Identify the purpose Inform the reader Have a persuasive point
Keep the reader entertained (humor, interesting facts, make them want to keep reading)
identify the audience and speak in their language be clear who the column is written for keep a steady tone if the column is serious then avoid humor or sarcasm
speak to the readers in a consistent manner stay on topic remain focused on the theme and what you want the reader to get out of the column
structure/organization
get to the point no need for fluff grammar beginning/intro
introduce the problem middle
give why it’s a problem
give reasons why the problem needs to be fixed conclusion
“a call to arms” – give the reason why the readers should care
give a reason why something should be done
short paragraphs-‐ to keep the reader interested get to the point columns aren’t very long art of persuasion themes repetition of certain words to get the reader to remember what you want Style, tone, voice Opinion column are the writers