You know that feeling? You are an expert in your field. You have so many valuable insights to share, but they remain locked up in your head, your office. While others with less knowledge do constantly appear in the media. It is maddening. Fortunately, there is something you can do about it. In fact, an opinion piece can be the key to greater visibility and stronger expert status. And the great thing is: you have everything you need to do this successfully!
What does opinion mean?
Back to basics for a moment. The word opinion comes from the Latin 'opinari', meaning 'to think' or 'to think'. Your opinion is simply what you think about a particular, topical issue. It is your personal view on a current topic, based on your experience and expertise.
Opinions in the media
In the media, opinion is all around you. Politicians share their views on new laws, experts give their opinions on developments in their sector, and successful entrepreneurs make their voices heard on social issues. Why couldn't you? You probably have more interesting things to say than you think.
What is an opinion piece?
An opinion piece is actually your chance to be on the soapbox. It is an article in which you give your opinion on something that is going on in society or in your sector. Unlike in a news article, you don't just share facts, but also take a clear stand. You show what you stand for. People immediately know what kind of meat they are dealing with...
The power of an opinion piece
The beauty of an opinion piece is that it combines three things. First, it is about something that is topical and concerns people. Think of those discussions that go on everywhere, from the coffee machine to the talk shows. Second, you give your own opinion and explain why you think that way. And third, you write from your expertise. This makes your story credible and interesting. But don't forget to back up your story with hard, demonstrable facts.
This is what an opinion piece does for your visibility
This is where it gets interesting. A good opinion piece acts as a turbo for your brand awareness. When your article is published in a newspaper or on a news site, thousands of people read along. And not just read along, they get to know you as someone who knows what he is talking about.
From unknown and unloved to recognised expert
Imagine what happens when people read your opinion article. They think, "Hey, this person really understands." Later, when they need someone with your expertise, who do they think of? Exactly, to you. It's like introducing yourself to a whole room full of potential clients, but without that sales pitch.
Journalists will call you
In addition, you suddenly become interesting to journalists. They remember who provided them with that good basis for a news item. Before you know it, they call you for reactions to new developments in your sector. And then suddenly you are the expert the media ask when something is going on in your field. Instead of that entrepreneur who has to peddle his story.
More website visitors and customers
Your website will also suddenly get more visitors. Opinion pieces often briefly mention who you are and what you do. Curious readers click through to your site. And so an article sets a whole chain in motion that can lead to new customers and more sales.
How to write an opinion piece?
Now comes the moment when you think, "Sounds great, but how do I go about this?" It all starts with the right topic. You want to choose something that is on people's minds right now. Look at what's in the news, what discussions are happening on LinkedIn, or what people in your industry are talking about.
Choosing the right topic
However, the subject should touch on your area of expertise. You don't want to just give your opinion on anything and everything. You want to show that you understand your business. And it may well be a little controversial. Articles where everyone is in complete agreement will not be read. A bit of tension creates engagement.
Preparation is everything
Before you start writing, gather information that supports your point of view. Find figures, studies, examples from your own practice. Anything that makes your story credible. Also think about who you want to reach. Are you writing for fellow entrepreneurs, for the general public, or perhaps for policymakers? That will determine how you tell your story.
What is the structure of an opinion piece?
A good opinion piece has a logical flow that takes the reader into your train of thought. Start with an opening sentence that wakes people up. Ask a question they have wondered too, or share a fact that surprises them.
Make your point of view crystal clear
Next, make your opinion clear in one clear paragraph. No doubt about it, the reader knows exactly where you stand. This is your moment to show colour and give your opinion meaning.
Convince with strong arguments
The middle section is where you really start to convince. This is where you give your strongest arguments, backed up with examples and facts. Tell why you think that way, share experiences from your own practice, let figures speak for themselves. This is where your expertise really comes to life.
Acknowledge other opinions
Sometimes it is smart to also briefly comment on what others are saying. Not to undermine them, but to show that you know and consider other opinions, but still stick to your point of view.
Close powerfully
You end with a powerful conclusion summarising why your vision is the right one. Maybe you make a prediction for the future, or call on people to do something. Make sure you end with something that sticks.
How long is an opinion piece?
The length depends on where you want to publish it. Different media outlets have different preferences. National newspapers often want something between 600 and 800 words. Regional newspapers usually keep it a bit shorter, around 400 to 600 words. Online platforms are often between 500 and 700 words.
Stick to the guidelines
Most importantly, stick to these guidelines. By sticking to them, you increase the chances of your article being placed and your story not being cut short by the editor. This is because then someone else will decide which parts are important and which are not. You want to avoid that.
Practical examples of opinion pieces
Yes, this really can be practice. Look, for example, at Aafke Dijkstra, the Midlife Happiness Expert. Together with her, I wrote an opinion piece with which we approached the opinion editors of NRC in a targeted way. The piece was published and was followed up nicely by other media. And she was not the only one. Among others, the following opinion pieces by my clients appeared in the media:
What topical subject could you speak on as an expert?
Help to increase your visibility and expert status with an opinion piece
You may now be thinking, "Sounds all great, but who is waiting for my opinion." Or "I don't know where to start." I get that. Writing a compelling opinion piece and placing it in the right media requires knowledge and experience. You need to know which topics are hot, how to write persuasively and which media to go to.
Professional coaching makes the difference
I understand that you'd rather be doing what you do best: running your business. That's why I help entrepreneurs like you get the word out about your expertise. I guide you in finding the right topics, writing strong opinion pieces and approaching relevant media.
My team and I know exactly what editors are looking for and how best to package your message. Together, we make sure your expertise gets the attention it deserves, while you can focus on what you do best.
An opinion piece can be the start of much more visibility, new clients and ultimately more turnover. With the right approach and coaching, you can successfully put yourself on the map as an expert in your field. Because you already have that expertise, you just need to get it out there. Give your professional opinion a platform. Would you like to spar briefly with me about your best personal PR strategy? Then book a free call with me via Calendly.
