Revising title, introduction, and conclusion
Readers remember the first and last parts of a piece of writing better than anything else. Pay careful attention to these three important elements.
A good title gives readers information, draws them into the piece of writing, and may even indicate the writer’s view of the topic. The title of Emily Lesk’s draft, “All-Powerful Coke,” did not provide the link Emily wanted to establish between Coca-Cola and American identity. During the review process, she titled her new draft “Red, White, and Everywhere.” This title piques readers’ curiosity while conveying something about the American identity and global reach of the advertising campaign she discusses.
A good introduction—which may consist of one or several paragraphs—accomplishes two important tasks: first, it attracts readers’ interest, and, second, it presents the topic and makes some comment on it. It may contain a strong lead, or hook, and often an explicit thesis as well. Writers can begin an introduction effectively with a vivid statement of the problem or with an intriguing quotation, an anecdote, a question, or a strong opinion. The rest of the introduction then moves from this beginning to a presentation of the topic and the thesis.
An effective conclusion leaves readers satisfied that a full discussion has taken place. Many conclusions begin with a restatement of the thesis and end with more general statements that grow out of it: this pattern reverses the common general-to-specific pattern of the introduction. Writers also use other approaches to conclude effectively, including a provocative question, a quotation, a vivid image, a call for action, or a warning.