The stories in Chick tracts often follow a set formula:
- Setting the stage: the characters and situation are introduced. The situation involves the central theme of the comic.
- Exposition: a narrator character explains why another character is mistaken or wrong, and/or explains God's plan of salvation, with many references to the Bible.
- Repentance and/or damnation: one common ending has a main character die; he or she appears before God to be judged, and is condemned to Hell. In another common ending, one of the main characters turns to Jesus and is saved.
The last page of each comic is always the same. It says:
- THE BIBLE SAYS THERE'S ONLY ONE WAY TO HEAVEN!
- Jesus said, "I am the way, the truth, and the life; no man cometh unto the Father, but by me." Template:John 14:6
- NOBODY ELSE CAN SAVE YOU. TRUST JESUS TODAY!
- "That if thou shalt confess with thy mouth the Lord Jesus, and shalt believe in thine heart that God hath raised him from the dead, thou shalt be saved." Rom. 10:9
- WHAT TO PRAY
- Dear God, I am a sinner and need forgiveness. I believe that Jesus Christ shed His precious blood and died for my sin. I am willing to turn from sin. I now invite Christ to come into my heart and life as my personal Saviour.
- Did you accept Jesus Christ as your own personal Saviour?
- Yes ( ) No ( )
- Date _________
- If you trusted Jesus as your Saviour, you have just begun a wonderful new life with Him. Now:
Certain themes appear over and over in Chick tracts, including:
- Catholicism (Man in Black)
- Evolution (Big Daddy?)
- Homosexuality (Birds and the Bees)
- The importance of faith and the insufficiency of good works (Gun Slinger)
- Islam (Men of Peace?)
The main argument Chick uses, practically to the exclusion of all others, is avoidance of hell.
Chick tracts have clearly-defined "good guys" and "bad guys". "Good guys" are inevitably handsome, and "bad guys" are always unattractive, often cartoonishly so.