I recently saw a blog post in which the author was promoting a product as an affiliate (here's an explanation of affiliate marketing if you need it).
It was a great post in which they explained how they used the product and why they liked it. They sprinkled their affiliate link throughout the post appropriately and it was workin'.
But then…
photo by tanakawho
…the last bit of their post was about Facebook.
Facebook was somewhat related to their post, but they said something like "Join me on Facebook!" and included a link to their Facebook page.
And that's where their post ended.
It made me sad. 
Why?
Because they likely traded affiliate sales (income) for Facebook Likes (no income).
How are you ending your posts?
Think of the last paragraph or sentence of your post as your opportunity to guide your reader to the door of a next step (this is called a "call to action"). You can't control whether or not they will actually walk through the door you are leading them to, but that's the hope.
In this case, the author did a great job of leading me right up to the door of an affiliate sale. But in the very last paragraph, my attention was diverted to a different door altogether (their Facebook page)—a door that, unfortunately in this case, wasn't going to convert into much more than a "Like."
The moral of the story
Pay close attention to the end of your posts. What is the last link? Ask yourself what you want your reader to do next and make sure you do everything you can to lead them right up to that door. Hopefully they'll walk through!
This is something I want to concentrate on with my future posts, because I've noticed that when I do end with a specific question, I get more comments. I've not really thought about moving that beyond encouraging comments, so I appreciate the ideas you're giving me!
Great post, Amy! Thanks for the tip!
Excellent point. I usually end posts with a question inviting comments, which is hit or miss, mostly folks leave comments on something not related to my question.
Great tip! If your whole post is rockin' and then the end is stinky, you lose people. I think I need to focus more on the end. Most bigger bloggers end with a question….I try to do that occasionally, but it doesn't always fit.
Good reminder, Amy!
Thanks for the tip. I've had this same experience a few times, and it leaves me a little disappointed. An otherwise great post is held back by a sub-par ending. You remind us that the ending should tie in with the rest of the post and lead our readers to the door of a single idea or action.
Ugh!! Starting and stopping a post are my WEAKEST points!! Sometimes I agonize for days over how to even START a post…and now I'm going to be worrying about how to end one… Thanks, Amy!!
You just gotta dive in! I can relate.
Great tip and as per your usual style, timely. I recently wrote a post I thought was good, but shared it aloud with my 13 yr. old daughter prior to posting. She listened as I read and then serenely asked " are you still working on your conclusion"?
Lesson still being learned!
Good advice, Amy. Thank you for this helpful reminder on how to end posts.
I had to go back and check my recent review post to make sure I hadn't done that, LOL. Too often I write just to write without stopping to consider what goal I want to achieve with a particular post. Thanks for reminding me to stop and consider my goals before I hit publish.
I never thought of that, Amy…wish I would have read your post at the Beginning of the A to Z Blogging Challenge! We are almost finished…
MakingTheWriteConnections
Great post Amy, glad to have found you!
Thanks for stopping by, Sandy!
This is great advice. I am guilty of mixing my messages at the end of posts and I often forget to try to tie in affiliate marketing links with appropriate posts, as well. I love my readers and am so happy to build my FB fans, etc. but that's not the bread n butter of it, is it! So…in about a week there is a guest post coming up on my site all about gardening and I will strategically add an exciting affiliate link. Thanks, Amy, for your help.
A very good tip! This is one thing I learned from some of the older, wiser blogs that I frequent. They tend to leave a question or an invitation to comment, rather than just stopping. Like they're asking you to engage in their website instead of just leaving. Definitely something to consider when writing!
Yes, questions are great too! Whatever your goal for the post should determine how it ends. Thanks, Tiffany!
I don't end my posts well at all. Sometimes I just get tired of writing and stop abruptly, and sometimes I keep meandering along, long after I should have shut up. I tried ending with a question a few times, but I get embarrassed when nobody answers my questions. Thank goodness I don't do this for money.
Having a check-off list next to your computer as a reminder before publishing a post can be helpful:
* is this post sticky?
* spell-check
* are keywords above the fold?
* does this post end well?
Yes, great idea Jody!
I probably most often end posts with links to other related posts.
I learned that right here, of course, and it radically improved my page view numbers. If you haven't read Amy's post explaining how to make your blog, "Sticky," you should check it out-call to action alert.
Hi Amy! I am really enjoying learning from your practical posts about blogging. Being a new blogger I am immersed in the huge learning curve and loving it. Thanks for helping with my learning growth!
Great post! Makes me want to run back to my last affiliate post to see what I did.
The way I end my blogs is something I've been more intentional about in the last two months – and it's made a huge difference in reader engagement. Thanks for the tips!
Just found your website, all I can say is ….thank goodness!!!! I'm now a follower!
So glad you stopped by! Thanks for following.
Great article and excellent advise! Thanks Amy.
I am so not a writer and am just forging ahead, my last post felt so awkward and lacked a rythm. And ending! I just sit there and get self concious
So I am following your posts which I find so helpful and figure the more I write the easier and better my blog will become!
Slow and steady, Jayne. It's the best way to go! You'll get the hang of it soon, I'm sure.