The conclusion of a piece of writing determines what will stay with your reader. It should be both logical and memorable. For businesses, the conclusion is your final chance to communicate your “call to action”–what it is you want the reader to do.
This is no place to throw in a new point or bring up additional minor details. Your conclusion should reinforce your overall message, tie everything together and make sure your readers know what they should do next.
Here are five effective strategies you can choose from when writing a conclusion. (See my previous post for introductory techniques to capture readers’ attention).
1. Refer back to your introduction.
That does not mean simply repeating the opening lines. Instead, allude to the content and draw the connection for your readers.
2. Conclude with a relevant, thought-provoking quotation.
This is a favourite journalistic technique, where a quote from someone interviewed in the story ties everything together.
3. Ask a rhetorical question.
The question should be asked to emphasize a point, not to elicit an answer or get your reader thinking about new directions. Stay on topic.
4. Issue a challenge.
This technique lends itself most directly to restating your call to action. “Get started now!”
5. Highlight the value or significance of your subject.
If your reader has made it to the end of your email, they’re likely on-board with your message. Seal the deal by showing the importance of your product or services one more time.
There are still other techniques you can use to conclude effectively: offer a solution, make a predication, or share an anecdote that illustrates your message. Whatever strategy you choose, it’s important to draw your ideas together and leave your reader with a sense of what you provide and why they should do business with you.