Giving Structure to your Story: The Authority Communication Framework (ACF)

An engaging story evolves through a solid framework that makes it more attentive to the listeners’ needs. Stories need structure to create clarity and make it feel more cohesive. If you just say whatever you want and don’t revise your story’s structure, do not expect your audience to be satisfied enough to want to share your story to others.

But how can you successfully structure your story in a way that makes it compelling and satisfying to your listeners? The five-point Authority Communication Framework (ACF) will give a structure on which to build your content.

1.       Problem: ‘Have you ever felt …?’

If you want to transform your clients’ views, you need to share a story that is relevant specifically to them: find out what their pain points and problems are, and address them. Remember that it’s about them, not about you

2.       Idea: ‘I have found that …’

Present a clear, strong and concise idea that will resonate with your audience. At this stage, your audience might be thinking, ‘I have a problem or an issue and you’re telling me you have an idea about it or a solution. Convince me: why should I do it? Show me the evidence.’

3.       Evidence: ‘Research shows us that …’

Your opinion is not enough on its own. The evidence might be factual information, research, data, statistics, case studies or testimonials. Evidence shows that your idea grew from a solid foundation; it has depth and it’s reliable

4.       Story and metaphor: ‘There was this one time when …’

After connecting with their heads, it’s time to connect with your audience’s hearts. The best way to do this is to show your audience a compelling story and, within it, use a powerful metaphor that will anchor your idea and the key thread of your message.

5.       Call to action: ‘Today I want to work with you to …’; ‘Today I want to teach you how to …’

Now, your audience are convinced and want to know what to do next. Give value and a teachable framework, and shout out your call to action.

Giving structure to your story by learning to work with this framework will get your point of view across in the most powerful way.