You’re hooked on what will happen next… will they survive? Will they reach the summit? Will they manage to escape?
We’ve all been hooked by a good cliffhanger. But can you use cliffhangers when telling stories about your business? Or are they exclusive to the entertainment world?
But before we start, let’s address the question of what a cliffhanger is. A cliffhanger is a method of storytelling where the audience is left wanting more. The story isn’t complete… the audience is left hanging! They don’t know what will happen next. They can’t wait for the next episode or the next piece of content to be released. They may feel excited, yearning for more, or even frustrated knowing they have to wait for the next instalment.
Businesses can use cliffhangers in different ways. The most obvious are in the regular content they produce, such as blog posts, podcasts, even short form video and audio.
Let’s explore how to use cliffhangers effectively in business stories and content.
One of the best ways to create cliffhangers in business content is to tell stories as they happen. There is always a new season, a new product, a new strategy, or new people. Stories can be told before they are complete and, in this way, many business stories are ongoing. There’s always another thing that can and will happen. For example, a business could share the content around new product updates and even announce what’s next on the roadmap. I love to know what the companies of the products that I use are up to next. For example, what new features is the next iPhone going to have?
But you shouldn’t just have cliffhangers without thought. Make sure your cliffhangers are actually engaging for your audience. Does it really make them feel intrigued and excited in anticipation of what’s to come?
Indeed, the cliffhanger should be relevant to your audience. Make sure the tension you create is aligned with what your audience cares about. If the story is relevant to them, they will be more likely to stick around for the next chapter. That means you really need to get to know your audience so you can understand their interests, dreams, and fears, and therefore create a cliffhanger they will engage with.
It’s not just about what your ideal audience would feel excited by. Do you already have an audience who regularly engages with your content? After all, you need them to tune in regularly, so they don’t miss the start and understand the whole story. Remember, you need an audience that consumes your content, whether that be people opening your emails, listening to your podcast, or seeing your social posts.
Make sure to always provide a resolution to the cliffhanger. Don’t leave a cliffhanger without proper resolution or development shortly afterwards, or you risk losing the audience’s investment. If you tease your audience too much without following through, it can lead to frustration or disengagement. Have you ever watched a film which ends on an uncertain note of what happens next? It’s so frustrating, so don’t do it in your content.
Pacing of cliffhangers is also important. Make sure the cliffhanger doesn’t come too early or too late. It should appear at the right moment to maximize curiosity without frustrating your audience. A badly paced cliffhanger occurs when the story builds tension, but the cliffhanger interrupts it with something irrelevant or distracting. For example, imagine you are reading a book, and the main character is about to confront the villain, but the chapter ends with a long, unrelated flashback. This deflates the suspense, frustrates the audience, and delays the payoff unnecessarily.
If you’re using cliffhangers over multiple pieces of content, maintain a consistent level of intrigue. The tone of your cliffhanger should match the tone of the story. If your story is serious and dramatic, your cliffhanger should raise the stakes further and leave the audience on edge. If your story is more light-hearted, it might leave the audience curious rather than anxious.
Think carefully about the most relevant channels to include cliffhangers. So where should you include cliffhangers? Your regular content or email campaigns are a good opportunity. For example, you could use a sequence of emails to tell a story, with each email ending in a cliffhanger. This tactic is especially effective when building interest around a product launch, a seasonal promotion, or a special event. Each email should leave your subscribers curious about what happens next, encouraging them to open the next one. “In our next email, we’ll reveal the secret ingredient that transformed our business. You don’t want to miss it!”
You could also incorporate them into your regular content with a ‘what’s next?’ technique. Split your content into multiple parts: For longer stories (such as case studies, whitepapers, or long-form videos), break them into multiple parts. At the end of each part, leave a cliffhanger that makes your audience want to move to the next part. “That was just the first step in our journey to revitalizing the company. In part 2, you’ll discover the unexpected strategy that took us to the next level.”
In conclusion, in a business setting, cliffhangers don’t have to be as dramatic as what you see in the entertainment world. It could be as simple as “I have been working on an exciting new project and I’m going to share all the details with you tomorrow” or “Our next guest will be [x], and we’ll talk about [y]”. If it’s a big name or a really intriguing topic, people might come back as they don’t want to miss out.