Exercise Add a Snappy Close

Consider how Brad ends his report:

It's easy in retrospect to carefully understand why some of us lean toward selecting Florida but we should use objective, not subjective, criteria to make the decision. If we do that, we must go with Georgia.

What do you think? Is it benefit oriented and memorable? Brad said, "It's pretty clear and the text anticipates an argument some committee members might make, which I think is good. The fact that the last line is short helps make it memorable. But it's not benefit oriented. I can do better."

Rewrite your conclusion if you think it needs improvement, then take a crack at making Brad's close more benefit oriented.

Were you able to improve the two conclusions? Which benefits did you highlight? Here's Brad's revision:

It's easy to understand why some of us lean toward selecting Florida but we should use objective, not subjective, criteria to make the decision. If we do that, we must conclude that the site with the highest profit potential at the lowest risk is Georgia.

Brad said, "I'm so glad I went through this process! If I hadn't, I might never have thought to mention profit potential and to remind them that Georgia offered the lowest overall risk. Looking at it now, I can't believe that I forgot to mention profit—because, after all, that is the bottom line: the lower the risk, the higher the profit potential."

Do you see Brad's point? By thinking about the ending of your communications, you're able to highlight, summarize, or restate key points.

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