Communicating complex ideas to those outside your field can be difficult because what seems obvious to you may be completely unfamiliar to your audience. The key is to break down the data in a way that makes them easy to understand while getting across the main point.
Miscommunication often occurs when experts either overexplain things, confusing the message or leave out details they assume everyone knows, but that are crucial for non-specialists to understand. Here are a few practical strategies to make your message clear and accessible to non-specialists.
Use Plain Language
The simplest approach is often the most effective. Use plain language whenever possible. Try explaining the topic to a friend or a family member without a technical background. If certain terms leave them puzzled, they're probably too specialized for your audience. Replace jargon with everyday words to make your message accessible.
Tips for Keeping It Simple:
Replace specialized terms with common words.
Avoid acronyms unless they're well-known, or clearly define them the first time they appear.
Break down complex ideas into smaller, manageable parts and explain each part clearly.
Use bullet points or numbered lists to present information step-by-step.
Choose the Right Terms to Teach Your Audience
Not all technical terms are bad—sometimes, they are necessary to explain your topic properly. It's important to choose which ones will provide value to your audience. If a specific technical term is essential, take a moment to define it. Use analogies or examples that relate to the audience's experience. Selectively introducing key terms can give the audience the tools to better understand your topic without overwhelming them.
Vapor pressure and water activity are two terms people don’t hear every day. The explainer video we created for Cannatrol uses infographics and characters to teach their clients what those terms mean and how they apply to the drying and curing process. We could have gone even further into the science and expanded the video, but a lot of people probably wouldn’t have watched to the end as the info became more specialized.
Use Visuals
Words can only go so far when describing a concept, especially if it's technical or abstract. Visuals are a powerful tool to make complex ideas clear and relatable.
Types of Visual Aids to Use:
Pictures: These can convey complex information more quickly than words alone.
Infographics: Present data or processes in a visually engaging way that helps people follow along.
Videos: Film short videos over the research in simple language, pictures and infographics can also be incorporated to reinforce the message.
Animations: Animation enhances infographics, is the most engaging of the four visual aids and can present concepts that traditional videos and photos can’t capture
Use Storytelling to Make the Information Relatable
Stories help people connect emotionally and make abstract concepts easier to grasp. When you can relate your topic to a real-life scenario, your audience will be more engaged. With Cannatrol, we could have make a video that essentially just listed off the benefits of the product. That’s a fine way to give people a lot of information, but there’s nothing for them to connect with. With Cannatrol, we worked with their team on this idea of other systems being stuck in the stone age. That became the driving concept for the video, showing the differences instead of just listing them.
Another idea is to share a story about how a particular solution helped a customer overcome a challenge instead of diving into technical specifications. The more personal and relatable the story, the easier it will be for the audience to understand.
Use Explainer Videos
When we hear about businesses with a complicated sales pitch or a lot of research involved, we always recommend using explainer videos. A good explainer video is 1-2 minutes and focuses on making the topic as easy to understand as possible. We use typography, narration, and animation to get customers' attention and help them learn. You should also include a call to action at the end of the video that drives the viewer to take a next step, maybe it’s scheduling a demo or making a purchase.
If your team is thinking about creating an explainer video, we've put together a helpful guide with questions to consider that will help you form an idea. There's also other info about our production process. You can get the guide for free here.
Communicate with any audience with Purely Imagined
Speaking to non-specialists is about keeping it simple, relatable, and visual. At Purely Imagined, we’ve helped our clients break down complex ideas into formats that any audience can understand—whether that’s through explainer videos, 3D renders, or software demos. We have over seven years of experience helping clients explain their white papers and other research to customers.
Ready to make your research easy for clients to understand? Schedule your free discovery call here to meet our team.
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