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Hi fishes! I volunteer with The Art of Good, a creative collective helping small businesses affected by the pandemic. They are seeking a little help from a media professional. Need an SEM POV for a small business looking to change their name and relaunch their brand. This is non-paid. More about giving back while in-between gigs. :) If you can help out or want to learn more, please reach out to me via LinkedIN. Thank you!! www.linkedin.com/in/karenkohn/
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Chief
I work with a social strategist who makes my brain bleed. Their decks use so many words to say nothing. And then they present it and my eyes glaze over. It's like watching a 5 year old scribble on the wall while telling you all about the rock they found 5 days ago last year before they got homework for tomorrow. Makes me want to curl up in a ball and hurl myself through a window.
This is an all-to-common problem.
Meet with them and have them explain it. Oftentimes the real nugget of truth is in their head, not in their strategy deck.
Yes, a VO works, but you should also be able to grab the point without it too. That's the first thing I was taught is you know you nailed it when someone who doesn't know your job gets the premise. I still practice this theory with people sometimes even outside our field.
This is not standard and it’s too common. I think some strategists think that making a strategy complex makes it seem like they did more work and are smarter than you. But it should be the opposite. Simple simple simple. Best briefs are the simplest.
Chief
It’s word soup to justify their job. Could just be 1 or 2 slides.
Most strats I know try to make sure that the “headlines” of each slide can tell the story on their own. Maybe youll add a lil nuance when you present but it shouldn’t be widely different.
It could be that this strategist is having a hard time writing their thoughts out on paper and is instead relying on their presenting abilities.
It is standard when you have bad strategists. The whole job is simplification — what’s the problem we need to solve, how can communications uniquely solve it, and here’s the way we’ll do it with the right idea, in the right contexts and moments, and with the right audiences.
All that said…I was probably guilty early in my career of getting too enamored with all the things I found interesting as a planner and having 40 page decks that should have been 10. Critical skill strategists need to learn early is the difference between what’s interesting and what’s essential to your argument. If it’s not the latter, then strip it out.
ACD1 we’re out here, believe it or not! Will DM you to chat