brandgineering's video: 3 Requirements to Win at Content Marketing

http://www.brandgineering.org http://www.brandgineering.org/three-act-story-structure-in-marketing Aristotle was really the first to put the basic tricks-of-the-trade for writing to paper. Aristotle's Poetics is a must for every writer to read every few years. Playwrights have used the classic "beginning, middle and end" for thousands of years and you will more commonly hear it called "three acts." You will find some writers that have diversified and split these into five or more acts, but three acts is generally accepted as the basic format. Act 1 - Sets the scene and situation. This is the idea or concept that attracts the viewer/participant. This is usually about 1/4 of your story. Act 2 - The middle portion of your story is the complication. During this section the plot is becomes more difficult and during the second portion of this portion of the story you are providing answers, preparing or equipping the hero (think of your product or service as the hero). Act 3 - The end of the story is the conclusion, the thing that wraps everything up and provides catharsis. It is the climax of your story. It is essential that your story have conflict. Yes, even a sales brochure or blog can have conflict! The simplest form of conflict is question and answer, problem and solution, cause and effect. It is the soul of the emotion. To be sure, your idea is the most critical element, and the structure is really the superstructure over which you construct the idea; but, the idea must be solid.