Chapter 11

Create a Phrase-that-Pays

If you see something, say something.

SAFETY CAMPAIGN FOR METROPOLITAN TRANSIT AUTHORITY

Garry Marshall, the director of the film Pretty Woman (which has grossed more than $463 million worldwide), said something so profound during his Maui Writers Conference keynote that I remember it as if he said it this morning. He said, “Hollywood directors can predict when their movies will make money. The question is, ‘Do people walk out of the theater repeating something they heard, word for word?’ ”

Think about it. If you walk out of a movie voluntarily repeating its signature sound-bite, (for example, “Make my day,” “I’ll be back,” or “Show me the money”) you’re taking it viral. If someone asks, “Seen any good movies ...

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