one of the keys to unlock the first door
DON'T BE AFRAID
You've heard over and over
I've heard it over and over:
It's up to you
get enthused

the most critical thing you'll write to get in the game
You have two to three sentences--about 25-35 words total
to convince someone
But it can and will be done.

learn to get to the heart 
truncate what it's about
in a fascinating way
like an aerial view of the forest
it's a task you will eventually have to master

Get *passionate* about the idea
YOUR passion HAS to come through
Let your love for the idea show
keep the thing on track
Don't try to re-work
Write a new one.
Afterwards, pick the best

an index card, not a thesis actually tells us more 
of what we need to know
Present tense is more exciting, 
immediate and it will sound fresher. 
Re-write until you can't get the 
sentence any leaner, any shorter, more vivid. 

IMAGINE WHAT PEOPLE WILL SAY
READ THE BACKS OF NOVELS, 
READ ADS
find evocative phrasing
concise ways to bring your point across
It should be shorter, leaner, and pack a punch
Make each word reveal character and plot.

OK, now you're getting close. 
Set the pace
zing along and intrigue them
Use alliteration, assonance, 
whatever you can to make those few words sing. 
Unfair? Maybe. But it's life.

source: HOW TO WRITE A REALLY GOOD LOGLINE