Where’s your point?

Where’s your point?

Have you ever stopped to consider why some creative briefs are more engaging than others? Why some TVCs keep you captivated right to the end? Why you only open some eDMs? Or why some people can’t ever seem to give clear feedback?

B&T Magazine
Posted by B&T Magazine

Effective communications involve the logical organisation of ideas around a single point. Much of it is intuitive, but understanding how to logically organise ideas in different contexts helps us communicate more effectively.

There are two ways to logically organise our ideas – through deduction or induction.

Let’s look at it through a hypothetical ‘Michael Jordan is mortal’ campaign.

Task: Convince the world that Michael Jordan is mortal.

In deductive communications, ideas are organised so that they lead us on a path towards a logical conclusion. Think of it like an inverted pyramid where ideas filter down to a point.

Deductive communications are ideal for storytelling. They make people think as they involve a journey through a series of related ideas before ultimately revealing the point.

The problem with deductive communications however is that we tend to waffle with unnecessary ideas before getting to the point. They can make a mystery novel out of something that could be very straightforward.

Inductive communications flip this structure on its head. They start with the point (the point of the pyramid) and then support it with related ideas.

Inductive communications are incredibly easy to understand. With the point made up front, we tend to only follow up with ideas that are genuinely necessary to support that point. It involves less of a journey, and more of a justification.

Neither structure is necessarily right or wrong. Each just needs to be considered in context.

In advertising, a great creative brief will take us on a deductive journey through customer and brand insights towards a logical proposition. An engaging brand TVC typically keeps us captivated with a deductive story while a retail eDM is likely to be inductive or risk never being opened. And to give clear feedback, PLEASE keep it inductive.

So, where’s your point? Should you be on a journey towards it, or leading with it?

Oh, and if you’re wondering how this piece of communication is structured…

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