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Write Copy that Compels and Sells

Lesson 7 of 10

How to Write a Logline

Melissa Cassera

Write Copy that Compels and Sells

Melissa Cassera

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Lesson Info

7. How to Write a Logline

Lesson Info

How to Write a Logline

We're gonna logline some of your offers that immediately draw people in. Now as I mentioned earlier, a logline is something that we share when we have a new offer or for me it's a script. Your offers will be different. Offer, class, product, service, whatever it is, right? This is just way to communicate that to people that's more exciting than our average elevator pitch. So, here's a couple example loglines from TV shows. Scandal: a former White House Communications Director starts her own crisis management firm only to realize her clients are not the only ones with secrets. That's good. Alright. Breaking Bad: A high school chemistry teacher diagnosed with inoperable lung caner turns to manufacturing and selling methamphetamine in order to secure his family's future. Also good. Game of Thrones: Nine noble families fight for control over the mythical lands of Westeros, while a forgotten race returns after being dormant for thousands of years. That's good because like Game of Thrones is...

so complicated, I can't believe they distilled it to a line. So, I'm very impressed. Alright, so when you're loglining your own offer, you're gonna think about who your main character is, your client. Your client is always your main character. Then what is the conflict or the struggle you're helping them with? And then what the promise or goal is with your offer. So that simple, just three simple things. Alright, so I'm gonna show you an example of mine. I have a class called Obsessed, and this is what I write. Sales are meh, Business is sigh. Obsessed teaches small business owners how to build an audience of raving fans who need you, breathe you, and will pay anything to have you. So, I got main character. Small business owners. I got their struggle. Sales are meh. Business is sigh. And then I have the goal, build an audience of raving fans, right? So I say it's super simple. I know this takes some work. But, I'm just showing you an outline of what this would be. Here's my client, Kent Youngstrom, he's a painter. He says art can be intimidating. It shouldn't be. I promise to make you something you'll love for your home, office, or secret lair. Right? Super simple. But, way more fun than just saying, "I'm a painter. I have some art." Right? Okay, this is my friend Alexandra Franzen. She is a writer. Muscle and Heart is a writing, yoga, and fitness retreat for anyone needing serious quality time to complete a project. You'll leave feeling strong and recharged - most likely with several new friends. So, super easy. Alright, also, loglines take time and practice. Please don't stress about getting them perfect right away. Just use that exercise and play with it, that's all. It does take time, but I don't want anyone to feel intimidated, like "I'll never that that logline down, So I am checking out".

Class Description

For some business people, if they write a piece of copy that sounds decent and doesn’t have any grammatical errors, they’re happy. But lazy, serviceable writing isn’t going to help sell your product or service.

Marketing consultant and screenwriter Melissa Cassera will show you how to use storytelling techniques and professional TV writing structures to create copy that captivates your reader and compels them to buy. Before long, your clients and customers will be consuming your copy like it’s the latest episode of “Game of Thrones.”

In this class, you’ll learn how to:

  • Turn your clients or customers’ pain points into compelling crises that they’re dying for you to solve.
  • Determine what stories you should tell.
  • Write copy that captures your personality.
  • Understand your clients or customers’ motivation and what drives their decisions.
  • Turn your readers into fascinating protagonists in your copy.
  • Come up with loglines for your offers that immediately draw people in.
  • Create a world in your copy that people want to be a part of.
  • Develop an exciting story arc that guarantees people will read to the end.



I thought this course was pretty great. Melissa packed a lot of value into a short class. I took notes and brainstormed on a lot of the exercises and strategies she recommends while watching (pausing as needed) and finished the class with a document full of good ideas and first-draft copy. It is a short class, so if you're looking for something that really gets into the nitty gritty of how to write, this probably won't be enough for you. But if you're just a bit stuck on how to tell your story in a compelling way, or need to inject some excitement into your copy, I'd recommend it.


This was a great course for giving starting points and methods to make your copy more engaging. It doesn't tell you what to write or is not overly specific, but then what course could cover that for everyone. It does set you up with ways to write and include storytelling techniques that will help make customers read your copy, and hopefully,​ take the action you want.

Mariya Haberberger

This was super helpful!