The Best Storytelling Models for Writers, Marketers, and Creators

Storytelling is everywhere.

From novels and movies to social media captions and email subject lines, a well-structured story has the power to engage, connect, and move people to action. But storytelling isn’t just about the classic three-act structure—there are different models that work across fiction, screenwriting, and even copywriting.

If you’re a writer (whether of books, scripts, or marketing content), knowing these storytelling models can transform your craft. Let’s start with the most popular models in fiction and then shift into how storytelling shapes content in business and marketing.

📚Storytelling Models for Fiction Writers

Whether you’re a plotter who meticulously outlines every chapter or a pantser who discovers the story as you write, understanding story structure is key to crafting compelling fiction. While free-flowing creativity is essential, successful stories—whether literary masterpieces or commercial bestsellers—almost always follow a recognizable path. Storytelling frameworks like the Three-Act Structure, Save the Cat!, or the Hero’s Journey provide a roadmap that ensures your narrative has momentum, emotional depth, and a satisfying resolution. These structures act as invisible scaffolding, helping even the most spontaneous writer avoid meandering plots, sagging middles, or endings that feel rushed or unearned.

Even if you resist outlining, knowing these frameworks allows you to instinctively shape your story in a way that resonates with readers. Readers expect certain beats in a novel, even if they don’t consciously recognize them—a protagonist with a goal, rising tension, a crisis moment, and a resolution. Using proven structures doesn’t mean sacrificing originality; instead, it gives you the tools to break the rules effectively. Whether you plan everything in advance or discover your plot on the page, a solid understanding of storytelling structure helps ensure that your book is engaging, well-paced, and emotionally rewarding for your audience.

The Three-Act Structure (Classic & Universal)

Used in: Novels, plays, films, TV shows

The three-act structure is the backbone of most storytelling. It breaks a story into:

• Act 1 – Setup: Introduces characters, world, and stakes. Ends with the inciting incident that propels the story forward.
• Act 2 – Confrontation: The character faces increasing obstacles, learns, and evolves. Midpoint twist raises the stakes.
• Act 3 – Resolution: The climax delivers the final showdown, followed by a resolution that ties up loose ends.

Best for: Traditional storytelling with a clear beginning, middle, and end. Perfect for nearly all fiction, from novels to screenplays.

Not best suited for:

• Short-form content like social posts or emails, where the structure is too long and complex.
• Marketing copy that needs immediate impact rather than gradual development.
• Blog posts that require scannable, structured information rather than a narrative arc.

Learn more about the origins of this structure.

The 4-Part Structure (Storyfix by Larry Brooks)

The Four-Part Story Structure by Larry Brooks divides a story into four equal sections, ensuring balanced pacing and strong narrative momentum. Unlike the Three-Act Structure, this model prevents a sagging middle by clearly defining key turning points that drive character transformation and conflict escalation.

(This one is my personal favorite, and I’ve used the Storyfix site continuously to understand the structure and how it shows up in novels and movies.)

Part 1: The Setup (0-25%)

• Introduces the protagonist, setting, and stakes.
• Establishes the “before” state of the character’s life.
• Ends with the First Plot Point, a major event that changes everything and launches the main conflict.

Part 2: The Response (25-50%)

• The protagonist reacts to the conflict but is still largely in a reactive state, not yet in control.
• New obstacles, antagonists, and tension are introduced.
• Ends with the Midpoint Twist, a revelation or event that forces the protagonist to shift gears and take a more active role.

Part 3: The Attack (50-75%)

• The protagonist shifts from reacting to taking action.
• Stakes rise significantly as the antagonist gains strength.
• Ends with the Second Plot Point, a major moment that sets up the climax and forces the protagonist into their final, most decisive actions.

Part 4: The Resolution (75-100%)

• The protagonist fully steps into their transformation and confronts the conflict head-on.
• The climax delivers the final showdown with the antagonist.
• Loose ends are tied up, and a new normal is established.

Best for: Writers who struggle with a sagging middle or underdeveloped second act. Ideal for authors who want a structured but flexible approach without rigid scene-by-scene outlining. Works especially well for commercial fiction genres such as thrillers, mysteries, romance, and fantasy, where pacing and escalation are key.

Not best suited for:

• Experimental or literary fiction that intentionally breaks structural conventions.
• Short-form content such as blog posts, social media, or microfiction, where long-form development isn’t necessary.
• Writers who prefer complete discovery writing with no structural guidance, though elements of this framework can still be used to refine later drafts.

Save the Cat! (Screenwriting & Novel-Writing Gold)

Used in: Screenplays, novels, commercial fiction

Blake Snyder’s Save the Cat! beatsheet breaks a story into 15 key moments, designed to keep the pacing tight and emotionally engaging. Key beats include:

• Opening Image: The first impression of the world or hero’s life.
• Theme Stated: A moment that hints at the story’s deeper message.
• Catalyst: The event that changes everything.
• Fun & Games: The “promise of the premise”—what makes your story fun.
• Dark Night of the Soul: The lowest emotional point before the climax.
• Finale: The hero applies their lessons and conquers the challenge.

Best for: Writers who want a structured but flexible approach. Excellent for commercial fiction and movies with a strong emotional arc.

Not best suited for:

• Social media posts that need a quick, punchy message rather than a full narrative arc.
• Emails or blog posts that need to get to the point quickly.

Learn more about Save the Cat!

The Hero’s Journey (Epic & Timeless)

Used in: Fantasy, sci-fi, adventure, mythic storytelling

Joseph Campbell’s Hero’s Journey is the foundation for countless epic tales (Star Wars, Harry Potter, The Lord of the Rings). It follows a cycle:

• The Call to Adventure: The hero leaves their ordinary world.
• Refusal of the Call: Doubt or resistance to change.
• Meeting the Mentor: Someone guides them.
• Crossing the Threshold: Entering the unknown.
• Tests, Allies, Enemies: Facing challenges and learning.
• The Ordeal: A major turning point (often near death).
• Return with the Elixir: The hero is changed forever.

Best for: Epic journeys, coming-of-age stories, and fantasy/sci-fi sagas.

Not best suited for:

• Marketing copy—too detailed for most brand messaging.
• Short-form content like social posts or emails, unless used for a longer brand story (e.g., founder’s journey).
• Straightforward product-focused content—too abstract for direct sales messaging.

Learn more about Joseph Campbell’s Hero’s Journey

Looking for books on story structure? Here are my top 3 favorites.

Storytelling Models for Marketing & Content Writing

Storytelling in marketing isn’t about crafting an epic hero’s journey or building intricate fictional worlds—it’s about influencing action and shifting mindsets. Unlike fiction, where the goal is often entertainment or emotional resonance, marketing storytelling is designed to capture attention, build trust, and drive conversions. The best marketing frameworks focus on presenting relatable problems, emotional connections, and clear solutions that encourage readers to engage, whether that means clicking a link, signing up for an email list, or making a purchase.

Marketing storytelling frameworks are structured to make messages concise, persuasive, and outcome-driven. These frameworks guide readers through a natural flow of curiosity, tension, and resolution—mirroring elements of fiction but adapting them for short-form, high-impact content. Whether used in emails, ads, blog posts, or social media, these storytelling techniques help brands connect with audiences, highlight the value of a product or service, and most importantly, inspire action.

AIDA (Attention-Interest-Desire-Action)

Used in: Sales pages, advertisements, email subject lines

Structure:

• Attention: Start with a bold statement, statistic, or story.
• Interest: Build curiosity with a compelling fact or pain point.
• Desire: Show how your product/service transforms the reader’s situation.
• Action: End with a strong call to action.

Best for: Capturing attention quickly and leading readers toward action.

Not best suited for: Long-form storytelling that requires deep character arcs.

Before-After-Bridge (BAB)

Used in: Blog posts, testimonials, case studies

Structure:

• Before: Describe a relatable struggle.
• After: Paint a picture of life after using your product/service.
• Bridge: Explain how your product/service makes that transformation possible.

Best for: Showing transformation and emotional impact.

Not best suited for: Immediate action-driven content like ads.

Star-Story-Solution

Used in: Social media marketing, email marketing

Structure:

• Star: Introduce a hero (customer, relatable figure, or you).
• Story: Tell a compelling, emotionally engaging struggle.
• Solution: Reveal how your product/service changed everything.

Best for: Story-driven marketing that builds trust.

Not best suited for: Highly technical, data-driven content without a narrative.

The 3 E’s: Empathy, Education, Empowerment

Used in: Relationship-building emails, blog content, customer engagement campaigns

Structure:

• Empathy: Acknowledge and validate the reader’s struggles or fears.
• Education: Provide valuable insights, strategies, or advice to help them.
• Empowerment: Offer a way forward with your product/service.

Best for: Establishing trust and credibility while making the reader feel understood and supported.

Not best suited for: Direct sales-driven content—it focuses more on nurturing relationships than immediate conversions.

Hook-Story-Offer

Used in: Sales pages, email campaigns, social media ads

Structure:

• Hook: Grab attention with an engaging statement or question.
• Story: Share a short, emotionally compelling narrative.
• Offer: Present your product/service as the perfect solution.

Best for: Captivating storytelling that leads naturally into a compelling offer.

Not best suited for: Purely informational content that does not need a call to action.

The Feel-Felt-Found Method

Used in: Sales emails, overcoming objections, customer service responses

Structure:

• Feel: Show that you understand how the reader feels.
• Felt: Share a relatable story of someone who experienced the same issue.
• Found: Reveal what they found that changed their situation (your solution).

Best for: Overcoming skepticism and building credibility through shared experiences.

Not best suited for: General content marketing—it’s more effective in direct conversations or one-on-one sales messaging.

The 9-Word Email (Dean Jackson’s Formula)

Used in: Re-engagement emails, direct sales outreach

Structure: A single, concise question addressing a customer’s interest or previous engagement.

• Example: “Hey [Name], are you still interested in [goal they have]?”

Best for: Quick, simple, and highly effective re-engagement or sales messages.

Not best suited for: Long-form storytelling—this method is strictly for short, direct communication.

The “You” Focused Framework

Used in: Trust-building emails, personal brand messaging, nurturing sequences

Structure:

• You: Start with the reader’s emotions, challenges, or desires.
• Them: Reinforce how they’re not alone in this struggle.
• Us: Share how you/your brand understands them and has a solution.

Best for: Creating deeply personal, customer-centric emails that foster trust.

Not best suited for: Highly structured corporate messaging that focuses on the company rather than the individual reader.

Emotion-Logic-Trust (ELT) Framework

Used in: Persuasive email sequences, sales pages, and brand storytelling

Structure:

• Emotion: Start with an emotional appeal (story, fear, desire).
• Logic: Support with data, proof, or benefits.
• Trust: End with testimonials, guarantees, or social proof.

Best for: Appealing to both emotional and rational buyers to create a well-rounded persuasive argument.

Not best suited for: Short-form, quick-action content—this framework requires enough space to build a compelling case.

Start Somewhere and Iterate

Understanding storytelling frameworks is the first step—applying them is where the magic happens. Whether you’re crafting a novel, a screenplay, an email sequence, or a landing page, choosing the right structure ensures your writing is engaging, clear, and purpose-driven. Fiction writers can use models like the Three-Act Structure, Hero’s Journey, or Four-Part Story Structure to create compelling character arcs and well-paced narratives. Meanwhile, marketers and content creators can rely on PAS, AIDA, or Hook-Story-Offer to grab attention and drive action.

No matter what kind of writing you do, these frameworks provide a roadmap to keep your audience engaged from start to finish. The key is to experiment, adapt, and refine—storytelling is both an art and a skill, and the more you practice using these models, the more intuitive they become. So whether you’re plotting your next novel or crafting the perfect sales email, let storytelling structure guide your words and make your message unforgettable.

Looking for books on story structure? Here are my top 3 favorites.