Storytelling

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Although I know that this is only tangentially related to /ic/ I still think it might be worth having a thread about it: How does one tell a good story?
Most people who want to draw their own comic put all of their efforts into practicing their drawing skills but don't know what to do once they have to come up with a rough script. This thread is there to fix that. Let's talk about storytelling, writing in general, helpful resources and more.
Personally I'm curious about which literature on the subject you guys consider the most helpful. So far I have only read Invisible Ink by Brian McDonald and found the concept of the "armature" of a story quite insightful.