The Business of Story – The ABT’s of Storytelling

Here’s What You Get:

A clear message is critical to building trust with your ideal audience. But you’re not connecting like you could because your story is muddled. Now you can accelerate your impact using the ABT (And, But, Therefore) agile narrative framework.

What Storytelling Role Best Describes You?

• A driven business leader who must have your messages land right the first time, every time, to motivate and move your people.
• An effective learning and development professional who wants to elevate the communication skills of your people by creating a common storytelling language throughout the enterprise.
• An ambitious middle manager who wants to accelerate success by connecting more deeply with your colleagues and customers.
• A top sales executive who needs greater focus in your presentations to convince and convert prospects quickly.
• A creative marketing professional who wants to hack through the noise and hook the hearts of your audiences.
• A dynamic sales enablement director who must bridge the gap between marketing hyperbole and the effective stories your sales team actually needs to tell.
• An influential content marketer who hopes to 10x your online engagement.
• A caring human resource director who wants to advance your diversity, equity and inclusion initiatives by sharing your peoples’ stories.
• An inspiring business coach or consultant who wants to make a bigger impact with your clients.
• A captivating speaker who must win over an audience with every keynote.
• An eager job seeker who requires a more compelling cover letter and interview techniques.
• An achieving college student who seeks higher grades on your papers while preparing for your job search communications.
• A promising high schooler who will wish you had learned about the ABT in the third grade (like me) because your term papers are now earning A’s.

The And, But & Therefore (ABT) agile narrative framework works because it uses the three forces of story of agreement, contradiction and consequence.

Our primal problem-solving, decision-making, buying limbic brain adores this story structure because it makes complex messages simple to “get”.

In less than one hour through three surprisingly fun sessions filled with inspiring examples, you will learn how the applied science and bewitchery of the ABT to enchant your audiences and excite them to action.

But you have to understand the magic to cast the spell.

Here’s how we quickly equip you…

Course curriculum

• ABT 101: Clarify Your Message for Speed to Meaning
  • The Powerful Three-Word Story Crafting Process
• ABT 201: Arouse and Fulfill for Speed to Influence
  • The ABT is Short and Sweet But Tricky, Therefore…
• ABT 301: Agile Communications for Speed to Impact
  • How to Make Your Message Land Right the First Time
  • Seven Questions to Test Your ABT Skills

20+ Ways to Leverage The ABT:

1. First, use the ABT as a story-listening tool to build trust with your audience.
2. Focus your presentations from your audience’s point of view for impact.
3. Launch a virtual meeting with a bang.
4. Craft more compelling emails that actually trigger a response.
5. Share crystal clear brand stories.
6. Turn your data into drama to take the *numb* out of your numbers.
7. Elevate your LinkedIn bio to grab attention.
8. Dramatically increase engagement with your Tweets.
9. Make your Instagram photos worth several thousands of words.
10. Tantalize your TikTok followers.
11. Generate more Facebook fame.
12. Overcome objections.
13. Win contract negotiations by persuasively stating your case.
14. Confidently cut to the chase when your boss only gives you five minutes to sell your idea.
15. Create a common storytelling language to amplify the impact of your teams.
16. Produce a compelling story arc for your long-form communications that transports your audience from their world into yours.
17. Bridge the gap between marketing hyperbole and sales stories that convert.
18. Build your narrative intuition to make all of your communications more persuasive.
19. Simplify a complex message.
20. Get your kid to eat their peas.