community organization caught my eye. It was a bit long but I'm interested in the issue so I started to read.

I slogged through a lengthy wind up to their main message and - pow! - the last two paragraphs of the op-ed made a super compelling argument for their issue.

The best part of the op-ed was buried after a long scroll…oof. I wonder how many readers actually made it that far? Most probably clicked away after a few sentences.

Here are a few tips to create a strong op-ed that will be read and talked about.

Actually say something.

You’ve heard this advice from me before and I’ll say it again. If you’re writing to persuade – which is the whole point of an op-ed – you have to actually say something new or add to the conversation on an issue.

Maybe you're clearly on one side of an argument. Maybe you think a public debate is missing a key piece, or getting it wrong. Maybe there's an idea on the horizon nobody's talking about yet. Whatever it is, that's your op-ed.

You want your op-ed to start a conversation, not repeat points already made.

Grab your reader from the start.

Writers often treat their introductory paragraphs as background. They spend too much time setting up the story, and don’t get to their main argument until much later in the essay.

Say your main point first and use clear, direct language. Get comfortable being a bit provocative.

You’re grabbing attention, not writing a book report. Once you have their attention, you can loop back with background details or facts that support your point.

Ditch the word salad.

When we’re making a point that might be unpopular or make some readers uncomfortable, we tend to add a lot of words.

An op-ed is the place to be direct and stand up for what you believe in. If you feel strongly enough about an issue that you want to write an op-ed, don’t let your point get lost in the midst of a lot of unnecessary, or overly technical language.

Done well, an op-ed can be a powerful tool in your advocacy campaign. It can spark conversation, drawing attention to your issues. But you have to be clear and direct for it to be effective.

Jennifer ​Founder, Buoy 231 Consulting​

P.S. If you need help thinking through your communications, I’m always happy to chat. In addition to hands-on campaign planning, I also offer one-on-one coaching where I help you work through your biggest challenges, critique writing, and more. If this sounds like it might be helpful, let’s find a time to chat.

Build awareness. Mobilize your community. Change policy. ​Buoy 231 Consulting helps nonprofits build communications and advocacy campaigns that make their issues impossible to ignore. Ready to get started? Book a free call.