Do you have trouble with how to end your blog posts in a memorable way that leaves a final impression on your readers? How can you write better endings, and why is paying attention to your ending important?
Just as the first few sentences of your blog post, or your lead, are your first impression on your audience, your last few sentences are your last impression. You want your readers to finish your post and say to themselves, “Well, that was interesting. I’m glad I read that!”
Effective conclusions serve four main purposes:
- They summarize your blog post.
- They re-emphasize your main idea in a memorable way.
- They motivate your audience to respond.
- They provide closure.
But how do you end a blog post? Do you just stop writing, or is there more you can do to make your conclusion stand out?
Several techniques can make your conclusion more effective. You can use some of the same methods you used in the lead. For more information on leads, see my previous post. You can refer back to your lead, which ties together the beginning and end. You might finish a story, answer a question you posed in the intro, or recall a startling fact or statistic. You can also use the conclusion as a chance to give a dramatic inspirational appeal or challenge.
There are six types of conclusions you can use to end your blog posts.
- Summary ending: This conclusion grows from the story that has come before it. It summarizes the essence of your topic.
- Circular organization: This unifies your post by bringing the reader back around to the lead. It uses the same idea, phrase, question, statement or description in both the lead and the ending to give the story or blog post unity.
- Describe the current action: If you’re writing about a current event or issue, tell what’s now being done. Leave the reader with a sense of where this topic or issue is now.
- Describe future action: Talk about what may be done in the future. Answer the question: Where is this issue or topic headed next?
- Surprise ending: This conclusion uses a startling fact or statement at the end to surprise the reader. It’s a good way to end your post with a bit of a twist.
- Reader action: You can end your post by asking the audience what they propose to do about the topic. You can also give them a call to action and tell them what you want them to do.
If you feel like your endings aren’t as strong as they could be, these tips should help you leave that final impression on your reader. With the four main purposes of a conclusion described here, and the six ways you can end a blog post, I hope you have a better sense of why your conclusion is just as important as the beginning of your blog post. If you don’t want your reader to walk away saying, “Why did I just read that?”, make your endings sound polished and professional.
Readers, how do you end your blog posts? Do you think the conclusion is important? Let us know in the comments.