“You never get a second chance to make a first impression”—so the saying goes. Think about your own snap judgments. A single photo often makes the difference between swiping left or swiping right on a dating profile. If the first few minutes of a TV show bore you, you may switch to something else. Likewise, if the beginning of your presentation isn’t interesting, your audience might tune you out or misunderstand what you’re saying. If you’re speaking online, they might even walk away or close the tab!

On the other hand, a good beginning can create a positive, lasting impression and pave the way for a presentation that achieves its purpose. Psychologists call this power of first impressions the primacy effect, or the tendency to recall the first items you see or hear in sequenced information. The primacy effect suggests that audience members are more likely to remember the beginning of a presentation because that’s when their attention is usually at its peak.

Likewise, a strong conclusion ensures that your audience will remember you and your message. Psychologists describe the power of last impressions as the recency effect, or the tendency to recall the items you see or hear at the end of sequenced information. Because it comes last, the conclusion of your presentation is likely to stay with your audience long after you’ve finished. In short, the goodbye matters as much as the hello. What you say and do during your introduction and conclusion can determine the success of your presentation.