A lot of what we do at Kinetic Typography LLC ties back directly to basic communication skills. For those who have studied communications in college, you may be familiar with the cheesy “communication models” and other such graphics. Designed to explain how “the system of interaction” works, they made me feel more funny than serious. After all, how can getting a point across be summed up in a picture?
Of course, it’s not what the image looks like, but what meaning it’s trying to convey. So today, in my daily work, I more often use a variant of the above model. In fact, they’re more like guidelines. Guidelines for good copywriting. There are five points to memorize: invention, arrangement, style, memory, and delivery. Follow along:
Invention
This is where you figure out what the message is, and how the key points will be said.
Arrangement
This is where you set the order of the pieces of your message in stone, and give your pitch its flow.
Style
This is where you tweak your message to fit your natural style, or desired look, to evoke emotion.
Memory
This is the process by which you preserve your message; in public speaking, this is plain memorization.
Delivery
This concerns how your pitch will be shown to the masses. Specifically for marketing, this entails tracking measurables.
By the way, I did not invent these 5 basic rules. I just took what’s being taught in the field of Communications, and I applied it to Video Pitch Making. This is basic communications stuff that they’ll teach you anywhere. However, many design companies even fail to address THESE, so how in the world could you expect them to give you professional results?
Kinetic Typography LLC does video marketing by the textbook, but with a creative twist. Contact us today!
