Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
Fill in each step for your brand, product, or campaign.
Lead with the Hit
Fill in the details for this step...
Earn the Context
Fill in the details for this step...
Keep Moving
Fill in the details for this step...
TV Ad - 60-second spot for a coffee brand
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Landing page hero for a data pipeline tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Newsletter opener for a design writer
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Opening line for a CEO post
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Agency new business outreach
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - Opening slide for an AI writing tool
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Website Rewrite - Kill the Preamble
Rebuild every page to open with the strongest line
Detailed strategy breakdown with step-by-step implementation guide...
Podcast or Video Series Format
Cold open every episode to kill drop-off
Detailed strategy breakdown with step-by-step implementation guide...
Sales Email Sequence Overhaul
Kill 'I hope this finds you well' forever
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Email openers where the first line must earn the click from the preview text
Video content where the first 2 seconds determine whether someone watches or scrolls
Blog posts and articles where the introduction is usually the weakest paragraph
Presentations where 'Let me introduce myself' wastes the audience's peak attention
When NOT to use
Academic or formal writing where convention requires structured introductions
Audiences meeting you for the first time who need minimum context to trust you
Complex technical topics where jumping in without setup creates confusion
Content that follows a previous piece - the audience may need a bridge, not a cold start
Related storytelling techniques
Frequently Asked Questions
What is a Cold Open?
to see the answer
How is a Cold Open different from In Medias Res?
to see the answer
When should you NOT use a Cold Open?
to see the answer
How do you find your Cold Open?
to see the answer
Does the Cold Open work for B2B content?
to see the answer