copywriting
Marketing copy for homepages, landing pages, pricing pages, and other conversion-focused web pages.
Story structure, voice development, and narrative craft for AI-assisted writing
Full skill instructions
Craft compelling narratives with proven structures and techniques
This skill provides frameworks for developing stories, characters, and distinctive voices—whether for fiction, content marketing, or product narratives.
Every compelling narrative follows recognizable patterns. Understanding these patterns allows you to innovate within them.
A distinctive voice makes writing memorable. Develop it intentionally, not accidentally.
Let readers experience before explaining. The most powerful writing creates feelings before understanding.
Classic structure for transformational stories.
┌─────────────────────────────────────────────────────────────────┐
│ THE HERO'S JOURNEY │
└─────────────────────────────────────────────────────────────────┘
ORDINARY WORLD SPECIAL WORLD
─────────────────────────────────────────────────────────────────
│ │
▼ │
┌─────────┐ │
│ 1. The │ │
│ Ordinary│ │
│ World │ │
└────┬────┘ │
│ │
▼ │
┌─────────┐ │
│ 2. Call │ │
│ to │ │
│Adventure│ │
└────┬────┘ │
│ │
▼ │
┌─────────┐ │
│ 3.Refusal│ │
│ of Call │ │
└────┬────┘ │
│ │
▼ │
┌─────────┐ │
│ 4.Meeting│ │
│ Mentor │ │
└────┬────┘ │
│ │
└───────────────┐ │
▼ │
┌─────────────┐ │
│ 5. Crossing │ │
│ Threshold │──────────────┘
└──────┬──────┘
│
▼
┌─────────────┐
│ 6. Tests, │
│ Allies, │
│ Enemies │
└──────┬──────┘
│
▼
┌─────────────┐
│ 7. Approach │
│ to Inmost │
│ Cave │
└──────┬──────┘
│
▼
┌─────────────┐
│ 8. Supreme │
│ Ordeal │
└──────┬──────┘
│
▼
┌─────────────┐
│ 9. Reward │
└──────┬──────┘
│
┌───────────────┘
│
▼
┌─────────┐
│10. Road │
│ Back │
└────┬────┘
│
▼
┌─────────┐
│11.Resurr│
│ection │
└────┬────┘
│
▼
┌─────────┐
│12.Return│
│ with │
│ Elixir │
└─────────┘
Stage Details:
Versatile framework for most narratives.
ACT I ACT II ACT III
(25%) (50%) (25%)
─────────────────────────────────────────────────────────
Setup Confrontation Resolution
┌─────────────┐ ┌─────────────────────┐ ┌───────────┐
│ - Hook │ │ - Rising action │ │ - Climax │
│ - World │ │ - Obstacles │ │ - Falling │
│ - Character │ │ - Growth │ │ action │
│ - Conflict │ │ - Midpoint shift │ │ - New │
│ intro │ │ - All is lost │ │ normal │
└─────────────┘ └─────────────────────┘ └───────────┘
Key Points:
│ │ │ │
▼ ▼ ▼ ▼
Inciting First Plot Midpoint Second Plot
Incident Point Twist Point
(12%) (25%) (50%) (75%)
Simplified monomyth in 8 steps.
YOU (1)
│
┌─────────┴─────────┐
│ │
CHANGE (8) NEED (2)
│ │
│ ┌───────┐ │
│ │ │ │
│ │ ZONE │ │
RETURN (7)─┤ OF ├─GO (3)
│ │COMFORT│ │
│ │ │ │
│ └───────┘ │
│ │
PAY (6) SEARCH (4)
│ │
└─────────┬─────────┘
│
FIND (5)
1. YOU - Character in their zone of comfort
2. NEED - But they want something
3. GO - They enter unfamiliar situation
4. SEARCH - Adapt to it
5. FIND - Get what they wanted
6. PAY - Pay a heavy price for it
7. RETURN - Return to familiar situation
8. CHANGE - Having changed
Determine your story's focus and structure.
| Type | Opens With | Closes With | Focus |
|---|---|---|---|
| Milieu | Enter a place | Leave that place | World/setting |
| Idea | Question posed | Question answered | Mystery/learning |
| Character | Dissatisfied self | New equilibrium | Identity/growth |
| Event | Status quo disrupted | New status quo | Action/plot |
Four dimensions that create compelling characters.
WANT
(External Goal)
│
│
┌───────────┼───────────┐
│ │ │
│ │ │
FEAR ├───────────┼───────────┤ NEED
(What holds │ (Internal
them back) │ Goal)
│ │ │
│ │ │
└───────────┼───────────┘
│
│
WOUND
(Origin of Fear)
Example:
Character: Marcus, reluctant hero
Want: "To be left alone and run my bookshop"
Need: "To find belonging and purpose"
Fear: "Being responsible for others' suffering"
Wound: "Caused his sister's death through negligence"
Dynamic: Marcus's want (isolation) and need (belonging)
are in direct conflict. His fear prevents him
from what he truly needs. The story forces him
to confront this through events that require
him to take responsibility for others.
What makes a character's voice distinctive:
Voice Components:
Vocabulary:
- Education level (sesquipedalian vs simple)
- Regional influences (y'all, wicked, hella)
- Professional jargon (legal, medical, tech)
- Era-specific terms (groovy, based, lit)
Rhythm:
- Sentence length patterns (short, punchy vs flowing)
- Pause patterns (em-dashes, ellipses, periods)
- Question frequency
- Exclamation usage
Perspective:
- Optimist vs pessimist
- Internal vs external focus
- Past vs future orientation
- Self vs other focus
Quirks:
- Catchphrases
- Verbal tics (you know, like, basically)
- Topics they always return to
- Things they never mention
Use psychological traits to build consistent characters.
| Trait | Low | High |
|---|---|---|
| Openness | Practical, conventional | Creative, curious |
| Conscientiousness | Flexible, spontaneous | Organized, disciplined |
| Extraversion | Reserved, solitary | Outgoing, energetic |
| Agreeableness | Challenging, detached | Cooperative, trusting |
| Neuroticism | Calm, secure | Anxious, volatile |
Voice emerges from consistent choices across these dimensions:
Voice Framework:
Formality Spectrum:
Casual ←──────────────────────→ Formal
"Hey!" ←──────────────────────→ "Greetings"
Complexity Spectrum:
Simple ←──────────────────────→ Complex
"It's hot" ←──────────────────→ "The ambient temperature..."
Distance Spectrum:
Intimate ←──────────────────────→ Distant
"Between us..." ←──────────────→ "One might observe..."
Pace Spectrum:
Staccato ←──────────────────────→ Flowing
"Stop. Think. Act." ←────────→ "And as the moment unfolds..."
Emotional Range:
Restrained ←──────────────────→ Expressive
"That's unfortunate" ←───────→ "This is devastating!"
Voice Pattern: [Name]
# Sentence Starters (common openers)
- [Pattern 1]
- [Pattern 2]
- [Pattern 3]
# Transitional Phrases
- [Phrase 1]
- [Phrase 2]
# Emphasis Patterns
- How do they stress importance?
- What punctuation do they favor?
# Forbidden Patterns
- Things this voice would NEVER say
- Words that break character
# Rhythm Example
[Write a sample paragraph demonstrating the voice]
Common patterns to eliminate for authentic voice:
AI Patterns to Avoid:
Over-qualification:
Bad: "It's important to note that..."
Good: [Just say the thing]
Excessive hedging:
Bad: "This could potentially be seen as..."
Good: "This is..." or "This might be..."
List dependency:
Bad: "First... Second... Third... Finally..."
Good: [Vary structure, integrate points]
Empty transitions:
Bad: "Moving on to the next point..."
Good: [Direct connection or none]
Overly balanced:
Bad: "On one hand... on the other hand..."
Good: [Take a position, acknowledge nuance naturally]
Superlative stacking:
Bad: "Incredibly powerful and remarkably effective"
Good: "Effective" or "Powerful"
Every scene must accomplish at least two:
Scene: [Name]
Setup:
POV: Who experiences this?
Location: Where?
Time: When?
Characters Present: Who's here?
Goal: What does POV character want in this scene?
Conflict:
Obstacle: What prevents the goal?
Stakes: What happens if they fail?
Resolution:
Outcome: Success / Failure / Partial / Complicated
Change: How is situation different at scene end?
Hook: What pulls reader to next scene?
Beats:
1. [First beat - typically establishing]
2. [Second beat - complication]
3. [Third beat - escalation]
4. [Fourth beat - turning point]
5. [Fifth beat - resolution/hook]
Dialogue Principles:
Subtext Over Text:
- Characters rarely say exactly what they mean
- Conflict lives between the lines
- Let readers infer
Distinct Voices:
- Each character speaks differently
- Remove dialogue tags; can you tell who's speaking?
- Vocabulary, rhythm, concerns should vary
Compression:
- Cut pleasantries unless characterizing
- Enter scenes late, leave early
- Every line should work
Action Beats:
- Replace "said" with meaningful action
- Show emotion through physicality
- Pace with beats
Example:
Bad:
"I'm really angry at you," she said angrily.
Better:
Sarah's coffee cup hit the table. "You knew."
Classic framework for persuasive content.
PROBLEM
│ Identify the pain point
│ "Are you struggling with X?"
│
▼
AGITATION
│ Twist the knife (empathetically)
│ "And isn't it frustrating when..."
│
▼
SOLUTION
Present your answer
"Here's how to fix it..."
Show transformation.
BEFORE
│ Current painful state
│
▼
AFTER
│ Desirable future state
│
▼
BRIDGE
How to get there
Attention → Interest → Desire → Action
Attention:
- Hook that stops the scroll
- Unexpected opening
- Bold claim or question
Interest:
- Story that illustrates the point
- Data that surprises
- Insight that reframes
Desire:
- Benefits clearly stated
- Social proof
- Future pacing
Action:
- Clear next step
- Low friction
- Urgency without manipulation
Craft:
Voice:
Character (if applicable):
Technical:
"Story is the most powerful technology humans have ever created. Use it wisely."
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