ABT ... easy as 1, 2, 3 ... you'll see ... [🐝U]

Most marketing (even stuff created by “professional” marketers & copywriters) is written from the brand/company point of view.

“Look at me”
“I have sooo many features”

It’s not very customer-centric.

In some ways, it’s a “bro-marketing” thing.

Or you might be leading with the “problem”

The PAS (Problem → Awareness → Solution) framework is common & easy to use.

But there can be challenges with that … if you’re new to marketing.

What you view as a problem may not be what your prospect sees as a problem.
& if it’s something THEY have spent a lot of time (& money) on, pointing out their mistakes leaves them defensive.

THAT is a problem!
Because if they don’t agree on the problem or get their guard up because you tell them they “screwed up.”

You’re making it harder on yourself (& your message)

You want them to nod in agreement.

That’s where Park Howell & his ABT framework come into play.

The ABT framework is explained in his book, "The Narrative Gym for Business”

Of the hundreds of books I have, it’s easily the thinnest/smallest book in my collection
But every page packs a powerful punch

That’s why today’s focus is on 3 simple words that, when used as Park teaches, are going to transform your communication.

& it doesn’t matter if you’re new to marketing or are an “A-Lister” with decades of experience

I know that sounds like exaggerated mumbo-jumbo I’ve cautioned you against
But this is legit.

… & it’s as easy as 1, 2, 3

What is the ABT?

The ABT framework is a fill-in-the-blank template for telling stories, pitching ideas, & explaining how you solve your customer’s problems without babbling on (like a brook!)

ABT stands for:
And
But
Therefore

The AND…

Starts with your audience AND what’s at stake for them.
It’s a “statement of agreement” (not necessarily a problem)
You “get them” so they’re more likely to nod & lean into your message

You don’t get stuck in a feature-filled “and-land”

👉 We do this AND we do that AND we have this feature AND also this…

It’s 1 (& only 1) in-agreement AND

BUT…

There’s a problem your customer has to overcome to get what they want/need
It’s the “contradiction” & “tension” that keeps them from achieving their goals.

THEREFORE…

You (your product or service) become the solution

Why it works …

Because the ABT’s are from the customer’s point of view.

They’re clear, concise, & cut through all the “noise” we’re inundated with … online & off

ABT is easy as 1, 2, 3 …
& you can apply it to anything
- an “elevator pitch”
- a social media post

1 sentence
1 purpose
0 fluff

You have experience & ideas that help others,
AND you probably feel frustrated when people don’t “get it,”
BUT you can’t expect clarity if you never shape your story,
THEREFORE, I challenge you to write your own ABT elevator pitch about your business right now.

That’s the intro-level application …

When you’ve got it, hit reply to this email & share it with me. 
I’d love to see what you come up with & as always, I’ll reply personally.

The true magic of the ABT …
You don’t need to use the words ... And, But or Therefore

ABT can be implied.

It’s the Framework that’s critical!

• The Gettysburg Address

• Nursery Rhymes

• Dr. King’s “I have a Dream” speech!
  (You can find these examples broken down in Park’s book)

& before you run off to your local library or try to buy a copy …

You can download the entire book (in PDF) for free from Park Howell’s “The Business of Story” website … & be sure to connect with Park Howell on LinkedIn 
(tell him EG says HI)

& to learn more ways to share stories, without having to pay for another program … check out The Story Grid newsletter.

Make it a great “ABT-filled“ week … remember it’s as easy as 1-2-3
EG

PS:

Want more free resources to learn how to write stories?

→ The Story Grid is based on 30+ years experience from a writer & editor
→ Swipe Files with cutting-edge & occasionally crazy marketing ideas to scale (for SaaS)

PPS:

PPPS:
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Find a time that fits your schedule.