An “op-ed” gets its name from fact that it usually appears on page opposite from publication’s editorial page. Quite simply, an op-ed is a highly focused opinion piece that aims to stir reader’s emotions while presenting facts that support author’s point of view.

Be forewarned: Op-eds are not for timid. To write an effective op-ed, you must be willing to seize an issue and to take a strong stand. This is what separates experts from generalists.

If you are unwilling to give a strong opinion, and thus risk creating opponents to your ideas, then op-ed is not for you.

Keep this in mind: All great experts have opponents. It is by waging war on battlefield of ideas that experts become well known and, in some cases, revered.

With all that said, here’s PR Rainmaker’s five-step process for producing an attention-grabbing op-ed.

Step 1: Seize an issue.

Look for an issue that straddles line between public good and your self-interest. You must either be or become an expert on this issue. Don’t try to fake it. You’ll get caught and lose credibility with media and public.

Check and double-check your facts. Make certain you have knowledge, background and supporting data to qualify as an expert on this issue.

Seek an issue with a long shelf life. There’s little point to become a well-known expert on a problem that will be solved next year.

Step 2: Identify a significant problem.

Within context of your issue, search for a problem that clearly threatens general public or at least some large segment of that public.

Focus, focus, focus. Clearly identify problem, audience it affects and how you might go about solving it.

Step 3: Make a bold statement.

-- make $175,000 in one year teaching e-classes, -- drive one of my books to number one best-seller spot at Amazon, -- sell high-ticket, membership-only teleconferences, -- raise $50,000 in one day for e-consulting, -- make $2,000 in less than 12 hours selling an e-book I didn't write, -- make one man a millionaire (with just one email), and -- find love of my life.

So, what have I learned from how to sell by email?

1. Long copy sells. Anything sold with a short letter is either not going to sell or is going to lead people to a longer letter on a website.

2. Subject lines that are personal, curious or newsworthy work better than ones that convey a sales message. "From Joe" will get more people opening my email than "New software removes wrinkles while you sleep." (Well, THAT latter headline might work, but I just made it up.)

3. Margin width is more important than paragraph length. I keep my messages to 60 characters a line max. People are reading email on their phones and palmtops. The email needs to be visibly attractive on all screens to get read.