Tell me if this sounds familiar.

 

Writing is a big part of your job. And even though you're super smart and really good at what you do, trying to articulate your amazing ideas in writing has always been a struggle. The hardest part of any writing project you've tackled? Figuring out where to begin.

 

If you’re ever stuck on where to start, follow this basic structure. It’ll help you tell a complete story that flows well and can be easily applied to video scripts, blogs, speeches, case studies, brand narratives ... whatever you need to do.

 

If you use this formula, then everyone will see you as the uncommonly smart and capable-of-anything superstar that you are.

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ACT 1: We Feel Your Pain 

Start with real-world context. Speak directly to your audience and address who they are, what they do, and the challenges they face every day.

 

EXAMPLE: "Writing is a big part of your job ... trying to articulate your amazing ideas in writing has always been a struggle."

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ACT 2: Plant a Big Question 

After a problem has been defined, plant a big question in the audience’s mind that challenges convention, wonders how these problems can be solved, and provides a quick pivot toward a solution that you can offer. 
 

EXAMPLE: "The hardest part of any writing project you've tackled? Figuring out where to begin."

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ACT 3: The Hero Arrives! 

Right after the big question, the hero swoops in to solve the problems established in Acts 1 and 2. This is generally the meatiest section because it lays out important details about the hero and the benefits it/they can offer.

 

EXAMPLE: "If you’re ever stuck on where to start, follow this basic structure."

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ACT 4: The Promise of a Brighter Future 

Finish with a quick reiteration of the hero’s value, and then glimpse a future in which — thanks to the hero — the world will be a better place for everyone. 

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EXAMPLE: "If you use this formula, then everyone will see you as the uncommonly smart and capable-of-anything superstar that you are."

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