A strange thing about me:
I hardly ever watch movies or TV shows.
It hasn't always been this way. Almost 20 years ago, I got hooked on a show called Lost. It was gripping, full of mysteries and compelling characters.
But the ending? Underwhelming. That disappointing finale colored my entire perception of the show.
This is the peak-end rule in action.
This psychological principle suggests that people judge experiences by two things: how they felt at the peak and how they felt at the end. Not by the sum of every moment as you might expect.
Like Lost, many social media posts grab attention at the start but fizzle out at the end. They often fail to leave a strong impression because their endings are weak. I see this mistake a lot.
Readers feel unrewarded for their time and attention. And as a result, they're less likely to return or engage further.
That's why the last sentence of your posts is just as important as the first.
How to Make Your Messages Stick
Every post you share can make an impact.
But if the end is weak, it probably won't. A well-crafted message releases a squirt of dopamine at the right time to make your readers feel good and remember your message long after their screen goes dark.
Here are 5 elements to make your messages stick.
Symmetry
Symmetry brings balance to your writing.
One way to use symmetry is to compare two ideas in a way that makes both stand out. This quote by Jerzy Gregorek is a perfect example:
Hard choices, easy life.
Easy choices, hard life.
I love this quote because it expresses a profound truth with only 4 words. The mirrored sentence structure positions the choices directly against each other, making the statement more memorable.
With symmetry, you can deliver powerful messages succinctly.
Contrast
Contrast positions opposite ideas against each other.
This makes each idea clearer and stronger because you can see how they're different. When I think of James Clear's Atomic Habits, the first quote I remember is this:
You don't rise to the level of your goals. You fall to the level of your systems.
The contrast between rise and fall and goals and systems, wrapped in this symmetric structure, is beautiful. James not only communicates the idea effectively. He also makes sure you won't forget.
Use contrast to make your writing more exciting.
Alliteration
People don't just read words. They hear them.
Alliteration makes what you write sound good to their ears. When you use words that start with the same sound, your sentences start to sing.
Some examples to drive the point home:
- Clarity is king.
- Value over volume.
- Simplicity is the secret.
- Pain is part of the process.
- Your decisions determine your destination.
This is especially effective in marketing, where you want your ideas to stick in your reader's mind. Use alliterations to make your messages resonate more deeply.
This way, your ideas aren't only heard but also remembered.
Rhythm
Rhythm makes your writing flow.
When you read your words out loud, they should sound like music. Mix short and long sentences. It helps keep your readers engaged and makes it easier for them to read and understand.
But sometimes you want to do the opposite. Mirroring the structure of two sentences creates symmetry and a strong rhythmic effect.
When you master rhythm, your messages become an irresistible melody in your reader's ear.
Rhyme
Rhyme can make your content catchy and memorable.
But it can also make your content cheesy and mechanical if you force it. It's the trickiest one to get right. Rhyme can add a playful or profound tone, depending on how you use it.
The best rhymes happen by accident. Earlier I wrote, "Use contrast to make your writing more exciting." But I only noticed it rhymes when I read it aloud while editing.
Another example that passes the cheesy-ness test:
Don't delay. Start today.
Combine these elements to create a punchy final sentence that leaves a lasting impression.
You may have noticed that these elements often mix well.
Symmetry and contrast complement each other—symmetry provides a structured framework that makes the contrast more striking. And this structure creates rhythm. When you add alliteration, this rhythm becomes even more engaging and dynamic.
Had Lost resolved any of the many mysteries it created, I might have remembered it as a great show.
A strong start is important. But a strong finish creates impact.
Make your last line pack a punch.
