Learn how to write captivating manifestos without going insane.
Mastering Structure is a self-paced course through the six structures behind powerful brand manifestos. Stop staring at the blank page and start crafting pieces that sell work, inspire teams, and change culture.
One-time payment. Lifetime access. 100% guaranteed.
Who it's for
Anyone who is called on regularly to write powerful manifestos that need to captivate, motivate, and inspire. People who have to write with power and need a proven system that’s been tested by over 100K writers.
✓ Copywriters
✓ Creative Directors
✓ Strategists
✓ Creative Directors
✓ Strategists
✓ Team Leaders
✓ Founders
✓ Coaches
✓ Founders
✓ Coaches
What's inside
Six shapes, 22 video lessons, one complete system. Built from years of writing brand manifestos for Apple and Meta, dissecting hundreds of great scripts, and building ManifestoWriting.com.
Section 1: The U Shape — For Creating Emotion
The script most likely to get applause in the room. A fantastic tool for getting your execs, clients, and audience emotionally invested in your solution.
Full walkthrough The Big Issue's "Cold”
Section 2: The S Shape — For Establishing Ideas
The epic structure. We’ll talk about everything you need to nail it. Mastering this one shape gives you the power to launch ten year campaigns.
Full walkthrough: Miller's "This Is the High Life”
Section 3: The Z Shape — For Making One Point Well
The structure I turn to when I need to write a manifesto fast. Quick tension, quick POV, lots of examples. The most likely to become a 60 second script.
Full walkthrough: Nike's "Dream Crazy”
Section 4: The W Shape — For Trips, Tales & Tours
The structure to turn to when you need to do a lot of business. We’ll cover everything you need to make people like you for teaching them stuff.
Full walkthrough: Volkswagen's "Lemon”
Section 5: The E Shape — For Parallel Structures
The most common structure for teams, founders, and philosophies. There’s no safety net on this thing, but it’s also the most likely to be hung on a wall.
Full walkthrough: Coca-Cola's "For Everyone”
Section 6: The J Shape — For Delightful Misdirection
The rarest shape, and the one audiences love most. These scripts have an incredible power to make people excited every time they see it.
Full walkthrough: Krispy Kreme’s "Donuts Are Bad for You”
What's included
- 22 Video Lessons: Over 2.5 hours of hands-on tutorial of every shape, with commentary and tangents
- The Cheat Sheets: A premium version of the exact same reference I keep on my desk every time I write
- Linked Library: Featuring every manifesto to read the originals, along with detailed lecture notes
- Priority Feedback: Get priority response to emailed questions, with personal feedback within 48 hours
Bonuses
- Free Ebook: “The Manifesto Writing Guide to Structure” for Kindle or e-readers
- Lifetime Updates: Receive free access to all Structure courses I create in the future
About the instructor
I learned the power of manifestos while working as a copywriter and creative director for two Fortune 50 brands. I also learned how ludicrously hard they are to write when you have no idea what you’re doing. For the last 3 years, my personal system and ManifestoWriting.com has helped over 100K writers craft better manifestos. Mastering Structure is the most in-depth, hands-on resource I’ve ever created and I’m thrilled to share everything I know.
Common questions
Who is this for?
Anyone who has to turn a point of view into a manifesto, whether you write them constantly or are staring at your first one. I’ll provide you with all the tools you need to structure powerful manifestos every time.
I'm brand new. Will it still help?
Yes. The lessons are as valuable for someone just starting out as those who have been struggling with manifestos for years. It may take some time to understand the naming structure (e.g., “The U Shape”), but the content will serve you well regardless of where you’re starting.
How long does it take?
The course takes 2:45 hours to watch all 22 video lessons. However, each section also comes with homework assignments at the end. I encourage you to read (or better yet, rewrite) and work through each manifesto we cover step-by-step.
Is this just a list of templates?
No. You'll learn the structures deeply enough to adapt them, break them, and combine them. However, you will receive a premium set of Cheat Sheets not available anywhere else. These are modified versions of the ones I use in my own practice every day.
What about refunds?
My course is 100% guaranteed to help you master the craft of brand manifesto structure. If you feel the course has fallen short of that in any way, you can get a full refund at any time.
Can I read the manifestos you reference?
Yes. Every script in the course is linked to its full transcript in the archive at ManifestoWriting.com, so you can study and watch the originals. You can also find a list of the most valuable manifestos to study in each Shape on the cheat sheets.
Ready to stop staring at the blank page?
I spent years staring at a blinking cursor having no idea how to progress my idea down the page. Turns out, great manifestos aren’t luck. The structures are dependable, learnable, and infinitely flexible. I’m excited to take you through them step by step.