What’s your Log Line?

One of the shortest stories ever told is attributed to Ernest Hemingway. It was written just in six words. It read “For sale: Baby shoes, never worn.”

Most people who read it were immensely moved by the immediate grief-stricken thought but there are others too who argued that maybe the baby’s feet were big for the shoes!

Well, to each their own.

Human beings as we all know are social animals who are forever hungry for interaction. What better way to strike a conversation through a story that has the power to capture one’s attention and pique interest to seek more?

Narrative is the backbone of storytelling, acting as the framework that holds everything together and gives the story meaning and impact. Communicators like PR practitioners, ad men, brand consultants, and public speakers strive to craft compelling and impactful stories that resonate with audiences, build stronger relationships, and ultimately achieve desired outcomes i.e. influencing behaviours. Moving the needle from what the audience knows, thinks, and feels about a particular thing to what you want them to know, think, and feel.

Narrative structures events logically,?creating a sense of anticipation and suspense.?This natural flow keeps the audience engaged and eager to see what happens next.

The importance of a good narrative lies in:

• Emotional connection: Stories that tap into emotions, make information more engaging, and create a better and relatable connect with the audience, fostering empathy and understanding for the brand or message. This emotional connection goes on to build trust and loyalty, ultimately leading to stronger relationships with stakeholders.
• Memorable communication: Humans are wired to remember stories better than isolated facts. A well-crafted narrative with a clear beginning, middle, and end leaves a lasting impression on the audience. This makes the message more likely to be remembered and shared, increasing the reach and impact of the communication efforts.I am sure you all can think of at least one example from your school days when your teacher explained an otherwise difficult concept with a simple and relatable example that you still remember!
• Humanizing the brand: Storytelling also showcases the human side of a brand. Sharing stories about employees, customers, and the impact an initiative has made can foster a connection. Think of Amul Butter’s hoardings that so effortlessly weave in its mascot and the product with newsworthy moments!
• Inspiring action and change: Powerful narratives can evoke strong emotions and motivate individuals to act. Stories can raise awareness about important issues, advocate for social change, and inspire collective action.The eyes of the young refugee girl from Afghanistan (remember the cover of National Geographic magazine from 1985 featuring Sharbat Gula at about age 12) still haunt many people as the world continues to fight terrorism.
• Effective crisis communication: During times of crisis, clear and concise communication is essential. Here again, storytelling can be a powerful tool in navigating these situations. Sharing a transparent and authentic narrative about the situation, builds empathy with the audience, lending trust and mitigating negative perceptions more effectively.

Narratives help us make sense of the world around us by providing frameworks for interpreting experiences and events. It is not simply a way to tell a story; it's a powerful tool for communication, connection, and learning. Through stories, we explore different cultures, historical events, and ethical dilemmas, shaping our worldview and values.

JTBD (Job To Be Done) - every time you think of an idea or a narrative, try describing it in simple 15-20 words. A logline in the writer’s world is a tool used to sell your idea. It is a brief (in one or two sentences) description of a movie, TV show, etc. that hooks the reader in and describes the central conflict of the story. It is never the same as your synopsis.

Leaving you all with one of my favourite log lines written for the movie ‘The Godfather’- The aging patriarch of an organized crime dynasty transfers control of his clandestine empire to his reluctant son.