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
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Drop In
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Withhold Context
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Backfill
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TV Ad - 60-second spot for an overnight delivery service
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 an incident management platform
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 freelance consultant
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 marketing leader 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 - SaaS onboarding sequence
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 a recruiting platform
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
Product Launch That Skips the Buildup
Start with the transformation
Detailed strategy breakdown with step-by-step implementation guide...
Case Study as Cold Open
B2B proof that reads like a thriller
Detailed strategy breakdown with step-by-step implementation guide...
Founder Story That Starts at the Pivot
Skip the garage, start at the breaking point
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Video ads where you need to hook within the first 2 seconds
Social posts where the first line must stop the scroll
Case studies that need to feel like stories, not reports
Sales emails where the subject line drops you into the result
When NOT to use
Product tutorials where sequential context is required
Compliance or legal content where full context is mandatory
Audiences unfamiliar with your category who need orientation first
Complex B2B solutions where skipping setup creates confusion instead of curiosity
Related storytelling techniques
Frequently Asked Questions
What is In Medias Res in storytelling?
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How do you use In Medias Res in marketing content?
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What's the difference between In Medias Res and a Cold Open?
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Does In Medias Res work for short-form content?
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Can In Medias Res work in B2B marketing?
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