![]() Make sure your team is on the same page. Every person who speaks on behalf of your company or sells your product should deliver the same logline. Above all, the logline is easy to remember and gives people a story they can take to other decision makers in their organizations. A sales professional for a large tech company recently told me a logline that he uses to address the needs of his audience - IT buyers: “Our product will reduce your company’s cell phone bill by 80%.” With one sentence, his customers want to know more because his logline solves a specific problem and will make them look like heroes to their bosses. The “one thing” should cater to the needs of your audience. This same logline goes on to appear on the Apple website and in the company’s press releases. Executives repeat a one-sentence description when presenting new products. In 2001 it was that the original iPod allowed you to carry “1,000 songs in your pocket.” In 2008 it was that the MacBook Air was “the world’s thinnest notebook.” Apple still uses this strategy today. Identify one thing you want your audience to remember. Steve Jobs was a genius at identifying the one thing he wanted us to remember about a new product. At 77 characters, the Google pitch makes the grade. As an exercise, challenge yourself to keep it under 140 characters, short enough to post on the old version of Twitter (before the platform allowed 280 characters per tweet). Moritz said the pitch was clear and had a sense of purpose.Ī logline should be easy to say and easy to remember. Sergey Brin and Larry Page told Moritz: “Google organizes the world’s information and makes it universally accessible.” In 10 words, that logline led to Google’s first major round of funding. Keep it short. In his book Leading, venture capital investor Michael Moritz tells the story of two Stanford graduate students who walked into his office at Sequoia Capital and delivered the most concise business plan he had ever heard. Though mastering the logline is challenging, there are steps you can take to do so. It’s actually easier to add clutter to business presentations than it is to eliminate unnecessary details and condense. ![]() But communicating your point in a simple, digestible way is hard. If mastered, this can be a powerful and influential tool. ![]() It depicts the overarching storyline in an interesting, straightforward way, rather than focusing on details that might seem meaningless without the context of the bigger picture.īusiness leaders can use loglines in a similar manner to clearly explain a complex idea. What makes it work? The logline for Jaws identifies the key elements of the story: the hero, his weakness, his conflict, and the hurdles he must overcome - all in one sentence. In Hollywood cinema, one of the greatest loglines of all time belongs to the iconic thriller that kept kids out of the ocean during the summer of 1975:Ī police chief, with a phobia for open water, battles a gigantic shark with an appetite for swimmers and boat captains, in spite of a greedy town council who demands that the beach stay open. A logline will help you paint the big picture for your audience. When a listener doesn’t understand the overarching idea being presented in a pitch, they have a hard time digesting the information. According to molecular biologist John Medina of the University of Washington School of Medicine, the human brain craves meaning before details. If you can answer in one compelling sentence, you can hook your audience. Business leaders are asked a version of this same question throughout their careers: When asked what their movie is about, successful screenwriters have a ready answer that is clear, concise, and engaging. ![]() All this starts with the logline - an art that screenwriters have mastered. To influence the people who can turn your idea into a reality, you need to deliver your pitch in an exciting and straightforward way. But without the support of investors, even the best ideas might never get off the ground. The most valuable innovations offer novel solutions to challenging problems. If there is no logline, more often than not, there is no sale.Ī winning pitch starts with a winning logline - a valuable lesson for innovators in any field. Specifically, producers are listening for a logline: one or two sentences that explain what the movie is about. Hollywood screenwriters typically get three to five minutes to propose an idea, but it takes only around 45 seconds for producers to know if they want to invest. Long before your favorite movie made it to a theater near you, it was presented in a pitch meeting.
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