2 builders who never spoke to each other

Engineer the last thing they read

Whatever sits at the end is what gets carried away, so the close deserves the same attention as the opening. Repeat the one message you need remembered even though you already made it, and finish with a short list of concrete things to do now, each pointing at a named person or a specific place.

The method

1. 01

   Close a long announcement with a short numbered list of things the reader can do today, each pointing at a named person or a specific channel.

2. 02

   Pick the one message you need remembered and close on it, repeating it at the end even if you already made it.

What it returned

• The four actions given were: email Adam directly to arrange a prepayment, invite a friend, ask to be added to the Basecamp planning project, and email to book a walkthrough of the new space.

• Katelyn Bourgoin applies this to ads, posts and keynotes alike: save the biggest benefit for the end, or restate it there.

Sources

• Recency Bias - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · ​ Finish strong · undated
• Not a Joke: Indy Hall v3.0 - The Future of Indy HallAlex Hillman · dangerouslyawesome.com · What happens next · 2012-04-01