4 essential elements for a persuasive op-ed

When it comes to op-eds, writing is the easy part; it’s the other stuff that’s hard.

Perhaps the hardest part is what must be accomplished before ever setting pen to paper. For example, it’s one thing to have a great idea; it’s another to convey that passion with precision.

So, the next time someone asks for help with an op-ed, take a step back and first address the following four issues. (If you’re feline-friendly, you can remember this formula as “CATS.”)

1. Credibility

Here’s a hard truth: Fandom does not equal expertise.

I might love my Tesla, but if I want to opine about the Model 3, then I must demonstrate some kind of credibility about cars. After all, opinion without experience is already endlessly available on social media.

Check out the bylines in the top op-ed pages and you’ll see that you’re competing against: CEOs talking about their industry and prime ministers talking about foreign relations. (Their positions may be pablum, but that’s another matter.)

Make sure you have the credentials to speak to your audience.

2. Argument