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.
It stands for 𝘼𝙣𝙙, 𝘽𝙪𝙩, 𝙏𝙝𝙚𝙧𝙚𝙛𝙤𝙧𝙚.
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 𝗦𝗮𝗹𝗲𝘀 𝗙𝘂𝗻𝗻𝗲𝗹 𝗣𝘂𝘇𝘇𝗹𝗲 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).
𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝘀𝗼𝗺𝗲 𝗺𝗼𝗿𝗲 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀 𝘁𝗼 𝗴𝗲𝘁 𝘁𝗵𝗼𝘀𝗲 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗷𝘂𝗶𝗰𝗲𝘀 𝗳𝗹𝗼𝘄𝗶𝗻𝗴:
“I thought I had my dream job 𝗮𝗻𝗱 was excited to start my career, 𝗯𝘂𝘁 I quickly realised that the company culture was toxic and stifling, 𝘁𝗵𝗲𝗿𝗲𝗳𝗼𝗿𝗲 I decided to start my own business to create a healthier work environment.”
“I was passionate about environmental activism 𝗮𝗻𝗱 wanted to make a difference in my community, 𝗯𝘂𝘁 I didn’t know where to start or how to get involved, 𝘁𝗵𝗲𝗿𝗲𝗳𝗼𝗿𝗲 I reached out to local organisations and started volunteering to create positive change.”
“I struggled with self-doubt 𝗮𝗻𝗱 imposter syndrome and felt like I wasn’t living up to my potential, 𝗯𝘂𝘁 I started working with a coach and learning new skills, 𝘁𝗵𝗲𝗿𝗲𝗳𝗼𝗿𝗲 I was able to launch my own business and achieve success beyond my wildest dreams.”
“I wanted to write a book 𝗮𝗻𝗱 share my ideas with the world, 𝗯𝘂𝘁 I struggled with writer’s block and self-doubt, 𝘁𝗵𝗲𝗿𝗲𝗳𝗼𝗿𝗲 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!
