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Start strong, finish strong. The great thing about finishing strong is that how you end a sales letter, meeting, or any other encounter is what sticks in people’s minds. A strong finish gives your audience what it needs to move forward. You may not start out strong, but if you gather strength as you go, you begin to acquire allies. And if you top that off with a strong finish, you win.
The inspiration for this post is an email from Ivan Levison, whose direct mail wisdom pops into my inbox about once every month. In his message, Mr. Levison gently berates writers for “flabby, weak” endings that leave readers with no incentive to take action. As an example, he cites the final paragraph of a software upgrade letter that falls flatter than half a pancake discussing shipping and handling, referencing the company’s license and warranty policy, and stopping right there.
What you want to do is show that you understand your value proposition and “make it shine in the final paragraph.” If you’re floundering and feeling utterly uninspired, you may need to take a strategic time out—though Mr. Levison doesn’t prescribe this—and let your brain free associate. (I always find that a walk around the block helps.) When you resume your task, something will likely have shaken loose and you’ll be able to go on.
When I was in Toastmasters, I noticed very quickly that those who did best in the contests had not only practiced but also wrapped up their presentations with a call to action.
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