Three ways to write a great op-ed lead

Your op-ed could have incredible analysis, a convincing argument and engaging writing, but it won’t mean a thing if your reader doesn’t continue past the first few sentences.

To keep your reader, you need a compelling lead.

The lead—also called the hook or introduction—is the beginning of your piece. Its function is to convince your reader it’s worth it to keep going. Think of it as a splash of cold water in their face, a signal that they should pay attention or risk missing out. 

There’s no exact recipe for how to accomplish this task. But it must be done, and done well, if you want to be a successful op-ed writer.

Because introductions are so difficult to write, it can be helpful to follow a model. Here are three prototypes I’ve found most effective and easy to use as an op-ed editor and writer.

Prototype 1: Personal story

Humans are naturally drawn to stories—think of the difference between watching The Sopranos and reading a Wikipedia summary of it. The best stories are ones that make us anxious to find out what happens next. 

If you can evoke that emotion in your reader, they’re going to finish your opinion piece.

Your story can be something you experienced personally or something you heard about secondhand. The former is better, if you have a choice between the two.

Your lead anecdote should be interesting, but it doesn’t need to blow anyone’s mind. You’re not writing the script to an action movie; you’re signaling to the reader that they’re about to read a fascinating article. 

One way to start your story is in the middle of an active moment. I’d be much more interested in reading a piece that starts with, “I grabbed the ledge to stop myself from sliding more rapidly down the mountain,” than, “I looked down from the summit and realized the descent would be steep.” Describe your emotions and thoughts. Your objective is to put the reader in your shoes at this moment in time.

Another good way to open is with a quote. That quote should be some combination of surprising, exciting, funny or curious. It should lead into a description of a scene the reader will be interested in.

You don’t need much background. Once you’ve written the first line or two, zoom out and offer some brief context. You don’t want to lose the reader describing a situation that doesn’t seem relevant. But you also don’t want to lose them with a long and boring explanation of what’s going on. Think about how the best pieces of art introduce the plot and characters naturally as the story unfolds—do that.

The anecdote should have an easily traceable connection to your central argument, which is coming next in the op-ed. It might be a window into how you arrived at a core belief or perspective. It might establish your credibility ahead of the controversial argument you’re going to make. Maybe it helps illustrate a problem you’re going to offer a solution to.

Just make sure it’s clear to your reader why you’ve written the anecdote. Otherwise, you’ll come across as aimless or confusing.

Prototype 2: Facts!

Incorporating facts and figures into a lead instantly makes it more engaging for readers. It also makes it more enticing to editors, who are looking for an indication that you’re really an expert in this topic. Don’t just tell me supply chains are in crisis; tell me how many ships are clogging up the Port of Los Angeles!

Bringing data shows you’ve done your homework. And if that data is proprietary to you or your organization, that’s even better, as it demonstrates you can offer something new to the conversation.

As with the personal anecdote prototype, there’s no need to provide information that shocks the reader. The point is to give enough data to create an emotional or curious response, which will spur them to read on. 

Make this information easy to digest. Rattling off a list of statistics will make any reader’s eyes glaze over. Pick out a few interesting figures and feature them. And make sure to give them proper context.

Prototype 3: Make an eye-catching statement

Imagine you’re writing about a flaw within a new type of cryptocurrency that the general public needs to know about. Would you start by telling readers, “There’s a cryptocurrency that was recently developed, and its underlying security structure is unsound.”? 

Snooze! 

You should instead begin with something like, “The new crypto coin on the market has a very good chance of tanking your 401(k).” Oh, really? Tell me more!

Of course, your statement has to be true. But being honest doesn’t mean you can’t shake things up a bit. Have fun with it!

Many inexperienced op-ed writers are uncomfortable saying things that might ruffle feathers. They think it might have a negative impact on their personal reputation or that of their employer. 

To be sure, in certain situations, or if they say certain things, this may be true. But most of the time, such fears are unfounded. If you browse the websites of your target publications, you’ll immediately find articles making contentions just as, if not more, provocative than yours. Remember: You’ll be among those once your piece is published, and it won’t stick out nearly as much as you fear.

Don’t be afraid of your shadow. Instead of worrying about the potential downsides of your op-ed, think about the upsides! Getting an commentary published in a major media outlet will be a huge boost to your personal reputation and brand. If you keep that top of mind, you’ll be motivated to write an awesome opinion article.