Readers remember the first and last parts of a piece of writing better than anything else. For this reason, it is wise to pay careful attention to three important elements—the title, the introduction, and the conclusion.

Revising the title

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 and suggests that the familiar “red, white, and blue” would be linked to something that is everywhere.

Revising the introduction

A good introduction accomplishes two important tasks: first, it attracts readers’ interest, and, second, it presents the topic and makes some comment on it. It contains, in other words, a strong lead, or hook, and often an explicit thesis as well. Many introductions open with a general statement about the topic and then go into more detail, leading up to a specific thesis at the end. A writer can also begin an introduction effectively with a vivid statement of the problem that led to the thesis 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. (For more on introductions, see 5g.)

In many cases, especially when a writer begins with a quotation or an anecdote, the introduction consists of two or three paragraphs: the first provides the hook, while the next paragraph or two explain the significance of the hook. Emily Lesk used this pattern in her introduction. Her first paragraph contains such a hook, which is followed by a two-paragraph narrative anecdote about a trip to Israel that links Coca-Cola advertising and Americans’ sense of identifying with the product. After considering the responses of her peers and analyzing her opening, Emily decided that the introduction took too long to get to the point and that it didn’t lead to a clearly articulated thesis. She decided to shorten the introduction and to make her thesis more explicit and detailed.

Revising the conclusion

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.

Emily Lesk’s draft features a two-paragraph conclusion emphasizing the main point of her essay, that the Coke logo now represents America, but it then goes on to discuss the impact of such advertising in other countries, such as Kenya. On reflection, however, Emily decided to cut the paragraph on Kenya because it didn’t really draw her essay to a close but rather went off in a different direction. (For more on conclusions, see 5g.)

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