From Screenwriting to Marketing: The 3-Act Structure for Campaign Success
Before I became a marketer, I studied to be a screenwriter. One of the first things I learned was the power of story structure. While each structure serves a purpose, my favorite has always been the 3-act.
Although my screenwriting dreams are on pause, I’ve found that the 3-Act structure translates beautifully into marketing campaigns and content strategies. At its core, the best marketing is the strongest story—just like the best screenplays, it’s designed to connect deeply with the audience. We owe them that, especially if we’re ultimately asking them to invest in our product or idea.
When we can successfully bridge the gap between conflict and resolution, we’re not just promoting a product—we’re providing value, building trust, and earning respect. This makes the decision to buy from us feel natural and good.
Here’s how you can apply the 3-Act structure to create compelling, narrative-driven marketing campaigns that truly resonate with your audience.
Act I: Establishing the Status Quo
Every story begins by grounding us in the protagonist's world, establishing their daily life and values while hinting at the stakes. There’s usually an obvious problem.
In The Walking Dead, the friendly police officer, Rick Grimes, hints at having marital troubles. In How To Get Away with Murder, the first time we meet an aspiring law student, he’s burying a body with his peers. The opening fifteen minutes in both shows set the stage for the characters’ lives and challenges, giving us a chance to invest in their journey—or move on to something else.
When would we invest? When our connection to what’s important to them is deep enough.
It’s the same in marketing. The only difference is that the “protagonist” is our customer. The start of any campaign should reflect their current situation and challenges in relation to our product. Once we find this, we’ll tell it over and over in different ways.
Tactics to Create an Engaging Hook:
Define the Problem: Begin by highlighting a relatable problem your audience faces. Something they’d be able to recognize like the washing machine eating their socks or the anxiety around introducing a new partner to friends. This draws them in, making them feel like this content is specifically for them and worth their attention.
Identify the Protagonist: Use visual or audio cues that help the viewer see themselves in the story. For example, if your audience is football players, you could have your narrator sound like the annoucer. If your audience is mothers, the opening scene could take place at the school’s carloop. Showing, instead of telling, saves you a lot of time in the storytelling process.
Be Concise and Transparent: Don’t tease—be clear about what viewers will gain from watching your content. Titles like 'How I Moved Out of My Parent’s Basement' or 'A Day in the Life of a Corporate Zillennial' are simple yet powerful hooks that set clear expectations and draw viewers in.
Act II: Raising The Stakes
Once the status quo is established, the story often introduces an external catalyst that disrupts the protagonist’s life. This incident creates a fork in the road, forcing the character to choose between staying comfortable or embarking on a journey.
In The Walking Dead pilot, Rick is shot then wakes up alone in a zombie-infested hospital. In How to Get Away with Murder, Wes is selected by Annalise to join her elite defense team, setting the stage for the intense challenges ahead. Both of these moments start the series of events that lead the protagonists closer, or away from, their goals.
A recent marketing example from a pet store perfectly illustrates the concept of the inciting incident. A young woman is enjoying a tranquil morning, tending to her garden, when she catches sight of her dog eyeing a puddle of mud. Before she can intervene, he dashes inside, turning her serene morning into chaos.
In marketing, the 'inciting incident' serves as the campaign's driving force—it's the unique trigger that compels your audience to take action.
Tactics to Create a Strong Inciting Incident
Focus on the stakes: During sales calls, I always ask, “what happened for you to become interested in buying my services?” This question reveals what’s at stake for the individual. While I use it as a qualifying question, in my marketing, it serves as a catalyst—reminding the audience why it's crucial for them to engage with my content.
Leverage Emotional Triggers: Evoke strong emotions related to your audience’s experiences, whether joy, frustration, or nostalgia. This creates urgency and compels viewers to engage with your content. For instance, share relatable scenarios that highlight pain points your product solves, paired with impactful messaging or imagery.
Craft Relatable Scenarios: When positioning the inciting incident, focus on the real experiences of people during their buying journey rather than fictional anecdotes. This authenticity can uncover problems or needs your audience may not have realized they had, creating a stronger connection and making your message more compelling.
ACT III: The Resolution
At this point, the protagonist has left their status quo, driven by the inciting incident toward their main desire. The story builds to its climax, where tensions peak and the stakes are highest. Will the protagonist triumph, or will it end in tragedy?
This is where Act III begins. Here, the consequences of their choices unfold, bringing the story’s conflict to a close. In The Walking Dead pilot, Rick reunites with his family and a group of survivors. In How to Get Away with Murder, it’s revealed that Wes and the other students have joined Annalise’s elite defense team. While these stories continue, each episode reaches a satisfying conclusion.
As a business leader, this is your moment to shine. It’s the perfect opportunity to show how your product or service is the key to resolving your audience’s main problem. For example, buying your vacuum means effortlessly cleaning muddy paw prints from the carpet, so they can get back to gardening without worry.
A well-crafted resolution not only highlights the value of your offering but also strengthens the emotional connection with your audience, positioning you as the solution they’ve been searching for.
Tactics to Craft a Compelling Resolution:
Showcase Transformation: Demonstrate how your audience’s life improves with your brand through before-and-after scenarios or testimonials that clearly illustrate the positive impact of your product or service. This reinforces your value and strengthens the emotional connection with your audience.
Use a Strong Call to Action (CTA): After delivering the resolution, guide your audience to the next step with a clear, compelling CTA. Whether it’s visiting your website, signing up, or purchasing, a well-placed CTA ensures the momentum translates into real action.
Show the Alternative: Don’t shy away from illustrating what’s at stake if your audience doesn’t take action. Revisit the stakes from the inciting incident and highlight the risks of inaction to underscore why your solution is essential.
By thoughtfully crafting your resolution, you not only provide closure to the story but also encourage your audience to take meaningful action, transforming their experience from viewer to customer.
