REACHING THE FINISHING LINE
In previous blogs, I’ve mentioned the fact that many readers will just look at the start and end of an article to see if they are likely to be interested in it.
I’ve covered the different ways in which you can start an article or press release, but you also need to pay attention to the end. The approach you use should depend upon the type of material you’re writing.
For instance:
ARTICLES – Try and finish with a paragraph that sums up the subject matter of your article. Writers often talk about ‘signposting’ in relation to articles for magazines etc. You tell the reader what you’re going to say; you say it; and then you tell them what you’ve said. This all helps to reinforce the topic in question.
PRESS RELEASES – I often like to finish my press releases with a quote from the person whose product I’ve been writing about or from their customer (or both). This can again be a useful way of summarising some of the things that have already been said.
CASE STUDIES – The format of case studies varies, but often follows a typical formula of: Problem – Solution – Benefits. A good ending might be a quote from the customer saying what a difference the product has made, and how they will always use Blogg Widgets (or whoever!) again in the future.
ADVERTS – Adverts should almost always finish with a Call to Action – a telephone number to contact; a website to visit etc. Having attracted the reader’s attention, gained their interest and stimulated their desire for the product, you want them to do something about it!
So, having started your item, don’t forget to make sure you have a clear finishing line.
Happy writing!
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
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