What Can Copywriters Learn From Screenwriters?

From Bridgerton to Barbie, many of the most-watched TV shows and movies are a masterclass in creative storytelling. Here's what we've learnt from binge-watching box sets and blockbusters.

Some of these points are also inspired by Lucy V Hay's brilliant workshop called 'Screenwriting Tips for Novelists' at Bournemouth Writing Festival 2024.

1 - Dive into the action

Don't spend ages setting the scene; get straight to the point. Put the most interesting and important messages first to grab your readers' attention, then keep them on the edge of their seat with captivating copy.

2 - Line up a logline

Every film or series has a logline: a one- or two-sentence description to hook the reader in. Writing a good logline is a special skill because – like copywriting – it involves identifying the juiciest messages and distilling them into a clear, concise summary.

3 - Use special effects

Just like on screen, remember the power of visuals. That means using rich, descriptive language to paint a vivid picture in the reader's mind. Or adding images and infographics to a technical text to make it easier to digest.

4 - Plot backwards

Before you put pen to paper, ask yourself where you want to get to. Make sure you have a snappy ending or conclusion in mind, then work purposefully towards it.

5 - Team up

Lots of shows and movies are co-created by a group of writers – from Friends (Marta Kauffman and David Crane) to James Bond 'No Time to Die' (Neil Purvis, Robert Wade, Cary Fukunaga and Phoebe Waller-Bridge). So get your colleagues involved! Set up a (virtual) writers' room, share your first draft and bounce ideas off each other until your copy shines.

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