The Art of Ending Well and Leaving Your Readers Spellbound

Learn the secrets of writing closings that don't just end—they create a lasting impact

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You write the perfectly seductive title. Your lead is flawless, and your arguments are slick as a snail's trail. Now, it's just as important to craft a compelling closing. However, common mistakes can undermine the impact of your closing. Let's walk through typical pitfalls, why they matter, and how to avoid them. I always want to leave readers eager for more of my writing, don't you?

Common mistakes I see at the end of great stories

I want to tear my hair out when a writer stops telling their brilliant story (fiction or non-fiction) and rattles off a blandly generic summary of what I just finished reading. Summarizing can be helpful, but for heaven's sake, a good closing has to have some life and oomph.

Then there's the whoops factor. Even a good writer can get wrapped up in their process, slide into home base, and then remember a key point they meant to include. Whoopsie! Just chuck it into the closing as an aside…

STOP! That's a great way to confuse the reader while you dilute your main message and send clear signals that the piece is disorganized. Go back and edit the material into the story where it should be.

And one more mistake—a lame call to action. Yes, I know there is some controversy around spamming inauthentic CTAs, but never doubt that a solid, well-crafted one is essential. That's our golden opportunity to engage our readers and bring them along with us to the future. Encourage them to read more, comment, or take action, but do it well.

Here's an example from one of the most astute writers I know, James Bellerjeau, who writes A Fine Idea here on Substack:

I hope you’re not surprised by the inevitability of me asking you to read more of my stories. They’re almost never this dark.

(This CTA carried a link to his profile.)

What happens when we do these things

• Generic summaries or new information can cause readers to lose interest, feel overwhelmed, or fall asleep without bothering to see what else you are capable of.

• Tossing a new idea, willy-nilly where it shouldn't be, invites the reader to believe you're disorganized, really old, or haphazard.

• Failing to invite readers to cozy up with you results in them feeling abandoned and you feeling pretty lonely without an engaged audience. Work as diligently on the CTA as you do on the title.

The closing is your last chance to make an impact and treating it as an afterthought can undermine the entire article, even if your title, body, and image are perfect. It isn't over till it's compellingly over.

How to fix all of it

Instead of a bland summary, reinforce your key points by highlighting their significance and impact on the reader’s life or work. If you've been helped by the points you make, mention how those points brought you closer to your goals.

Stay organized and plan or outline your story before you begin putting it together. Readers are smart and astute—they know when you're faking it, and they spot chaos from a mile away.

Appeal to the reader's emotions by connecting your content to their experiences or aspirations. This creates a memorable and relatable ending. After all, good writing aims to solve a problem for the audience.

Write your closing as though it's every bit as important as the rest of the story. I see a lot of writers work carefully through an article, polishing to a brilliant shine and then falling off at the end. They slap together an ending that wouldn't pass muster in an 8th-grade essay.

Keep these ideas in mind as you close your story:

Engagement and emotional tugs

Clarity, organization, and focus

Reader experience

Reflection, connection, and action

When you apply these strategies, readers feel a lasting impression and think about the story after closing the page. They will be more likely to engage, remember your key messages, and take another step with you. That leads to higher reader retention, more shares, and a greater overall impact. So they come back as dependably as a caffeine fix on a Monday morning.

Tell me your personal closing strategies in the comments, okay?

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