We’ve all done it: gotten so excited about our new programs or offerings that when we’re asked about them, we launch into listing all the fantastic features. We hint at all the effort that went into creating such beautiful programs. We’re certain that our stuff is the best thing since the invention of the telephone.

At some point, we pause to take a breath and notice the person to whom we’ve been speaking has glazed eyes and a nervous tick.

Why?

Because we failed to think about their perspective! We neglected to focus on their pain points and why our new program can alleviate their suffering. Tomorrow’s a brand new day — and a great one to start fresh.

Movie Loglines

A  logline is a brief (usually one-sentence) summary of a film or book that states the central conflict of the story, often providing both a synopsis of the story’s plot and an emotional “hook” to stimulate interest.

When it comes to writing client-attracting copy, you can use the concept of loglines to your advantage.

Step 1: Write down the goal of your copy (e.g., what do you want the potential client to do?).

Step 2: Describe what wakes your client up at 3 a.m. with the sweats? What does she fret over or fear?

Step 3: Create a short concept statement (25 words or so) that marries your client’s pain point with your goal.

An Example

Step 1: You want your client to purchase a course in effective blog writing.

Step 2: Your client doesn’t have enough time to blog, doesn’t know if she’s “doing it” right, and blogs sporadically. Is it even worth the time and effort?

Step 3: Do you wonder if blogging is even worth the effort? You’re weeks behind and experience blog shame. Our half-day course will have you writing client-attracting blog posts in no time.

Now You Try

Take a piece of copy (an email or a section of your website). Compare the existing document to the movie logline example. What might you want to revise? Leave a comment and let us know.

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