Ultimate guide to successful advertising in areas which are not exactly everyone’s expertise

This is not about FMCG. This is about everything else – finance, logistics, solutions for oil and chemical industry, etc.

It is about things about which

you know everything, and other people know little or nothing. Even if they should

These are Gaussian

curves!

Yeah? Looks like my

girlfriend...

There are two things you should tell your audience

And the What part is always more difficult

Because it is easy to forget that people around you do not know

as much as you do

Let us be clear here

Assume, people know nothing about the area you are an expert in

There are a few tips on what you should do to make your point:

• go visual • be clear• be concise• skip the details

Here’s how

Go VisualShow how it works

3D does amazing things nowadays.Explain everything to artists – they are your first target, they have to understand what they need to create

Be clearImagine you are talking to 13-year old children. This is exactly the level that grown-up people have in areas they know nothing about

However, don’t try to entertain them more than enough:

13-year olds are serious people, they handle multi-variable expressions and use iMovie for home work

Be conciseIf it is a live presentation, make every part 20 minutes long. If you can make all of it in 20 minutes that will be great

If it is a short film, make sure that you show something new every 20 seconds

Skip the details

Details can wait. First, comes the general idea, then - the details. You will need them, but later, when the audience is already hooked

And then comes Why part

Why part gives the answer• What does your product do?• Does it make the life of people simpler,

easier, safer, happier?• Or does it bring balance, comfort,

convenience, freedom, or improves the KPIs?

• Tell them straight. They will never guess. I swear

And there are truly thousands of ways to do it

So, it is easy:

By Katerina Kovaleva

Copywriter, scriptwriter, script doctor

kkovaleva@gmail.com