When you are selling factual television show, whether you are sending an email, writing a proposal or pitching in an elevator, you need to capture the attention of a buyer within seconds. The best way of doing that is to boil down your concept into a single succinct sentence that captures the essence of your programme, suggests the content and makes your commissioner want to know more.
A successful tagline (aka logline or strapline) looks deceptively simple and obvious, but they are fiendishly difficult to devise; and you need to have thought your idea through thoroughly in order to do it right. That means a lot of work, but you knew that, right?
The best way to understand taglines is to look at what other people have come up with, so are a few to get you going (if you want to try guessing the answers, go to this version).
Remember, the first thing your buyer will look at is the title, so the tagline should complement and build upon it, so they get an instant feel for the tone and content of your programme.
SPOILER ALERT: Quiz answers below.
Give yourself a point for each one (and subtract five if you failed to get no. 6 correct).
If you didn’t do that well, you can console yourself with the thought that the taglines weren’t doing their job properly.
And, as ever, feel free to share, tweet or comment.