Why Your Ending Matters More Than You Think
When it comes to message design, the way you end is just as important—if not more—than how you begin. A strong conclusion doesn’t just close your talk or article; it reinforces your core message, drives action, and ensures that your ideas stick with your audience long after you’re done.
But here’s the problem: most people don’t know how to end powerfully. They just stop talking or writing, missing a critical opportunity to tie everything together. That’s where the Red Thread Storyline comes in—a simple yet powerful tool to ensure your message lands with maximum impact.
The Secret to Ending Strong: The Red Thread Storyline
Great message design follows a natural logic, what I call the Red Thread, that guides your audience from understanding to action. To create a conclusion that feels satisfying and persuasive, you need to recap this Red Thread, not introduce new ideas.
The Red Thread Storyline is your blueprint for doing just that.
Here’s the simple structure:
We can all agree [GOAL], but the problem is, despite no barriers, [PROBLEM]. In order to solve that problem and achieve our goal, we have to understand [IDEA], which means we’re going to have to [CHANGE]. How? [ACTIONS], which means that when we get there, we will have achieved our [GOAL].
Example: The Red Thread Storyline in Action
Let’s say you want to help people create better conclusions.
We can all agree that we want to leave our audience with a powerful, lasting conclusion. But the problem is most of us just stop talking, rather than delivering an ending that truly resonates. To solve that problem, we need to understand that people need to hear and see the full Red Thread for your message to make sense—and inspire action. That means we have to repeat that Red Thread at the end of every message. How? By using the Red Thread Storyline. When we do that, we don’t just finish strong—we make our message unforgettable.
Why This Works: Psychological Anchoring in Message Design
People crave completion and clarity. They want to know:
- What was the point?
- How does this apply to me?
- What should I do next?
By recapping familiar ideas without introducing new information you give your audience a sense of resolution. This increases the retention of your message and boosts the likelihood of them acting on it.
Avoid This Common Mistake: No New Information at the End
A crucial rule in effective message design: never introduce new ideas in your conclusion. Doing so creates confusion, not clarity. Your audience doesn’t have time to process fresh information at the end—and it weakens your core argument.
Instead, focus on reinforcing what they’ve already heard. This creates a sense of trust, alignment, and confidence in your message.
How to Use This Right Now: Your Next Steps
- Identify your Red Thread: What is your audience’s goal, the key problem, the core idea, the change needed, and the actions they should take?
- Use the Storyline: Fill in the blanks for your next presentation, article, or video.
- Test it: Deliver your conclusion and notice how much more confident and impactful it feels.
Want Help Crafting Unforgettable Messages?
If you’re ready to level up your messaging and master the art of belief-aligned communication, start with a Message Foundation Session, and let’s uncover the Red Thread in your unique message.
Make Every Message Count
Don’t waste the most powerful moment in your message. A well-crafted conclusion using the Red Thread Storyline ensures your audience remembers, believes, and acts. Because message design isn’t about sounding clever—it’s about creating change.