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The
problem with opinion articles
Want to hear our opinion? Today
genuinely good opinion articles are really hard to come
by.
That’s because many people misunderstand
the true purpose and value of an opinion article. Of course,
it’s
about building credibility by demonstrating industry understanding
and expertise. But there’s plenty of other collateral
you can use to do that.
The whole point of creating an opinion
article is to present yourself as a thought leader – be
it in the press or your own marketing publications. That
means you’ve not only
got to speak with authority, but you’ve got to
present a genuinely new or innovative angle on a given
subject.
In short, you’ve got to have an opinion.
The problem is
that many articles lack exactly that. Some discuss two sides
of a salient issue, but don’t favour one argument
over the other. The authors choose to sit on the fence.
Others waffle on about facts and figures without really
drawing any conclusions. Many people seem to be afraid to
place their heads above the parapet and actually put a subjective
slant on the findings. To make a point. To set out an argument.
Quite simply, today most ‘opinion’ articles
fail to state an opinion. And that’s exactly why
they fail.
It’s all
in the structure
Opinion pieces can be discursive
or short and punchy (like our ‘opinion’ above).
But what they all share in common is a single
thread. And a logical structure.
The argument should be
a clear set of points that build up – paragraph
by paragraph – to the persuasive point
you’re trying
to make. And, if nothing else, it is that
single point that the reader should remember
when
he or she gets to the end.
For an example,
take another look at the section above: ‘The
problem with opinion articles’.
Opinion article writing services from Writing
Machine
Writing Machine writes opinion articles
to be placed directly in the press as
part of a press relations campaign, or as part
of our
newsletter and magazine
services.
Following a probing interview,
we construct logical, persuasive articles to position
companies as
true thought leaders – whether
across an entire industry or simply
in a particular niche market.
But
as well as being dedicated to the opinion itself, we also
take a broader look at how the article fits with the overall
marketing messages of your company as well as current ideas
in your industry. What’s more, we consider your target
audience so that your argument is articulated in the most
effective way possible.
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