We’ve seen it countless times. An executive speaker starts to conclude, even signals the audience with the words “In closing,” yet suddenly decides to tell another story or go back to a previous point–or even introduce new information. And then, she’ll begin to end again by saying, “So in conclusion,” and repeat the vicious cycle. A running joke among some preachers in churches is that “in conclusion” really means we have another good 20 minutes left! Of course, the congregation expects the sermon to be wrapped up quickly so they can head on out to lunch.
Don’t lie to your audience. When you signal the ending, they expect it. Many times, they are looking forward to it. When you say it’s your one final thought, make it your once final thought. Say what you need to say and stop. Anything you add after you’ve begun closing lessens the strength of your final point.
