Structure
Pick the post architecture that makes the idea easiest to grasp.
reat writers don't pick words first. They pick shapes.
Match the shape to the idea
A single moment with one takeaway is a Story → Lesson. Three steps a reader can copy is a Framework. A challenge to a common belief is a POV. Trying to force a Framework onto a Story (or vice versa) is why posts feel off. Pick the shape and the sentences almost write themselves.
One idea per post
Every post tries to add a second idea before the first one has landed. Resist it. If you have two ideas, you have two posts. The reader will remember one thing at most; make sure you chose which one.
The shape guides the hook
A Story hook names the moment ('A CRO told me last week…'). A Framework hook names the outcome ('How to run a 15-min discovery that closes'). A POV hook names the belief you're breaking ('Stop asking for referrals.'). Let the shape write the first line.
- One architecture picked before drafting
- One idea per post — anything extra becomes tomorrow's post
- Hook matches the chosen shape
- 'Storyframework' hybrids that lose both
- Two lessons crammed into one post
- Generic hooks that could belong to any structure