Live Training with Park Howell & Randy Olson: ABT In Marketing
Applying the ABT Framework to Your Marketing:
A 6-Part Online Course
Get a Taste of the ABT Training
Learn from our participants in last Thursday’s Facebook Live Session in the Business of Story group
ABT TRAINING: 3:30
ROSS SYLVESTER ABT BUILD: 13:00
GREG HEAD ABT BUILD: 18:00
CELESTE JACROUX ABT BUILD: 23:00
Let’s Build Your ABT to Make You a More Powerful Communicator
Join us for six LIVE, one-hour online sessions with Park Howell, author of Brand Bewitchery and Dr. Randy Olson, author of Narrative is Everything.
The ABT Narrative Template (And, But Therefore) is the single most powerful framework I’ve learned to clarify your brand story AND I’ve used it to help companies grow by as much as 600%.
BUT while I’ve worked with Dr. Randy Olson – the dude who revealed the ABT to me six years ago – to refine its use in branding, we’ve never taught a course together.
THEREFORE, you will learn the applied science of storytelling from Randy Olson and the bewitchery it creates with your customers from me during this private LIVE course.
BUT THERE’S A TWIST!
Space is limited — there will be only 25 participants in this first course at an introductory rate of $100 per person (the price of admittance will increase for future courses.) Save your place NOW.
Lecture (25 min.)
ABT Build (25 min.)
Q&A (10 min.)
THE ABT IN BRANDING:
6/9 @ 1 pm (PDT)
Branding is ABT. It’s as simple as And, But, Therefore. Learn this and your communications will begin to channel the power of narrative.
6/11 @ 1 pm (PDT)
How do you incite customers to act? You make them realize what’s at stake. This is where the ABT dynamic begins.
6/16 @ 1 pm (PDT)
Ever hear a good comedian tell a great joke? Effective communication is about the specifics — it’s where the power resides.
6/18 @ 1 pm (PDT)
Know your but. We mean that in the ABT context. Your problem is your “but,” in the ABT. You must always know the problem you’re solving for.
6/23 @ 1 pm (PDT)
Distraction is everywhere. The ABT is the tool that cuts through it, giving you the ultimate goal — focus.
6/25 @ 1 pm (PDT)
In the end, business all comes down to one word — THEREFORE. As in, therefore, what does your company do? This is where you deliver your call-to-action that actually drives sales.
THE ABT BUILD:
This is a unique and original element in this training. Each participant gets their 5 Minutes of Fame before the group where they present their one-sentence ABT. Park and Randy offer up their questions, suggestions and recommendations to help strengthen the narrative structure of the ABT.
BUT THERE’S MORE. As their commentary is taking place, the other 24 participants in the course are also contributing thoughts through the chat log, giving you the simultaneous input and ideas of 26 eager individuals.
It’s a lot to take in, BUT it’s what you need. THEREFORE, what are you waiting for?
START: Tuesday, June 9, 2020
1:00 PM PDT Sharp!
To increase your growth as a confident and compelling brand storyteller, you will receive FREE copies of both Brand Bewitchery and Narrative is Everything.
Here’s What You Do Next…
STEP 1: Register for your class
STEP 2: Email your ABT to email@example.com
More on the ABT Process
Your ABT can be for anything you want, but probably best and most productive if it’s a project you’re working on. This will be the ABT that will be shared with the class on the day you are selected to be one of the 5 ABT’s that Park Howell and Dr. Olson will work within the ABT Build part of the session.
To get a clear idea of how the ABT Build exercise works, take a look at this blogpost about an ABT Build session last fall at a supercomputing conference. Listen to a bit of it and you’ll get a feel for how it works. For more details you can read, “Houston, We Have A Narrative.”
Please make sure it’s only one sentence (it can be lengthy) and for clarity, uses the three words: AND, BUT, THEREFORE.
We’ll notify you at least a day before your session to confirm you’ll be present for it. If at that point you want to submit a revised ABT it will be no problem. We just want to have at least this first one for now.
Also, don’t sweat it too much on writing this first ABT! The whole purpose of the Build Session is to improve on what you’ve got. There will be no destructive criticism — it’s all about using the ABT Framework to strengthen the narrative core of what you want to communicate.
The World’s Most Industrious Storyteller, Park Howell is founder of the Business of Story and author of Brand Bewitchery: How to Wield the Story Cycle System™ to Craft Spellbinding Stories for Your Brand
Scientist-turned-filmmaker, Dr. Randy Olson, is a recipient of the 2020 John P. McGovern Award for Excellence in Biomedical Communication. In addition to writing and directing his own feature films about major issues in science, he has worked with a variety of clients to assist them with the use of visual media in communicating science to the general public. Through his writings he has both related his journey, and continues his exploration into the role of storytelling in the mass communication of science.