The structure of a compelling marketing story closely mirrors the underlying structure found in great works of literature and film. At its core, there needs to be a complication or conflict that disrupts the normal state of affairs. The story then follows the protagonist's journey to resolve this conflict and (hopefully) return to a new normal by the conclusion.
Even though creativity can disrupt certain story conventions, you still need to understand those established story structures deeply. The classic three-act or five-act narrative arcs have stood the test of time because they align with how our brains naturally process and connect with stories.
In the first act, you establish the normal world and introduce the protagonist and other main characters. Then the inciting incident occurs that sparks the central conflict. The second act develops this conflict, with tensions and stakes steadily rising towards a climax. Finally, the third act brings the climax and ultimate resolution of the conflict.
Within each larger act, you build out the story through individual scenes that follow their own micro-version of this narrative arc structure. Each scene needs its own specific tension or driving question to hook the audience and propel the story forward.
The key is artfully balancing moments of conflict and complications with moments of relief and resolution. You cannot just show constant happiness without any problems to overcome. Audiences disengage without that narrative tension to latch onto. But you also cannot solely dwell on the negative without providing an emotional release.
Structure alone is not enough though. You need authentic, emotional details and character moments to make the story unique and resonant. But getting the fundamental story architecture right provides a rock-solid narrative backbone to build those memorable specifics around.