8 Common Pitfalls to Avoid When Writing an Op-ed
First, let’s agree that opinion articles are a needed but often-overlooked strategy for startup founders, entrepreneurs, C-suite executives, or consultants to boost their thought leader authority. With op-eds, you have an opportunity to extend you and your company’s influence while instilling credibility, confidence, and trust with your target audience.
Let’s also agree that opinion articles can shape public opinion, provide expert opinion, and create an advocacy agenda.
Pitfall #1 - Saying What Everyone Else Is Saying
Ask yourself if your opinion article is merely hopping on the bandwagon for some industry issue that already has high visibility. That’s all well and good, but not likely to make a grab-you-type op-ed.
Ideally, you want to say something only you can say. Are your insights original, unusual, surprising, or controversial? Most importantly, is it potentially newsworthy? If the answer is yes, you are on the right track.
Pitfall #2 - Being Too Self Promotional
This is a tough one. You want to tout your expertise. Yet op-eds should address a larger issue beyond just promoting yourself or your company.
Keep your role low-key and avoid excessive branding or boilerplate messages.
Pitfall #3 - Poor Argumentation
Your opinion articles need to be persuasively argued. There needs to be a clear, focused thesis. Avoid stating the obvious. Just because op-eds are, by definition, opinion pieces does not mean they are comprised solely of opinions. Back up your arguments where appropriate with research-based data to support your position.
Pitfall #4 - Burying the Lede
You may ask, what’s a lede? It’s the opening sentence or paragraph of your article, summarizing the most important aspect of your piece.
Don’t bury your main argument deep in the piece. State your thesis up front and ensure the key points are high in your op-ed.
Pitfall #5 - Lack of Timeliness
Op-ed timing is crucial. To be relevant, they need to be tied to a current news story or event. Miss the window of timeliness and you are up a creek without a paddle.
Pitfall #6 - Using Jargon
Avoid using excessive insider language or failing to explain concepts clearly. I know I have to recheck every piece I write as a ghostwriting partner to ensure I’ve not slipped into too much industry speak.
Pitfall #7 - Ignoring Word Limits
You have so much to say, but no one is going to read a tome. Most op-eds have tight word limits ranging from 750 words or less. Follow that limit.
Pitfall #8 - Using Op-eds When a Different Tactic Might Be Better
Sure, I tout ghostwriting opinion pieces all the time with my clients. But there are instances where other tactics may be better.
Let’s take a hypothetical instance where a client has an announcement about a product or service or launches an initiative. Should this news be converted into an op-ed, or is there a better tactic that could be employed? In this instance, you may be better off with a press release or posting on the company blog.
Parting Words
Opinion articles/op-eds are not the cure-all for underwhelming content marketing. Opinion pieces alone will not get you to your summit as the go-to person for all things important in your particular field.
Option articles are certainly one big component. However, they must be employed consistently with a ghostwriting partner who can translate your insights into a compelling and engaging narrative for your prospects and clients.
