How does copywriter write professional opinions?

What is a professional opinion in copywriting?

It’s not just “what you feel.” It’s a backed up, experience informed perspective on something that affects your client’s or audience’s goals. It could be:

• Why short form content is underperforming

• Why your brand needs a tone of voice guide

• Why AI generated content won’t replace human nuance in Kenya

It’s expert insight with proof not just vibes.

1. Know who you’re talking to

This isn’t just about demographics, it’s about energy. Are you writing for a Nairobi-based marketing executive trying to prove ROI? A startup founder in Nakuru looking to build visibility? A business mama in Eldoret who’s still new to digital strategy? Knowing this changes everything. Professional opinions should be contextual, not copy pasted from Western blogs that don’t reflect our market reality.

2. Use authority, not arrogance

Your tone should say I’ve been there, I’ve tested this, and here’s what works. It should not be I know better than you. Use phrases like:

• “In my experience working with Kenyan SMEs…”

• “What I’ve seen with most local ecommerce brands is…”

• “One mistake I often notice is…”

It softens the opinion but still signals authority.

3. Back it up with examples

Want to sound professional? Show, don’t just tell. Instead of saying: “Short form isn’t working anymore.” Say something like:

“We ran a campaign for a Kisumu based food delivery app and short Instagram captions were getting scrolled past. But once we added storytelling and humor, engagement tripled.”

Numbers. Stories. Kenyan relevance. That’s your power combo.

4. Balance boldness with clarity

It’s okay to be bold in fact, your audience needs that, but bold doesn’t mean brash. It means clear. Don’t say: “Brands that use AI tools are lazy.” Instead: “AI tools are powerful, but when brands rely solely on them without human editing, the soul of the message is lost.” See the difference? Same opinion. One invites thought. The other provokes defensiveness.

5. Keep it local, keep it real

Professional opinions that are too abstract will get tuned out. So when you can, localize the context:

• Talk about Kenyan consumer behavior

• Mention specific industries here (e.g., agriculture, ed-tech, matatu advertising!)

• Reference platforms your audience actually uses (Instagram, WhatsApp, Jiji, Tiktok)

Your opinion should feel relevant, not recycled.

As a copywriter, you’re not just a wordsmith. You’re a strategist. A brand voice amplifier. Your opinions shape the content your clients publish, the values they express, and the audiences they attract. So yes — your opinion matters. But how you say it? That’s where the craft lives. Be bold, but kind. Be confident, but curious. Be informative, not intimidating. And always write like a human.