A heroic warrior on horseback, cloaked in medieval armor, evokes transformation and courage amidst a lush, mysterious forest. A visual metaphor for timeless story arcs.
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The classic story arc. Why the Hero’s Journey and three acts still work

ByJohanna

We don’t crave novelty. We crave resolution. You rolled your eyes. Another Hero’s Journey. Another three-act story arc. Another startup founder sharing how rock bottom was actually the best thing that ever happened to them. In a marketing world obsessed with breaking the rules, there’s a new kind of cliché: the one where we dismiss…

The word 'confidential' in red behind a black background with a rip to let the word out.
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7 contraband copy techniques I just made up (but you’ll want to steal immediately)

ByJohanna

You’ve done the things. You’ve read the swipe files. Your copy is clean. Polished. Optimized. And it’s still not cutting through. It’s good, but not dangerous. It converts, but doesn’t haunt. This post is for that moment. When you’re good. But tired. And ready to tear something down. Not frameworks. Not swipeable templates. These are…