Guest post by: Jacqueline Kanusu
When writing a blog post, coming up with a captivating introduction can be quite a challenge. But the drumming up of a gripping closing can prove nerve-racking.
Thus, with a view that the subject matter of their write-up is satisfactory enough to exclude a grand finale, many bloggers fail to include an interesting ending.
The introduction and closing of your piece are equally essential. Consequently, a lukewarm conclusion discourages your readers from extending their interest, therefore robbing yourself the opportunity for them to participate by:
- Sharing your post
- Leaving a comment
- Subscribing to your blog
- Converting into a lead
- Signing up for a free trial or demo
- Consuming more content
When time is of the essence and you need to come up with a quick end, try these 5 simple methods:
1: Reword the conclusion
Reword the conclusion from the introduction in a way that your readers will be enthralled by your ending.
Or with bullet points, summarise your main points.
Introduction: “The size of your bed means different comfort levels.”
Conclusion: “The kind of comfort you desire lays in the bed size you choose.”
2: Conclude with something to make them think
With this one, your aim is to cause the transcendence of the reader’s mind from merely absorbing the rhetoric, to unlocking a limitless well of likelihoods.
An effective use of this ensures that the reader is left with a spec of the narrative that could open a window for another blog completely.
Now, readers subscribe to your blog because of the content they consume and it is your responsibility to entice them with tit bits of what is to come. In directing their gaze to the horizon, they will anticipate and most gladly wait for an email notification when you post it.
Introduction: “Many writers do not understand the value of a powerful blog post introduction.”
Conclusion: “So. How to end this all with a big bang? Well, that’s another blog post for a whole other time…”
3: What say you?
Although it is a good idea to end a blog post by engaging readers with their inclusions, it is also advisable that one desists from making this a common occurrence.
Comments should be welcomed but one should leave this approach for when it is necessary, in most cases, when the topic covered is arguable or one has not covered all the relevant material regarding it.
Introduction: “In this blog post, we’ll be looking at how grammar changes the meaning of certain sentences.”
Conclusion: “Am I missing anything here? Let me know in the comments!”
4: Get readers to take action
Blogging conventions prescribe that one’s conclusion should include a call-to-action; a way to get readers to do what you want them to do.
You can do a write-up that concludes with a step into the action you would wish your readers to embrace, by including extra ideas and finally merging your call to action into your subject matter.
In this aspect, the readers are attuned to the direction you would wish them to take.
Introduction: “What are some of the ways the best webinar hosts grab their participants’ attention?”
Conclusion: “We’ve seen how experts get and keep attention in webinars. Learn more about successful webinars by clicking here.”
5: Conclude to inspire
If you can recall the last time you sat and listened to a speaker; and as they drew close to the finale, you felt the utmost feeling of euphoria and it took you a few moments to clap your hands in applause, not out of anything else but utter conviction in what they were saying.
Most, if not all motivational speeches end with climax giving the audience reason to applause.
In the same sense, one needs to motivate readers, giving them a reason to applause in the form of sharing and commenting on blog posts. Elate their senses, prompting them to respond.
Example (this one’s from Anne Handley):
Introduction: “When a franchise like 50 Shades of Grey enjoys crazy success, is it a signal that content doesn’t have to be good to be crazy-successful?”
Conclusion: “So do the reading [about 50 Shades of Grey and its terrible writing]. Then ask your boss: We can do better than this crap, can’t we? Oh crap, she’ll murmur. Oh, my… Yes, we must. Because we can.”
The closing in your blog post is the final offering to your readers before they exit and if it’s captivating, can sway them to continue reading elsewhere on your site.
Which of course, is the point. It can also get them to do what you want them to do.
Any blog post can be optimised just by inserting a good ending.