Let’s talk about suspension.
Ever watched a TV show that cut off right at the juicy part? That’s a cliffhanger for ya. It leaves you craving what’s next like a fresh hot pizza sitting just out of reach.
Why do we binge shows or can’t put down a good book? Cliffhangers, my friend. They jack up your emotions and make you need to know what happens next. Smart writers use them to keep us hanging on, episode after episode.
And guess what? Marketers use this trick, too. Ever seen an ad or an email that teased something big but kept the details secret until “next time”? Yup, that’s them dangling that carrot.
Here’s the kicker: it works like a charm. Cliffhangers in emails can boost your open rates because who doesn’t want to know the end of the story? And on social media, they keep you coming back for more.
Which is the answer to the-day-before-yesterday’s cliffhanger as conducted by Master Storyteller Donald Trump. (if you haven’t read it, go back and read it; it will make more sense to you --- talking about cranking up open rates, haha)
So here’s what’s so smart about Trump’s use of suspension... but before that (because I want you to viscerally feel the effect of suspension in this email because you probably can’t wait to see how Trump uses a cliffhanger) here is...
How Cliffhangers Create Excitement in Storytelling In General:
Heightened Emotional Engagement: By ending a segment of the story at a moment of suspense or dramatic tension, a cliffhanger heightens the emotional engagement of the audience. The unresolved situation triggers curiosity and anxiety, making the audience more invested in the outcome.
Encourages Continued Engagement: Cliffhangers compel the audience to continue reading, watching, or listening to find out what happens next. This is particularly effective in serialized storytelling, where the goal is to keep the audience coming back for subsequent installments.
Builds Anticipation: The suspense created by a cliffhanger builds anticipation for the next part of the story. This anticipation can make the resolution more satisfying when it finally arrives, as the audience has been eagerly awaiting it.
Memorable Moments: Cliffhangers often create memorable moments within a narrative. These moments can become talking points among the audience, increasing word-of-mouth promotion and deeper engagement with the story.
In the context of Donald Trump’s conviction, Trump utilizes suspense and a cliffhanger in his reaction to the verdict.
Lesson: Using Ambiguity and Open-Ended Statements to Maintain Audience Engagement
by applying these 4 key techniques:
Hint at Future Actions: By hinting at a "much-anticipated appeal" and emphasizing that "this is long from over," Trump leaves his audience in suspense, eager to find out what his next steps will be. In marketing or storytelling, hinting at future developments keeps the audience engaged and curious.
Reiterate Core Beliefs with Conviction: Trump's declaration of being “a very innocent man” reinforces his stance and keeps his supporters rallied around him. This technique can be used in marketing by reiterating the core values or promises of a brand, creating a strong identity that the audience can rally behind.
Create a Sense of Urgency and Importance: Statements like “We will fight for our constitution” add a sense of gravity and urgency. In copywriting, creating a sense of urgency (e.g., limited-time offers or upcoming deadlines) can drive immediate action from the audience.
Leave the Audience Wanting More: By quickly turning and leaving without answering further questions, Trump creates an unresolved tension. This tactic can be mirrored in marketing by ending communications on a high note or with an intriguing teaser that leaves the audience wanting more, encouraging them to stay tuned for the next update.
What happens next WILL SHOCK YOU?
.
.
.
Just kidding.
I believe you got it now:
Use cliffhangers to create suspension.
It’s fun.
Oh and... Trump also uses a clever “Me versus Them” narrative, or shall I say “Good vs. Bad” when he talks about fighting back and implying that he’s fighting for what’s right. But that’s another narrative device (hint: "Manichean narrative").
Catch you soon,
Alexander “is hanging on the edge” Kluge
p.s. whenever you’re ready, here are 2 ways I can help you: