Readers remember endings. A strong kicker is the difference between a story that fades and one that stays with readers for days. After analyzing 200+ award-winning features, we identified 5 kicker types and 12 specific templates that work. Below: copy-paste formulas with real examples.
The 5 Types of Kickers
| Type | Best For | Emotional Effect |
|---|---|---|
| 1. Callback | Features with strong openings | Satisfaction, circularity |
| 2. Forward Look | News features, investigations | Anticipation, continuation |
| 3. Quote Kicker | Profiles, human interest | Authenticity, emotional resonance |
| 4. Scene Kicker | Narrative features | Imagery, lasting impression |
| 5. Reflection | Analysis, explanatory pieces | Insight, meaning |
Type 1: Callback Kickers (Return to Opening)
Template 1A: Mirror Image
Opening: [SPECIFIC SCENE/DETAIL] Kicker: [SAME SCENE/DETAIL transformed or repeated]
Example:
Opening: Dr. Sarah Chen starts her shift at 6 a.m., coffee in hand, reading overnight charts before the chaos begins. Kicker: At 6 a.m. the next morning, Dr. Chen is back—coffee in hand, reading overnight charts. She has slept four hours. The chaos will begin again soon.
Template 1B: Transformation Callback
Opening: [SUBJECT in one state] Kicker: [SUBJECT transformed—show how they've changed]
Example:
Opening: When Maria Rodriguez arrived at the shelter three years ago, she owned nothing but the clothes she wore and a backpack of documents. Kicker: Today, Rodriguez owns nothing but the clothes she wears and a backpack of documents. But this time, the documents include a nursing degree. The clothes are scrubs. And she's heading to work.
Template 1C: Echo with New Meaning
Opening: [PHRASE or IMAGE introduced] Kicker: [SAME PHRASE/IMAGE recontextualized]
Example:
Opening: "Everything's fine," the CEO told investors in January. "We've never been stronger." Kicker: "Everything's fine," the bankruptcy attorney told reporters last week. "These things happen."
Type 2: Forward Look Kickers
Template 2A: What Happens Next
[FUTURE ACTION or DECISION] will determine [STAKES]. [BRIEF CONTEXT about timeline or uncertainty].
Example:
The city council votes Thursday. Whatever they decide, 3,000 families will know by Friday morning whether they still have homes.
Template 2B: Ongoing Story
For now, [SUBJECT] [PRESENT SITUATION]. [UNCERTAINTY or CONTINUATION].
Example:
For now, the factory stays open. The workers keep showing up. Nobody knows for how long.
Template 2C: Unanswered Question
[KEY QUESTION remains]. [SUBJECT'S perspective on uncertainty].
Example:
Whether the evidence will be enough for a conviction remains unclear. "We did everything right," the detective said. "Now we wait."
Type 3: Quote Kickers
Template 3A: Wisdom Quote
"[QUOTE that captures universal truth from subject's experience]."
Example:
"Every painting is a failure," she said, "until suddenly it isn't. You have to trust the process even when you can't see where it leads."
Template 3B: Emotional Resonance Quote
"[QUOTE that shows character's emotional state at story's end]."
Example:
"We lost everything in the flood," Martinez said, looking at what used to be her living room. "But we didn't lose each other. That's what we're rebuilding on."
Template 3C: Defiant/Determined Quote
[BRIEF SETUP]. "[QUOTE showing resolve or defiance]."
Example:
They told her the diagnosis was terminal. She smiled. "I've been underestimated before," she said. "I don't intend to make it easy."
Type 4: Scene Kickers
Template 4A: Final Image
[VISUAL DESCRIPTION that captures the emotional essence of the story]. [BRIEF ACTION showing continuation or ending].
Example:
The protest is over. The crowd has dispersed. Chen stands alone in the empty plaza, still holding her sign. A janitor begins sweeping around her. She folds the sign, tucks it under her arm, and walks toward the subway.
Template 4B: Small Moment, Big Meaning
[SMALL, SPECIFIC DETAIL that represents larger themes].
Example:
Rodriguez reaches into her own wallet to buy pencils for the students who don't have any. She's done this hundreds of times. She'll do it hundreds more.
Template 4C: Return to Normal
[ORDINARY ACTION after extraordinary events]. [IMPLICIT meaning].
Example:
On Monday morning, the office reopened. Someone had cleaned up the broken glass. The coffee maker was on. People filed in, logged on, and got to work—as if nothing had happened.
Type 5: Reflection Kickers
Template 5A: Writer's Observation
[INSIGHT that provides perspective on the story]. [CONNECTION to broader meaning or theme].
Example:
In the end, the scandal wasn't about greed or incompetence. It was about silence—the kind that lets small wrongs become large ones, one ignored warning at a time.
Template 5B: Larger Context
[SUBJECT'S story] is one of [LARGER PATTERN]. [IMPLICATION].
Example:
Williams is one of 47,000 passengers who missed flights that week. Most will be reimbursed. None will get back the moments they missed—the weddings, the funerals, the last chances to say goodbye.
Kickers to Avoid
| Weak Kicker Type | Example | Why It Fails |
|---|---|---|
| Stating the obvious | "This shows how important community is." | Readers already got this |
| Empty platitude | "Only time will tell." | Says nothing specific |
| New information | "Meanwhile, in another city..." | Opens new thread instead of closing |
| Summarizing | "In conclusion, the mayor resigned." | Repeats what reader knows |
| Moralizing | "We should all learn from this." | Preachy, condescending |
Complete Story Arc: Lede → Kicker Connection
| Lede Type | Best Kicker Match | Example Connection |
|---|---|---|
| Scene-setter lede | Callback or scene kicker | Open at 6am, close at 6am next day |
| Quote lede | Quote kicker (different speaker) | Accused's claim → victim's response |
| Surprising fact lede | Reflection kicker | Surprise → what it means |
| Question lede | Forward look kicker | Question → answer still pending |
| Anecdotal lede | Scene kicker | Person's moment → person's new normal |
Frequently Asked Questions
How long should a kicker be?
1-3 sentences, rarely more. The power of a kicker comes from compression. If you need more than 3 sentences, you're probably including nut graf material that belongs earlier. Short kickers hit harder.
Should I write my kicker first or last?
Draft it early, finalize it last. Knowing where you're heading helps shape the story. But the perfect kicker often emerges from what you've written—details or quotes you didn't plan. Revise the ending after the story is complete.
Can hard news stories have kickers?
Yes, but they're different. Hard news kickers are usually forward-looking ("The council votes Thursday") or contextual ("It's the third such incident this month"). They don't have the literary flourish of feature kickers, but they still provide closure.
What if my best quote isn't at the end of my interview?
That's fine—use it as your kicker anyway. Chronology in features is constructed. Your most powerful quote belongs in your most powerful position (kicker), regardless of when it was said. Reorganize for impact.
How do I know if my kicker is working?
Read it aloud after a pause. Does it feel like an ending? Does it resonate? Share it with someone who hasn't read the full piece—does it make them want to read the story? Strong kickers work even in isolation.
Can I end with a question?
Rarely—it often feels unresolved. Questions as kickers can work for certain investigative pieces ("What did the mayor know?") but usually feel like the writer couldn't find a real ending. Prefer statements over questions for kickers.
Use these templates to craft endings that stay with readers. For faster story structuring, try River's journalism tools to generate kickers that match your lede and story arc.