Making complex messaging accessible is a key part of the
copywriter’s remit. So here’s how we go about it.
While perusing the magazines
on offer in the rather dilapidated Tesco Express lurking by our office, I was
struck by a tantalising promise from New
Scientist: ‘HOW TO THINK ABOUT EVERYTHING – Get your head round the 13
boldest concepts in science’.
It got me thinking before
I’d even got to the till. In business, there are always complicated messages
and processes that need to be explained.
- Tech companies have to try and translate that subtle technical
breakthrough that sets them apart into something consumers can actually grasp.
- Global conglomerates need to encapsulate complex HR strategies
into something which will galvanise their army of employees.
- Conference agencies are routinely tasked with taking
high-level information and turning it into something entertaining.
