Close the loop when writing copy.
When writing a blog post, article, email or any other type of copy, you must recognize the difference between an opened and closed loop. There are two main ideas when it comes to making a point in your writing. One is the opened loop, which means you reach your conclusion by building on ideas throughout the copy. Your “and so” statement leads to another “and so” until you build a case… The other option is using a closed loop. Closed loops are matter of fact. Think, “yes or no” answer.
Where the magic happens is when you reach the closed loop conclusion through the opened loop body,. You can build your argument to a summit, leaving it in a very matter of fact way – This creates the biggest impact for your readers and helps them appreciate your final message.
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