BringingComplexContentExplaining things in a way that everyone can understand is a real superpower – and it can be learned!

Successful, companies, politicians, and media experts have one thing in common: they are all aware of the importance of explaining complex issues in a simple and understandable way. Because how well someone can get to the heart of a complicated issue is not only the be-all and end-all of effective communication in politics and business, but also a decisive success factor when selling your own product that requires explanation.

In fact, in business it is crucial to explain things in a way that everyone can understand – and it can be learned – as explained below:

  • Knowing your own target group and understanding their problems, needs and wishes is not only the basis for successful political communication, but also the cornerstone of entrepreneurial success. If you don't know your target group, you can't market your product effectively, and what's more, the target group analysis is the most important prerequisite for successfully positioning your brand on the market. This is especially true in the digital world, where how something is communicated determines the success of an ad. Many companies wonder why their marketing strategies do not bring the desired success and advertising measures do not work. But the reason is usually that they do not address the problems and needs of the target group. For experts to get to the heart of a complex issue and effectively market the product behind it, they have to speak the customer’s language and pick them up where they are. It is important to put yourself in the customer's shoes: what are their thoughts? What prior knowledge do they have? The better you know the target group and understand their needs, the easier it is to respond without overwhelming them.

  • Many experts convey complex facts without paying attention to the level of knowledge of their listeners, viewers or readers. Anyone who has been dealing with a topic for a long time and is deeply involved in the matter often forgets that their own target group has a completely different point of view. Therefore, complex issues should be explained as simply and understandably as possible so that everyone understands them. Abstract and frequently used terms such as "innovative" or "dynamic" should also be avoided when presenting complex content. These are pretty filler words that companies like to use often but are mostly vague and intangible for customers. Instead, you should focus on the essentials, the core benefit for customers, and present them as concretely and clearly as possible. Graphics and visual comparisons enable customers to memorize the presented content even better. Another important point is the structure: Customers love it when they don't have to laboriously work out their information themselves but can get what they are looking for quickly and easily. You have to take customers by the hand, guide them and always tell where they are being led. The best way to do this is to structure the content.

  • An effective approach to structuring complex content and addressing your own target group effectively is to first identify the problem and then show the solution. In this way, the target group can be picked up where they are and led to the solution. Another possible approach is to structure content chronologically, according to “it used to be like that”, “today it's like that”, and “in the future we want to change XY". This is also a good solution for preparing complex content for customers in a structured and understandable way. It is important to get the audience’s attention right from the start because the first few seconds are crucial for the consumption of content: whether a topic starts with a problem or an event of the past, it is important to reach the target groups that can relate to the content in order not to risk talking past the customer.


Anyone who picks people up where they are and leads them to the solution in a simple and understandable way can win them over as customers!


By Daniela La Marca