I’ve been working on a 90-minute workshop for a group of nonprofit campaigners this week. The goal is to position them to write powerful opinion pieces for publication in top tier media.
As part of that work, I pulled together a slide deck, and I find myself returning often to the slide above. You’re welcome to print it out and pin it above your “desk” if you like. Or on your desktop, given that many of us are working from home now!
You need three things to write a great op-ed:
1. Tell us a story to make us care. When you think about a huge problem, even numbers don’t affect the part of the brain that retains and learns. Stories do. Think of Steven Spielberg focusing in on the girl in the red coat in Schindler’s List. Our brains release oxytocin when we hear stories. There’s a host of research on this. It helps if your storyteller is the author of the op-ed, actually. And that aligns with many of our missions to have real people show the importance of our work.
2. Write in plain language. A few weeks ago I mentioned the value of the Hemingway App to edit your copy for simplicity. I repeat its unbelievable worth today!
3. End with a clear call to action. Most of us skip this part because we’re convinced our work is valuable at all times. But if there’s something timely that needs action, and the stakes are high, then it makes your case. Right now, we’re deluging editors with our opinions. A clear call to action helps our pieces rise above the rest.
How confident are your people when it comes to writing well for publication? Are they nervous? Or are they raring to go? Feel free to drop me a line if you think they might enjoy a training session with me. It’s my mission in life to empower great people to persuade the world of the importance of their cause.
How To Write Well For Publication
