How to attract people to your brand using story loops

Executive overview

Most brand messaging announces what a product does. It doesn't make people lean in.

Opening a story loop — asking a question without immediately answering it — creates tension that keeps attention until the product resolves it. The question must agitate a real pain; the product must be the only way to close it.

What a story loop is and why it works

• A story loop is a question that creates tension in the listener's mind.
• The brain is compelled to stay engaged until the loop is closed.
• Answering the question too early kills the tension — and the attention.

How to open a story loop in brand messaging

• Ask a question that surfaces a pain your audience already feels.
• Don't answer it; let the product be the answer.
• Examples: "Is your toilet using too much water?" or "Could your home run on half the electricity?"
• Flu shot example: "Worst flu season ever — have you gotten your flu shot?" agitates the pain; just "Flu shots available now" does not.

The test to apply

• Ask: what story loop can I open that my product closes?
• If the loop can be closed without buying the product, the question is wrong.