The 3 Act Structure: How To Use Story Structure For Your Business

Joyce Bloemker, with two horses in a green field. Text: Equine Business Magazine, article on story structure for business. — Joyce Bloemker

Stories are everywhere, from barn gossip to TV shows to books to marketing. Stories are how humans make sense of the world, how we relate to others, and how we express our hopes and dreams. Although everyone has told a story before, not everyone realizes they follow strict structures.

Every story has a beginning, middle, and end. This is the essence of the three act structure that most stories follow. No matter how long or short a story is, using this framework guarantees a story that readers can connect with.

Beginning: Act I

The beginning of a story is where the set up happens. The time, place, world, and character(s) are introduced to the audience. Then the problem that the main character will deal with is introduced.

Open book with glasses, floral cup on a tray, and lilac flowers in a vase. Light, cozy setting with a peaceful mood.

Middle: Act II

The main character faces situation after situation that arises from the problem introduced in the beginning of the story until they come to a point where they must make a choice on how to face the problem in a new way, shifting their perspective and how they take action.

Hands hold an open book above green grass, text is visible. Sunlight casts a warm glow, creating a peaceful and serene mood.

End: Act III

The main character takes action on the choice they made in the middle and solves the problem posed in the beginning. A “new normal” is established, and all loose ends come to a close.

Hands typing on a silver laptop in a bright, minimalistic setting with a white background. The screen shows blurred text.

Stories and Business

Most pieces of copy written for business should follow this framework to engage the audience as much as possible. Use this structure to explain how the business started, why you love your job, and how what you do benefits your clients.

The three act structure is a basic formula for telling a story readers will understand. It can be used in social media posts, website copy, email marketing, product promotion, and articles (like this one!).

Not every piece of writing needs to be long to accommodate this structure. A full story can be told in six words, but most of the time the audience wants more. 50 words can be enough to tell an effective story.

As always, keep your audience in mind. Use a setting and character familiar to them, and set the problem for the main character as something you and your business can help them solve.

Joyce Bloemker holds a notebook, leaning against a rusty trailer in a grassy field. Books and flowers on fender. — Joyce Bloemker

Conclusion

Although not every story follows the three act structure, it is a great framework to use for business. It is easy to use, familiar to the audience, and straightforward. Incorporating this structure into all your writing can strengthen your storytelling skills and impact your reader’s emotions on a deeper level.

Try using this structure for your next article or social media post.

Joyce Bloemker

Joyce Bloemker is a lifelong reader and horse lover. She has completed her BA in Creative Writing and English from Southern New Hampshire University. She is a developmental and line editor specializing in equestrian fiction and has recently released her debut book, Ember's Cross. You can learn more about Joyce at LegUpBookEditing.com or email her at Bloemker.joyce@gmail.com. Find Joyce on Instagram and FaceBook at Leg Up Book Editing.