Standing Out in the End

Techniques For Crafting Impactful Endings

In the Beginning

It’s no secret that readers need to quickly see what’s in it for them. Even I, before learning to write, had heard the classic, “don’t bury the lede.” It’s a phrase originating from the 1970s in American journalism reminding writers to front load their pieces with their most important points. But what does that mean for the end? 

Endings can also make or break an article or blog post. Author and teacher William Zinsser in his influential book, On Writing Well, says, “You should give as much thought to choosing your last sentence as you did to your first.” 

Bring more creativity and authenticity to your endings by trying these techniques. They will engage and encourage your readers, and hopefully, keep them coming back.

Synthesize Don’t Summarize

Resist the urge to wrap things up with a basic summary. A summary is essentially a recap, restating what the reader has already read. It lacks depth and critical thinking, so instead, dig deeper and synthesize.

Synthesizing provides nuance. It pushes the ending further, making your piece more insightful. When you synthesize, you put ideas into your own words, revealing new points of view. This shows an evolved understanding of your topic, giving your reader something to consider long after they’ve left.

Ending with a Question

If you’re looking to boost engagement and create connections, try leaving readers with a question. Ending with a question encourages your reader to pause for reflection, inviting them to further connect with your subject and viewpoints.

Ask open-ended questions instead of simple yes or no ones to be more conversational, human, and to create a dialogue. A thought-provoking question can get readers interacting with your content and each other, helping build your audience. 

A Quote as a Leave Behind

A strong last sentence lets the reader know they’ve reached the end, and Zinsser says that doing so with a quote is often the most effective technique. A well-chosen quote not only brings completeness, but it also reinforces your points of view, maybe better than you could yourself. It can also evoke emotion and leave readers with something memorable. 

Stop When You’re Ready to Stop

Putting all the emphasis on the beginning and giving away the most critical information up front leads to lackluster resolutions. Writer Nick Kolakowski, in his Medium article, agrees that a well-crafted ending can leave a lasting impact on your reader. Maybe even more so than any other part of your article. 

Bringing it back to Zinsser, he says, “The positive reason for ending well is that a good last sentence—or last paragraph—is a joy in itself. It gives the reader a lift, and it lingers when the article is over.”

The rest is up to you. How will you approach your next conclusion?