Marketing vs Scriptwriting

Marketing teams could learn a lot from scriptwriters.

A lousy script starts with the script, then works on the logline (a one-line summary of the whole story designed to pique interest and draw people closer).

A great script starts with the logline, finds interest in that logline (modifying it until it resonates) then fleshes out into the full script.

Marketers do the same thing.

Bad marketing starts by just demanding what should be sold, then finding ways to pitch it to people.

Good marketing starts by demanding to better understand what change people want to make, then fleshing out the answer into what should be sold.

There are lots of examples like this. Perhaps we should explore more of them in future notes, we’ll see.

For now, it’s worth pondering scriptwriting, or reading about how the process works if you’re unfamiliar.

It might be really illuminating for you.