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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The Hook
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The Gap
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The Pull
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TV Ad - 60-second spot for a home security 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 conversion optimization 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 fitness creator
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 founder 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 - B2B cold 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 a pitch
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
B2B SaaS Reposition
Category problem to new promise
Detailed strategy breakdown with step-by-step implementation guide...
Challenger Brand vs. Category Norms
Contrarian proof loop
Detailed strategy breakdown with step-by-step implementation guide...
Professional Services Authority Loop
Agency/Consulting
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Email sequences and drip campaigns where you need open rates on follow-ups
Social media series and serialized content (carousels, threads)
Landing page hero sections to keep visitors scrolling
Sales decks and pitch openings to hold attention
When NOT to use
Crisis communication where clarity is paramount
Legal or compliance content that requires completeness
Customer support responses where withholding frustrates
Bottom-of-funnel content where the audience already decided and just needs confirmation
Related storytelling techniques
Frequently Asked Questions
What is open loop storytelling?
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How do you write an open loop for marketing?
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What's the difference between an open loop and a cliffhanger?
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Can open loops work in B2B marketing?
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How many open loops should you use in one piece of content?
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