Screenwriting Tips That Strengthen Your Business Writing

I started writing screenplays several years ago and am continually challenged by, and drawn to, the delicate mix of telling a story in a highly visual yet lean and structured format. The average feature-length script is 90 to 120 pages, and within those pages, certain storytelling “beats” must be hit to keep an audience engaged. On page one, there better be a good indication of what the story is about and why we care, or there’s little chance the script will be read and the movie made.

This style of writing feeds both sides of my brain and has made me a better writer on all fronts. When I translate screenwriting skills to business writing, certain parallels emerge. It’s not enough to simply state “what this story is about” (your products and features). You have to get to the “why we care” part of the equation, which is how your products benefit customers.

On a website, this means a home page that gets to the point and clearly states, not only what you do, but how it will make my life better. Here’s a basic example for a landscape architecture firm:

“We create beautiful, custom residential landscapes.”

When I read this, the words, “blah, blah, blah” come to mind, and I’m certainly not tempted to keep reading. It’s a statement of what you do, but it doesn’t create a positive emotional response in me.

Contrast this with, “Transform your yard into a personal retreat, where you relax with family and entertain friends.”

This sentence paints a picture of a stress-free oasis and more quality time with the people I love. Suddenly I see myself pouring wine and laughing with friends under fragrant magnolia trees. You’ve started telling a story that I want to be part of.

Most customers don’t care all that much about what you do or how you do it. They care about what it means to the quality of their lives, and if it’s worth the money. This emotional resonance is what makes one movie more successful than another with the same basic plot. It’s also why some websites are more effective converting browsers to buyers.

Lots of factors contribute to business success, but you’ll stack the odds in your favor with copy that paints an emotionally satisfying picture and outlines customer benefits. When writing about your business and its products, complete the thought prospects will be asking… “why do I care?”