What do you offer? How will it make my life better? What do I need to do to buy it? ===. If you find yourself daydreaming in a movie, then it’s probably not answering one of these questions and descending into noise. Anything that doesn’t serve the plot, has to go. We are either making music or making noise. At no point should we be able to pause a movie and be unable to answer three questions…. What does the hero want? Who/what is opposing the hero getting what the hero wants? What will the hero’s life look like if he does/does not get what he wants? Could a caveman look at your website and grunt what you are offering?