It doesn’t matter whether you’re telling a story to sell, persuade, or entertain – there’s 3 things you always need:

A beginning that grabs

A middle that keeps

An ending that lingers

I was reminded of this by a post on the Nieman Storyboard – it’s talking about storytelling in journalism, but the principles of writing something that sticks in the reader’s head well after they’ve finished are pretty universal.

Be compelling from the start. Never waste time. And when you close, do it with passion.