Make sure that whatever you are presenting to the general public is seen through their eyes. It’s all too easy to get so involved in your work so that you don’t see the wood from the trees. What may be obvious to you might not be so for others. You need to take a stand back and look at it as though you were them.
This became apparent to me this morning. I emailed a sample of some stationery to an interested inquirer, and on receipt of this she had to ring me up to get an explanation. I thought it was self-explanatory, but during my conversation with her I realised that this was not the case. It needed to be simplified and presented in a clear, concise and uncluttered mode, as though it was already printed and in her hands. Only then was she able to appreciate and understand the concept and product on offer.
The moral? – Simplify, package well and present as obviously as possible – then there will be no misunderstandings.