For small business owners and startup founders, having an opinion piece published in a well-known publication can be a great way to establish yourself as a thought leader in your field, to get your name in front of more people, and – perhaps most importantly – to showcase your values and what you and your business stand for.
Many editors welcome op-eds and contributed pieces, as long as they’re well-written and relevant to their readership.
You could have strong feelings on a new trend, or something that’s been in the news. Or you could have views that have led you to an unusual business decision that you want to share.
Once you’ve crafted your perfect piece (check our guide to write a op-ed to stand out for small and starting businesses), you’re now ready to pitch it to the media, there are a nine things to consider 👇
Subject line
As ever, the subject line is one of the most important parts of your pitch, and probably the hardest to get right.
In this instance, it should clearly state that this is an op-ed opportunity, and offer some idea of what the piece is about – usually the opinion or discussion point. The subject line should be brief but enticing, intriguing but with enough information that the journo knows what to expect.
This is more of an art than a science, and can take some practice. So try looking through your own inbox, taking note of what grabs your attention and what you scroll on by
Who are you approaching?
A note on exclusivity: non-negotiable for op-eds
Who are you aka why your opinion matters?
What is your opinion? Spoiler alert: it shouldn't be promotion!
Your op-ed
What to include
Tone of voice
What to do next
Ezy Template to writing and pitching your an oped
Checkout EzyCom's Open Source Frameworks library to writing and pitching your OPED
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And your guide to writing an OPED here
Example 1: Op-ed not yet written - linked bio
Subject line: Opinion piece: Why we need to stop focusing on ‘innovation’ in tech
Hi Jamie,
My name is Armita and I’m co-founder and CEO of Crinkle, an AI-for-storytelling startup.
I saw that you occasionally accept opinion pieces from founders on Business101. I would like to offer you a piece on the tech sector’s obsession with ‘innovation’, and why I believe it’s an overrated word that has lost all meaning.
All startups want to foster a culture of innovation, encouraging creativity, ideas and agility. However it has become such a buzzword that people forget about the grunt work that goes into building a viable business.
Many of the practical parts of building a business are boring, labour-intensive and repetitive – that’s something founders don’t talk about, and it’s creating unnecessary pressure and unrealistic expectations on staff members.
If you’re interested, I can deliver the piece first thing tomorrow morning. What is your preferred word count?
This article is of course exclusive to Business101 at this time.
You can read more about Crinkle here, and I have attached a folder of images of myself and my co-founders. You can find more information about me, and a short bio, here.
Thanks very much,
Armita Visram
Example 2: Written op-ed + bio in the email
Subject line: Op-ed – Why I offered Valentine’s bonuses to all my single employees
Hi Sanaa,
Miles here from CLICKIT, a computer parts retailer based in Brisbane.
I know you often publish opinion pieces from small business owners, and would like to offer an article on why at CLICKIT we decided to celebrate Valentine’s Day by offering bonuses to all single employees.
Valentine’s can be a difficult time for singletons, and with so many of the other holidays focused around family, I felt it was important to show some extra love to those who might be feeling lonely come February 14.
Some of my employees will be met at home with flowers, chocolates and a romantic meal. The others can use some extra cash to spend on a takeaway, or spending time with friends.
There is a serious issue at hand here, with calls to mental health support numbers proven to spike around Valentine’s Day. I hope these bonuses can also start a discussion around supporting those who need it.
I have attached the op-ed for you here. I’m happy to make any edits or revisions you might suggest – feel free to give me a call to discuss on XXXX.
You can read more about CLICKIT here, and find some stats on use of mental health services here.
I have also attached some images of myself, the store and the team, and you can find a short bio below.
With kind regards,
Miles
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Bio:
Miles Grint is the owner and managing director of CLICKIT, an independent computer parts store in Brisbane. He is a serial entrepreneur who previously built a chain of successful sandwich shops, which he sold in 2012 for $9 million.
Miles is also an angel investor and mentor, and a fellow at the Brisbane institute of business.
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