Have you ever sat through a complex presentation and not understood a thing? Did you also think that the presenter must be more intelligent than you?
If this has happened to you it was probably because the presenter was more interested in looking smart than in bringing across his point. Or he may have believed that if the content was complicated it would be thought of as more valuable. Or maybe he thought that if it was too simple it would make him look unsophisticated.
Advertising people often fall into the trap of overcomplicating things when in fact, we should be the masters of simplification.
So let’s make this absolutely simple: The Agency’s job is to take complex information and craft a short, persuasive selling message.
Force yourself to simplify things. When you work on a complex presentation, sum up the key thought in one sentence. And then think about how you would communicate this to someone who knows nothing about advertising and does not particularly care for it.
That would be your consumer.