Endings that move the reader to do something—not just read.
The ending is the moment that matters. Everything before it was preparation; the call to action is the ask. A weak ending wastes all the goodwill you've built. A strong ending channels emotion into motion—it tells readers exactly what to do and makes doing it feel natural, urgent, and right.
People need direction. Even when they're convinced, they often don't act because they're unsure what to do next. A clear call to action removes that friction. It also creates commitment: when someone takes a small action, they become more likely to take larger ones. The call to action is where persuasion becomes behavior.
Be specific: 'Click here to start your free trial' not 'Learn more'
Create urgency without being manipulative: give real reasons to act now
Remove friction: make the action as easy as possible
Match the ask to the commitment level you've earned
End with confidence—your call to action should feel like the natural next step, not a desperate plea
Vague calls to action ('think about it')
Asking too much too soon (big commitment before trust is built)
Multiple calls to action that confuse (pick one)
Weak endings that trail off instead of driving forward
Good Example
"It's been a long time coming, but tonight, because of what we did on this day, in this election, at this defining moment, change has come to America."
Weak Example
"Tonight we achieved an important victory that will lead to positive changes."
Why the difference matters:
Obama's version uses specificity ('this day, in this election, at this defining moment') and rhythm to create a sense of historical inevitability. The ending drives home the message with 'change has come'—definitive and active.
Chapter 10: Call to Action
Endings that move the reader to do something — not just read.
Persuasion (AIDA)
Use Attention, Interest, Desire, Action to lead readers to conversion.
Repetition
How repeating a phrase builds momentum and memory.
Reading about techniques isn't enough. Practice typing passages that demonstrate call to action to build muscle memory for great writing.
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