A great blog post includes an engaging intro and a final wrap-up. I call this one-two combo “The Frame.”

Every post makes one point. Use the guts of the post to state your position, identify the main issues, and then articulate your solution.

Within these paragraphs, you may choose to support your main point with a few links to other articles from third-party resources (experts, trade organizations, newspapers or other publications).

Strengthen your blog with a short introductory sentence or two to hit your readers between the eyes. Grab their attention. Make them want to read more. Then, when your argument is made in the body copy, bring it all home with a closing sentence that wraps it all up memorably.

This formula for a blog makes for a complete content package with no loose ends or unanswered questions from your readers.

So always bookend your blog post with one or two carefully crafted sentences at either end. The opener will set the stage, and the closer will bring your point home.