Oh, hi there.
Today I want to share a really simple but effective storytelling framework that can help you to create engaging narratives around whatever you’re working on: it’s called the ABT formula and it’s really simple but really effective.
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This powerful storytelling framework, developed by marine biologist and filmmaker Randy Olson, can help you structure your stories for maximum impact.
Here’s how it works: the ABT formula consists of three parts – ‘And’, ‘But’, and ‘Therefore’.
First, you set up your story with the ‘And’ – introducing the characters, setting, and situation. For example, ‘I started my own business after years of working for others.’
Then, you introduce the ‘But’ – the conflict or challenge that needs to be overcome. For example, ‘But I quickly realised that running a business was much harder than I anticipated, and I was struggling to attract new clients.’
Finally, you provide the ‘Therefore’ – the resolution or conclusion to your story. For example, ‘Therefore, I decided to download the free ????? ?????? ?????? guide at www.olianderson.co.uk/funnelpuzzle.’
Shameless promotion but shows how you can use this formula for your business lol!
Anyway, why is this formula so effective?
It creates a clear narrative arc that keeps your audience engaged and invested in your story. By introducing conflict and obstacles, you create tension and drama that keeps your audience on the edge of their seats (slight hyperbole but you get what I mean).
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“I thought I had my dream job ??? was excited to start my career, ??? I quickly realised that the company culture was toxic and stifling, ????????? I decided to start my own business to create a healthier work environment.”
“I was passionate about environmental activism ??? wanted to make a difference in my community, ??? I didn’t know where to start or how to get involved, ????????? I reached out to local organisations and started volunteering to create positive change.”
“I struggled with self-doubt ??? imposter syndrome and felt like I wasn’t living up to my potential, ??? I started working with a coach and learning new skills, ????????? I was able to launch my own business and achieve success beyond my wildest dreams.”
“I wanted to write a book ??? share my ideas with the world, ??? I struggled with writer’s block and self-doubt, ????????? I developed a daily writing routine and worked with an editor to craft a manuscript that has become a bestseller.”
Whether you’re sharing a personal anecdote or marketing your business, the ABT formula can help you tell compelling stories that resonate with your audience.
Give it a try and see how it can elevate your storytelling game!
