In blog posts, as in every other type of articles, there needs to be an arc that carries the reader from introduction to conclusion. The ending reminds the reader of the gist of the ideas contained in the previous text, and plants useful cues for further thinking or action. In fact, deficiencies in endings are one of the marks of a mature writer; look at the essays of young children, and you will find ideas trailing off at the bottom of the page, or trivial irrelevancies shoved in at the end, or abrupt, “so there” sorts of closings, to name just a handful of mistakes.
Unfortunately, all too often, many writers with chronological maturity display these amateur failings. Especially since blogging often has a marketing component, whereby the reader is being encouraged to do, feel, or purchase something, the ending of a blog post needs to be just as compelling and engaging as the lead-in. Here are some thoughts on avoiding such weaknesses.
1. Keep your thesis or central idea firmly in mind:
Blogging is not substantially different from academic writing in that there needs to be a core idea or message supported by the entire piece of work. One way to make sure that your ending does not get too disconnected from your (hopefully powerful) opening paragraph is to have it visible at all times. You could actually hand-write the assignment instructions or your intro sentence on a sticky note and post it on your computer’s display monitor, or have a second screen open that includes nothing else but these key thoughts. This way, you will be able to check back frequently to be sure that you are remaining on track as you round out your ending. You could also copy your opening paragraph down at the end of the document and use it as your model for producing the conclusion.
2. be innovative in expressing your central idea:
One advantage of keeping the words of your inception and/or your assignment in front of you is that this allows you to maintain the theme and create the variations that will make the ending exciting. With your initial articulation of your main point right where you can see it, you are less likely simply to produce a mindless restatement of your first paragraph simply through oversight and forgetting what you said initially.