August 17, 2017

‘Closed Sandwich’ Storytelling Example

I came across the following video on Facebook the other week. I think this is a great example of how to tell your story in a way that links to your sales message.

(You’ll need to turn the sound up on the video)

The story is in what I would call a ‘closed sandwich format’. Meaning the video opens and closes with content, with the story sandwiched in the middle. The opening content section is very short, and really just sets the scene for the story.

When you’re writing an email I normally recommend following the ‘open sandwich’ format, where you open with your story and transition to your content. But the ‘closed sandwich’ format can work too, as long as you keep the opening content brief.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.