Challenge Your Readers with a Question

Ending with a question involves readers by inviting them to think.

"I wanted to challenge people to come up with ideas," Max says. Creative director of an internal advertising department in the textile industry, Max ended a staff E-mail looking for new promotional ideas with "T-shirts and baseball caps. Tote bags and pens. We need a fresh approach. Any ideas?" He explained, "Ending with a question helps people focus."

Sarah, a freelance writer, wanted to win approval for an article idea. She ended her E-mailed inquiry to an editor with "Any interest?" As she explains, "That's the bottom line. It's to the point, and that's what editors like."

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