Your customers are interested in your opinions; that’s editorial content. But it must be backed by reasoned thought, some research, and consideration for what’s current and relevant to your customers.

Below are two examples of writing about a home decor subject in which I stated my opinion. Opinions may be backed up with facts and figures, with examples and links. Or they may be based solely on conjecture — what the author thinks, or feels.

If a writer states ‘blue is a depressing color’, there needs to be some research to substantiate what is presented as a fact. Yes, ‘depressing’ could be considered subjective, but there ARE clinical definitions of ‘depressing’.

But if the writer says ‘ Many of my clients feel that blue is a depressing color’, this can be bolstered with the addition of some substantiating examples…

“Many of my clients feel that blue is a depressing color. Living in a northern community, with six months of winter, they feel the lack of sunshine, which brings that glorious warming yellow into their homes, often causes mid-winter blues.  Blue rooms tend to be cooler in perceived temperature, so it may be advisable to stay away from blue rooms, particularly in north-facing bedrooms.” That is editorial content.

Your opinions affect how you decorate a room. If you feel that blue is depressing, you will probably avoid that color. If your opinion is that shabby chic is cluttered, you will probably avoid slouchy slipcovers.

It’s difficult to write engaging copy which your clients will look forward to reading without using some opinions. If you don’t, your copy will be as dry as a technical manual. — No ‘opinions’ there!

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