How to write an award-winning
editorial
A panel of experts
shares advice on the topic.
By Lisa McTigue Pierce
Editor-in-Chief, Food & Drug Packaging
President, Chicago Chapter ASBPE
The editor's column should be written to serve the magazine's
readers, not to win awards. That said, some of the best editorials
- award-winning editorials! - have followed this simple four-step
recipe:
- Identify and research an important, timely industry issue.
- Discuss the arguments from various sides.
- Express your opinion to help resolve the issue.
- Ask readers to take positive action.
Recently, members of the Chicago ASBPE chapter gathered to
discuss the dos and don'ts of writing award-winning editorials.
Panelists were:
- Chuck Boyles, Editor, Pumping Technologies
- Kirk Landers, Editor, Construction Equipment
- Bob Sperber, Editor, Software Strategies
Advice and comments also came long distance from Doug Condra,
Editorial Director, Newport Communications, through an earlier
telephone interview.
Nearly all business-to-business magazines publish an editorial.
Why?
"The editorial is the most highly differentiated piece
in the publication," said Bob Sperber. It's what separates
you most distinctly from your competitors."
Ultimately it creates an image with readers, as well as with
advertisers. (It also sets up a valuable ad position that your
sales department can sell.)
Well-written columns build rapport and credibility with your
readers. Editors do - and should - assume a leadership role
within their industry, and the editorial page lets them demonstrate
their authority, knowledge and passion for the business.
Is Your Subject Important?
To start, identify the critical issues by being involved in
your industry.
Doug Condra says, "Know the key players, read, talk to
a lot of people." Get out to trade shows, seminars, plant
visits. Listen to what your readers and advertisers are talking
about. Ask questions.
Show Your Research
Then, once you have a topic in mind, do your homework. Research
the different sides and present the information in a way that
supports your position. (This is your opinion after all.)
If the issue is a difficult one to resolve, offer readers your
opinion and some advice. Give readers direction. Perhaps ask
for compromises to be made.
Tell Your Readers How
"Get your readers involved," Condra continues. "Tell
them how, down to giving them an address or phone number."
This makes it easy for them to take action.
Tip: As a companion to your editorial column,
publish letters to the editor. You may get some lively and worthwhile
discussions going.
The style of writing should be straightforward and simple,
more informal than formal . . . chatty. "It's like a good
speech," Condra says. "You might even want to start
with a joke. Humor is a great tool to get people to start reading,
and keep them reading until the end." He warns, though,
to make sure you know your readers so you know what kind of
humor is appropriate.
Kirk Landers agrees that your personality should be evident.
"Don't hold back," he says. "Be colorful. People
will warm to you and you may imPublication a judge or two."
A sure way to alienate judges, though, is an editorial column
that's abundant with acronyms or abbreviations that only "insiders"
will understand. But this members-only language can backfire
even with industry veterans. Chuck Boyles cautions, "Using
acronyms can alienate many potential readers - especially your
new readers." When in doubt, spell it out.
Did Your Readers Respond?
Okay. You've written 12 months of great copy. How do you pick
which editorial(s) to submit for a competition? The answer from
the speakers was unanimous, "Submit editorials that have
received a lot of response from readers."
Dos and Don'ts for an award-winning
editorial
DO advocate change if you think it's necessary
in your industry.
DON'T use acronyms or abbreviations without
explaining them.
DO publish a photo of the editor. Tip:
Take several different poses in different clothes and alternate
the photo you use each time. Let your personality show!
DON'T write an editorial that is nothing more
than a glorified contents page, talking only about stories in
the magazine.
DO include evidence or research to prove your
opinion, if available.
DON'T be reckless in writing your editorial.
You could lose credibility. Make sure you research and think
your points through before taking a position.
DO acknowledge errors in future issues to
rebuild your credibility with readers.
DON'T be afraid to inject your personality
in the writing.
DO stimulate thought and inform.
DON'T think that readers must always agree
with you. Invite their comments.
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