When you are creating a logline for your novel, it is tempting to go down the road of the clichéd logline similar to the film trailer. This is the biggest mistake writers can make, because it screams to the publisher that you are a novice writer. Most of the time, the solution is to be more clear-cut and specific, which will turn your clichéd, forgettable logline into something that draws the attention of a publisher or agent.

Here are a few examples.

A man must face his fears/must face his nightmares

What fears exactly? The logline is not telling us anything. Is overcoming this fear the main objective of the novel? Is this a fear felt by the main character only? Whatever the fear is, you must mention what this is, and why the character must overcome it.

Example:
A journalist must face his biggest fear when he confronts a killer on the loose.

This is better:
An investigative journalist, who had a traumatic childhood incident involving a mafia boss, is targeted by the boss’ son who blames him for his father's death.

Blood is thicker than water
This is definitely an overused logline whenever the storyline involves family or relationships. Again, you have to be specific on what relationships within the story are causing the conflict.

Example:
When a rookie policeman tries to catch a notorious drug dealer, he must go to the family for help first, only to find out blood is thicker than water.

Why exactly is blood thicker than water? What is the specific conflict?

This is better:
When a rookie policeman plans on destroying a major drug dealer’s empire, he must first confront his savage family members one by one. 

Sparks fly/Comedy caper
If your novel is comedic or a romance novel, then there is no need to include in your logline clichés like love is in the air or hi-jinks ensue. Communicate the genre of the novel with a good title or a strong storyline.

Example:
Two driving instructors become rivals and then fall in love. Sparks fly. 

This is better:
A driving instructor finds out a successful rival is stealing all of her clients. She wants to put him out of business, but she sees in him everything she yearns for in a man.

Carefully choosing your words makes it easier to envision what the conflict is based on. The internal and external conflicts are now apparent.

A woman discovers something and her life will never be the same again

This logline is usually found in drama novels, where the protagonist finds out something crazy about their life, but not actually revealing what it is. Some writers feel that revealing the secret too early on will spoil the ending of the novel. But usually, the discovery is revealed at the beginning of the story, sometimes in the first few chapters. That is the inciting incident that will be used to progress the story forward. It is absolutely acceptable to mention the revelation in your logline, as long as it is not the final twist to your story.  

Remember, your aim is to make the publisher curious enough to request the full manuscript,

Example:
When an out-of-work actor moves into his new apartment, he discovers an old suitcase that will change his life forever.

This is better:
When an out-of-work actor dusts off a hidden suitcase in his new apartment, he discovers gold and treasure from an old bank heist. He must now decide whether to turn the treasure in to the police, or sell it to pay for his one last chance of stardom in New York.

If you describe exactly what your novel's story is about and what the characters' conflict is, you will have created a memorable, unique and eye-catching logline that will stand out from the rest.