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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Build to the Peak
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Cut
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Tease the Return
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TV Ad - 60-second spot for a streaming 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 analytics 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 startup founder
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 career coach 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 - Course launch 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 media buying agency
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
Serialized Product Launch
Turn a single launch into a multi-part event
Detailed strategy breakdown with step-by-step implementation guide...
Content Series for Authority Building
Turn one insight into a returning audience
Detailed strategy breakdown with step-by-step implementation guide...
Event and Webinar Registration Driver
Use the cliffhanger to fill seats
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Email sequences where open rates on email 2+ matter more than email 1
Social media series and multi-part content (carousels, threads, video series)
Podcast episodes and YouTube videos designed for subscription and return visits
Newsletter issues where you want to build anticipation for the next edition
When NOT to use
One-shot content where the audience won't encounter a follow-up
Transactional emails where withholding creates friction, not curiosity
Customer support contexts where leaving things unresolved damages trust
Audiences with low brand trust who may feel manipulated by withheld information
Related storytelling techniques
Frequently Asked Questions
What is a Cliffhanger in marketing?
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How do you write a Cliffhanger without being annoying?
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What's the difference between a Cliffhanger and an Open Loop?
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Where should you place a Cliffhanger in a content sequence?
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Do Cliffhangers work in B2B?
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