Whether you are writing the next Bond film or penning a script to sell a lawnmower, your content will work if there's a story and it will fail if there isn't.

The lawnmower sale needs the same basic elements...tension, problem, resolution etc as Bond does.

The BBC Academy has excellent resource for film makers of all shapes and sizes, in particular the section on storytelling is terrific. 

If you're in the business of selling little black widgets - this may appear irrelevant but it's not, believe me.