The end of your article can be the difference between a mediocre piece and a stellar one. The right conclusion can have a significant impact on your conversion rates, which is why it’s important to write a strong conclusion for every article.
Whether you’re writing a blog post, an op-ed or a long-form essay, there are several ways to conclude your content. Some of these methods are more effective than others, so you should experiment with them to find the best fit for your particular piece.
Start With Your Ideal Reader
As you write, make sure you think about your target audience – not a large, disjointed crowd that’s scattered around the world, but a single person. Give her a name, an age, and an occupation, and then envision her face as she reads your article.
Imagine her as a friend or family member who’s invested in your subject matter. This makes her more likely to remember and share your work.
Write Your Ending with a Question for Your Audience
In your final sentence, ask your reader for an action they can take to help solve the problem you’ve discussed in the piece. It’s a great way to tie your entire piece together and give your reader something meaningful to do after reading.
Use Pithy Quotes to Close Your Article
Using quotes from a well-known authority can be a powerful way to close your article. The key is to pick a quote that supports your thesis and doesn’t overstep the boundaries of the piece.
You can also write an eloquent statement about why the point you’ve made matters and how your readers will benefit from following it. You can even ask a question for your audience, such as “How can you take this advice and apply it to your own situation?”
Personal Stories
An article about adoption could end with a story about a young mother who placed her child for adoption. This is an intimate and personal experience that Jane Reader will be touched by, and it’s a great way to bring the whole article to a satisfying conclusion.
A challenge is a great way to engage your audience in your message and make it easier for them to finish the piece. For example, a writer might encourage her readers to try a new workout routine or complete a specific project they’ve been putting off.
It’s also an easy way to make your articles seem more entertaining, especially if you include facts or statistics at the end of your piece. A great way to end your article with a challenge is to offer a small reward for taking the initiative.
Keep it Short and Simple
A shorter piece of copy is more engaging, faster, and less intimidating for your reader. And shorter copy has been shown to increase conversions, so you should always strive to cut your copy down to the bone in order to save time and boost your bottom line.
