Within the Three Acts there are six PLOT POINTS, or key events, that change or complicate the action.

CATALYST: Your story starts out in balance and the catalyst upsets the balance. This turmoil is what gives your story direction.

BIG EVENT: The event that changes the main characters life in a major way.

PINCH: Plot twist and point of no return for your main character, where motivation is strengthened and what they have to do is made perfectly clear.

CRISIS: Event forces the crucial decision for the lead character; typically where it seems all is lost.  Continue Reading →

Tips on writing subjective copy — subjective copy breeds mistrust; allow the user to come to subjective conclusions on their own.

Style is not how you write. It is how you do not write like anyone else.
— Charles (“Father Goose”) Ghigna

Writing is the only profession where no one considers you ridiculous if you earn no money.
— Jules Renard