Now that you’ve arrested your reader’s attention with a clear, concise and compelling headline, this opening sentence expands on it with an opening hook line.
The next one or more sentences make up the rest of this introduction section, the purpose of which is to connect with your reader on their level so they feel there’s something in this for them. This feeling leads to a rapport between you and them. This relatedness inspires enough trust in them to give of their precious time to read on.
In other words, you have earned their permission for you to keep talking.
This transition sentence (or ‘metabasis’ in rhetoric) sums up what has been said in the above introduction section and sets up what will be said in the substantiation section that follows, guiding the story (and reader) forward smoothly, logically and conversationally.
Your reader is now sufficiently engaged to read the following sentences, substantiating your claim or promise or offer or idea.
Each of these substantiation sentences presents a feature of the subject (quality, capacity, worth) and its benefit (meaning, value, interest) to the reader.
These sentences are arranged in narrative logic — either as cause and effect, sequential (first, second, third) or in order of importance.
If the substantiation includes bullet points, the same narrative logic and feature-benefit principles apply, and each point should:
And avoid leaving the bullet points hanging mid-air by grounding it with a summary sentence or the transition sentence.
This final transition sentence sums up what has been said in the substantiation section and sets up what will be said in the conclusion section, guiding the story (and reader) toward the wrap-up smoothly, logically and conversationally.
This is the conclusion section, and it’s purpose is to help your reader see why all your analysis, information or argument should matter to them after they exit your story.
You can use one of six strategies or a combination of these:
Just as the first impression counts, so too is the case with the last impression. The introduction and the conclusion frame your story and provide a bridge for your reader to enter (with great interest) and exit (with an impression that lingers on).