Condense Your Pitch To One Powerful Sentence

Are you able to articulate what your business is all about in the time it takes to go from the first to the 30th floor? If you’re running a startup that’s looking for investors you do. It’s your elevator speech and you’ve been polishing it for months if not years.

But in the entertainment industry an elevator speech is much too cumbersome. In Hollywood, you sell your ideas with a logline, which is a very brief summary of the script. As in “no more than one sentence” brief.

According to producer, writer and actor, Christopher Lockhart, a logline must present:

  • Who the story is about (protagonist)
  • What he strives for (goal)
  • What stands in his way (antagonistic force).

Like so: After a twister transports a lonely Kansas farm girl to a magical land, she sets out on a dangerous journey to find a wizard with the power to send her home.

Tom Grasty, an entrepreneurial digital and media strategist, believes business owners can benefit by taking a page from the screenwriter’s notebook and condensing their pitch to one sentence.

The next time someone asks why you are so feverishly committed to doing what it is you’re doing, don’t fall into the trap of responding with an elaborate description of your business. Tell them a story. Because at the end of the day, you’re mapping out a journey, and you want whomever will listen to take that journey with you — or at least you want them to understand why you have just boarded the occupational equivalent of “Mr. Toad’s Wild Ride.”

It’s not easy. Packing one sentence full of meaning is hard for writers to do, and even harder for those not practiced at whittling away excess language. Here, I’ll give it a go…

Startup helps brands put content into play, earning the company first-mover advantage and a solid foothold even while the howling winds of a scary economy blow.

Actually, I’ll go again…

A musical in its first act. The story is about a writer of brand narratives and the various challenges involved in “hanging a shingle.”

Okay, now you try.

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