10/ 14/ 2005
You can easily spend thousands or tens of thousands of dollars on advertising and promotion. And no doubt about it: You need to spend money promoting yourself to survive.
But whatever you do in the promotional arena, don't forget one of the staples of free exposure: the op-ed. The term stands for "opposite of the editorial," a timely, provocative article that appears on the opposite side of the editorial page in most newspapers. Also referred to as a reader commentary, a viewpoint or a guest editorial, the op-ed focuses on controversial issues and is usually written to influence policymakers. You can use the op-ed to bring an important message to the public and make yourself better known to your constituencies. Here’s how:
Identify the op-ed opportunities available to you. Make a list of all daily, weekly and occasional print media in your geographic area as well as specialty periodicals that serve your industry. Note the publications that regularly include op-eds. But remember, just because you don't see op-eds in a particular periodical doesn't mean they won't be published there.
Focus your message. Before you write a single word, state the message you want to get out clearly and succinctly -- in one sentence if possible. For example: At the Smith Corporation, we are proud of our activities, which make life better for our 2,000 customers each and every day.
Read op-eds before composing yours. Some publications may even make op-ed "guidelines" available to you. But whether they do or not, check out a few published op-eds. Note their length, style and editorial requirements.
Open your op-ed with a grabber. A few common ways to start include a startling fact, an amusing anecdote, a personal recollection, a quotation, a reflection on a historical trend or a social oddity. Your objective? Get your readers' attention quickly and segue into your message. People read op-eds (and most material in print publications) fast; don't make them work hard to figure out what you're trying to say.
Analyze. Because op-eds tend to be geared toward broad audiences (and fast readers), you've got to organize your arguments well. To do this, use a structure or pattern that adds cohesion to your opinion piece, such as illustration (10 activities in my small business that make life better for customers); chronology (what the company has done in the last three years to make life better for people); contrast (how the company’s activities differ from typical activities of other companies).
Use short sentences and everyday language. In addition to a sound organizational pattern, a colloquial, easy-going style will keep your readers reading. Equally important, the editor of the publication you're approaching will usually find a breezy, reader-friendly style a plus.
Reinforce the message at the end of the op-ed. For example, you might tie the closing and opening together, emphasize a few key facts supporting your message or discuss the implications of your message in a dramatic sentence or two.
Follow good form. Unless you're directed otherwise, double-space your op-ed manuscript and leave one-inch margins on all sides of the copy. Be sure it’s prepared on a high-quality laser printer and don't hesitate to include a diskette containing the op-ed in electronic form. (Many publications now accept op-eds by e-mail, so don't hesitate to consider this option.) Include a brief cover letter introducing yourself to the publication’s editor and noting your qualifications to write the op-ed.
Make the most of your published piece. Let friends and acquaintances know it’s been published. Post it on a bulletin board for customers to see. Make reprints of the op-ed (with the publication’s permission, of course) and pass them along to your customers and prospects. Be sure to mention the op-ed when speaking to key prospects or preparing proposals.
The op-ed is a simple form of persuasion and publicity that dates back several hundred years. Use it to get your ideas and message across, and you may find this simple tool raises your stature and credibility in the public eye.
