Abstract With the increasing advancement in shale exploration and development, the complex pore structure and organic-rich characteristics of shale have gradually become the focus of rock physics models. This study combined digital core technology to obtain detailed information on the shale mineral composition, content, pore and crack contents, and composition. The isotropic self-compatible approximation (SCA) model was used to couple the shale minerals and hard pores to construct a brittle mineral framework. The VRH model was used to mix kerogen and clay, and the SCA-DEM (differential equivalent medium) model was used to add organic pores to construct a clay-organic matter mineral framework. The anisotropic SCA model treated the clay-organic matter mineral framework as an inclusion added to the brittle mineral framework to construct the shale mineral framework. The Eshelby–Cheng model was used to add fracture to the mineral framework and establish a physical shale model. This model was used to optimise the selection of sensitive elastic parameters for physical properties such as brittle mineral and kerogen content, fracture density, and porosity, and the optimisation results were combined to construct an explanatory quantity template. In addition, according to actual data from a study area in southwestern China, we combined to the interpretation chart established by the model to perform isotropic inversion. Then, we analyzed and interpreted the brittleness index (BI) and total organic carbon (TOC) content of the reservoir and predicted the sweet spot area of the shale reservoir.