A logline should be easy to say and easy to remember. For instance, Sergey Brin and Larry Page told capital investor Michael Moritz: “Google organizes the world’s information and makes it universally accessible." The pitch was clear and had a sense of purpose.
Challenge yourself to keep it under 140 characters.
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A winning pitch starts with a winning logline: one or two sentences that explain what your idea is about. Loglines attract attention.
To influence the people who can turn your idea into reality, you need to deliver the pitch in an exciting way that is easy to understand.
Find one thing you want your audience to remember. It should cater to the needs of your audience.
The one-liner should be solving a specific problem. It should be easy to remember. For instance, in 2008, the MacBook Air was described as “the world’s thinnest notebook.”
Every person who speaks on behalf of your company or sells your product should deliver the same logline. Consistent loglines are memorable and repeatable.
If you are unable at first to communicate your pitch, be patient. Once you master the logline, it will be easy to clarify your ideas.
Every story should have a beginning, a middle, and an end. Every story should also include a conflict and a resolution.
If you need a bit of help, folk tales can be an excellent source material to save you the mental effort of coming up with an original story. Stories from "Aesop's Fables" such as "The Tortoise and the Hare" enable children to visualize the characters and relate to them, and the morals are things any kid can understand. Also consider telling your own stories, particularly from your childhood, as they have a special resonance with your children.
Guy Kawasaki, the head of marketing at Apple back in the 1980s, discovered the science behind pitching. He calls it the "10/20/30 Rule" and it's based on the principles of clarity and focus. He uses it in every presentation.
Pop music is manufactured all over the world, but in South Korea, things are a bit extreme. Kids as young as 10 are spotted, recruited and groomed to become future pop stars.
The kids are trained in a military-style regime, where they train for up to 18 hours a day. Once the kids hit stardom, they sometimes cannot even afford more than two hours of sleep.