Stage 2 · Lesson 2 of 6
A simple story structure
Even a 15-second ad or a single image tells a story. A common ad shape is problem, product, proof, : show the pain, show what solves it, show why to believe it, then say what to do next. Explainers often follow what it is, how it works, why it matters.
A tells a story in one frame: a situation and a reason to want to know more. The call to action, or CTA, is the one thing you want the viewer to do, such as shop now or learn more. Write the story in plain sentences before touching any tool.
Common trapgenerating first and trying to find a story in the clips afterwards, which is slow and expensive.
A question to check yourself, an AI practice session and 1 cheat sheet entry come with the full roadmap. Unlock
Resources for this stage
Start with· follow one of these
- GuideFreeGoogle Fonts Knowledge
Google Fonts · Beginner
Free, short lessons on choosing and using type, from Google Fonts: readable text on every asset
- BookPaidRefactoring UI
Adam Wathan and Steve Schoger · About $99
Practical rules for hierarchy, spacing, colour and contrast that apply straight to ads and thumbnails