The real pitch – do you know what a “logline” is? And, how it can help your business?

Let me ask you a question. Do you know what a “logline” is? Is it really a secret? Most of us may know this as a pitch, but somehow a logline makes more sense – especially if you’re trying to tell a genuine story. A pitch can be long; a logline – well, short.

Here is a logline for something that you’ve probably seen:

“A 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.”

What do you think it is (hint: see image)?

Can you place this one?

“ ‘X-Company’ organizes the world’s information and makes it universally accessible.”

Any guesses? 😀

The first one sold the movie into production, “JAWS”; the second one brought Google to the forefront of what it is today.

In one sentence, they’ve summarised the deeper meaning of their “product” or business – answering the question of THE “one thing” that caters directly to the needs of their audience

Can you condense your pitch as a logline into one sentence or even 140 characters?

And, it’s not easy.

Your logline solves a specific problem that will make your audience look like a hero.

So, what’s your logline? I would love to hear it!

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Written by: Doyle Buehler

Doyle Buehler, MBA, is a best-selling author, global entrepreneur, international speaker & digital business thought leader, specializing in strategic digital branding, digital business transformation and marketing. He has mentored, coached, trained & inspired many in the areas of startups, digital leadership, digital innovation, disruption, transformation, social media marketing, online marketing, and entrepreneurship.

His latest book on digital business transformation, #Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority, is available at all online retailers, or from