“Save the Cat” is not a book on advertising or branding. It’s not even in the realm of marketing per se. It’s a playbook for aspiring screenwriters by Blake Snyder, famous in its own right. But long before Snyder ventures into the step-by-steps of crafting pages of Spielbergian brilliance…he presents an important challenge: to articulate the story in a matter of seconds in a way that inspires curiosity to know more about the story – and equally important: to sell it.
“How are we going to come up with something as good as Lawrence of Arabia that will sell like Spy Kids 3-D? Well, there is a way. But to try it, I want you to do something daring. I want you to forget all about your screenplay for now…and concentrate on writing one sentence. One line. Because if you can learn how to tell me “What is it?” better, faster and with more creativity, you’ll keep me interested.”
– Blake Snyder, Save the Cat
Snyder continues on to talk through seeking out irony as a tool to pique interest and stoking the desire for more. He even offers up a recommendation to trial pitching your one-liner to complete strangers going about their day as a cold sell to really put it to the test. Let’s circle back to that one.
The concept he’s driving at is that many screenwriters will write entire film scripts without having truly mastered their logline. And often, where they find themselves is that they have nothing interesting between the pages. But we aren’t filmmakers; we’re ad-makers.
Though the logic remains the same. Here we are shouting about our brand in seemingly cohesive ways…the STV spot visually links to the in-store materials and the e-comm content…and yet, can anyone articulate the “log line” in a way that is clear, convincing and most importantly stokes the desire for more? Not in a commercial. Not in a Spotify ad. Just a few words scribbled down on a piece of paper that cleanly spell the sell. If not, here are a couple things we’re certain that Kubrick would have wanted you to know as you tackle it:
What Makes Up a Selling Brand Log Line?
It’s got some elbows to it.
Odds are you’re not the lone wolf in a wide open market. You’ve got competition, so get competitive and think about what they’re shouting off into the ether and how you can avoid getting lost in the empty echoes. What can distinguish you from them?
Its POD is showing.
Just like the big screen it’s got to tap into that certain-something that resonates with its target audience. Film & television edition: It’s Sherlock Holmes but in the hospital system (House, Drama, 8 Seasons). Advertising edition: it’s dog toys, but for power chewers (Bullymake, toy subscription). The point of differentiation should be immediately clear and expose a burning consumer need just as quickly as it’s read.
It has an established audience.
Nobody’s putting a dime toward a movie without a clear audience. That’s how you make your money back. It’s no different for us marketers. In many cases, brands know whether their product is being purchased or not. But who is purchasing it? Well, that takes investment (not without its cumulative return). Whereas filmmakers look at gross revenue on look-alike films to confirm an appetite for a look-alike film…we as marketers need to follow the data to understand our look-a-like consumer to deliver our look-a-like (but entirely distinct, of course) offering.
When in doubt, test it out.
There are all kinds of ways to work out your brand’s pitch beyond any single execution. Tap some strategist’s shoulder for a quick word, scribble down some thoughts and hey – try testing it on a stranger next time you’re sitting at your local coffee house. Odds are it’s probably swarming with aspiring screenwriters just dying to help you out.
