The Leap First logline is:
Assisting ambitious companies build a #KickAssBrand, in under 6 Months.
A logline is one or two sentences (at most), that describes exactly what you do and why it matters. Loglines are typically used in the movie industry. The aim is for scriptwriters to give busy movie producers a brief overview of the plot, revealing the emotional hook, and a plot twist, in under 30 to 45 seconds. If they fail to get their attention with the logline, the script doesn’t get a glance.
Here are some examples from famous films:
‘When a socially inept and financially challenged Harvard student’s girlfriend dumps him, he creates an idea to rate the attractiveness of female Harvard undergrads as a way to mend his loss–and his idea becomes a global social sensation that makes him the youngest billionaire in history.’ (Social Network – 2010)
‘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.’ (Jaws – 1975)
You can see how you are told everything you need to know to set the scene, and revealing just enough to keep you intrigued. Some people call it an elevator pitch, a tagline, a personal bio, or brand positioning. Whatever the name, the process of finding yours – personally and for your company – will assist you to find the essence of what it is that you do better than anyone else.
In a recent blog post, Seth Godin quips: Nobody dabbles in dentistry. There are a few jobs that need the attention of highly skilled professionals such as doctors, lawyers, chartered accountants etc. However, if you are doing any of the thousands of jobs that other non-professional people can do, what is it that you are doing that is setting you apart?
Why should we pick you?
The process of establishing your logline needs to follow certain steps to ensure it is kept tight and impactful. A logline that captures your attention in under 140 characters, is where you should be aiming. It should be easy to say and easy to remember. For example, the Google founders Sergey Brin and Larry Page got their first round of funding with the logline:
‘Google organizes the world’s information and makes it universally accessible.’
Keeping the logline simple helps to make it more memorable and impactful. Steve Jobs is famous for using great loglines over the years for Apple products. Do you remember the iPod logline?
1000 songs in your pocket.
Here’s a good way to start your company logline: ‘Our role in the life of our customers is to help…’ Give details of your ideal client characteristics, and what it is that you do that satisfies their specific desires and values. Allow the logline to come to you, it doesn’t have to be written down in one sitting. Give yourself some time to let your thoughts settle, and keep it clear and concise.
Drawing up a logline for yourself (and for your company), is important for the same reasons it is important for screenwriters. You need to be ready at all times to be able to deliver your logline flawlessly. You never know who you might have with you in an elevator, with only a few floors in which to impress on them who you are and why you are worth knowing.
Why not use the holidays to draft your logline if you don’t have one yet. Feel free to share it on firstname.lastname@example.org – I’d like that.
You have been more than worth knowing this past year; you have enhanced my life.
Thank you for your friendship. I’m looking forward to more sharing and learning in 2019!
Happy New Year!