This document provides tips for presenting ideas in a clear and compelling manner. It recommends including clarity and creativity in presentations. For clarity, the idea should match the client's brief and objectives. Key questions to answer include what the client wants to do, why, who the target audience is, and how long the campaign will run. The presentation should have a clear format, flow, text, and visuals. The idea should be presented in a storytelling or phase-wise manner with an attention-grabbing title, build up, branding, mechanics, samples, and expansion touchpoints. Visuals like screenshots and icons should complement the text. Overall, the presentation aims to sell the idea in an impressive yet crisp manner.

1. WRITING IDEAS #101

2. WHY IS THIS
IMPORTANT? 1. SELL IDEAS
2. ACHIEVE CONSISTENCY
3. LOOK PROFESSIONAL
4. SAVE TIME

3. THE ABSOLUTE 1ST CRITERIA TO KEEP IN MIND
Are you
going to
present the
deck? is the client going to
go through it?
or

4. Keep it crisp;
elaborate and
explain while talking
Detail it out to the
extent that the idea
can be understood
TO TEST THIS, THINK LIKE
SOMEONE WHO DOES NOT
KNOW THE IDEA
IF YOU ARE PRESENNTING IF THE CLIENT WILL GO THROUGH

5. TWO THINGS EVERY DECK SHOULD REFLECT
clarity
& creativity

6. PART 1: LET’S
BEGIN WITH
CLARITY

7. CLARITY OF THOUGHTThe idea must match the brief
and meet the objective

8. ASK AND ANSWER these questions
WHAT DOES THE CLIENT WANT US TO DO?
Launch, Re-launch a Brand/Product
Introduce a concept, Start a conversation
Change Image, highlight a new feature etc
WHY DOES THE CLIENT WANT TO DO THIS?
What’s the objective of the re-launch?
To create brand recall, or tell the audience
how the brand is a thought leader or simple
amplify
WHO ARE WE TALKING TO?
All the relevant details about the TG.
Demographics, Psychographics,
Geography etc
HOW LONG DO THEY WANT TO RUN IT?
The duration of the plan that we would be
working on.

9. THIS WILL HELP YOU arrive at
ONE LINE BRIEF
OBJECTIVE OF THE CAMPAIGN/PLAN
BULLS EYE TG
THE DURATION OF THE PLAM

10. While this will ensure you come up with an idea
that matches the client requirement, IT’S ALSO
IMPORTANT TO WRITE IT IN AN IMPRESSIVE MANNER
BECAUSE….

11. a good idea is
But a well presented idea is

12. PRESENTING AN IDEA
FORMAT VISUALSTEXTFLOW

13. PRESENTING AN IDEA
FORMAT VISUALSTEXTFLOW

14. 1. FORMAT
STORYTELLING OR PHASE WISE
Storytelling is when you choose to write the idea like you are reading out a
story. Recommend to use it for pitches or brand campaigns, first round of
presentation, presenting a film or a concept.
Use the phase wise format when showing the execution of the campaign,
content plans, contest ideas etc

15. PRESENTING AN IDEA
FORMAT VISUALSTEXTFLOW

16. 2. FLOW
A. BUILD UP
Once you pick between Storytelling and
Phase wise start with the thought that
led you to the idea.
The build up should highlight the
human behaviour or a fact. This is the
pillar upon which our idea will stand
tall.
The human behaviour can be related to
a social media platform, family-friend
relationships, pop culture reference or
even societal practices.
This is the seed that helps the idea
grow.
5-6 slides should be enough

17. 2. FLOW
B. BRANDING OF THE IDEA
In this section you arrive at the name of
the idea through the build up. A name
adds gravity to the idea, also directs the
thinking of the client in a certain
direction.
The name could be a Hashtag with or
without the Brand name.
If the name is consumer facing, it should
be simple enough to self understand.
It should capture the essence of the idea
to follow
Simple saying Idea 1 makes it look vague

18. 2. FLOW
C. THE IDEA ITSELF
A short 2-3 line description of the
idea.
Should ideally not be more than a
slide.

19. 2. FLOW
D. MECHANICS
Explaining what is the type of content
you will cover under the idea and how
will you execute it.
Whether is a video series or image
based idea.
Will it start with a digital film?
What will the teaser content be?
Etc…

20. 2. FLOW
E. SAMPLES
References images or sample
creatives along with a
tweet/post/caption

21. 2. FLOW
F. TOUCH POINTS FOR EXPANSION
What are the various mediums,
platforms etc which can be used
to extend the communication.
Accompany each means with a
sample of execution.

22. There is a chance you might end up writing long
paragraphs and/or repeat the same points,
TO AVOID THIS…

23. Follow the LESS IS MORE principal to avoid
paragraphs.
It’s okay to take 2 extra slides and
BREAK A THOUGHT DOWN.
1

24. Follow the SO WHAT principle to avoid repetition
After writing a slide, ask So What to understand if
what you have written is ADDING ANY VALUE
2

25. ALWAYS build a link between the
pervious, current and the next slide
3

26. PART 2:MOVING
ON TO CREATIVITY

27. PRESENTING AN IDEA
FORMAT VISUALSTEXTFLOW

28. 3. TEXT
A. TITLE AND SUB-TITLE SLIDE
Keep it simple. Don’t write too many
words.
The title should reflect the task at hand.
It can be written in one of the two
ways:
- A tease about what is there in the
slides to follow
- Straight forward objective of the
deck
The title slide should be a part of the
overall story of the deck.
The subtitle should expand on the title
with specifics if needed.

29. 3. TEXT
B. CONSISTENCY OF ELEMENTS- FONTS
Use not more than 2 fonts across the
deck
Use the same font-style and size for all
the titles.
Follow this for other text on the slides
Most impotently align the text with
uniformity. Using grid lines and ruler
will help
BOLD TITLE ON ONE SLIDE;
BOLD TITLE ON ALL SLIDES
Lowercase Calibri 24 on one slide;
Lowercase Calibri 24 on all slides
Left Align on one slide;
Left Align on all slides

30. 3. TEXT
B. CONSISTENCY OF ELEMENTS- FONTS
Use the second font to emphasize on an important word.
Use the same font but capitalise it to EMPHASISE on an important word.
Use the same font but a different colour to emphasise on an important word.

31. 3. TEXT
B. CONSISTENCY OF ELEMENTS- LINE SPACING
THIS LOOKS
NEAT. THE
SPACING
BETWEEN THE
LINES IS 0.7
THERE IS WAY TOO
MUCH SPACE BETWEEN
THE LINES.
This is tidy.This is horrible.

32. B. CONSISTENCY OF ELEMENTS- COLOUS
Use colobus that ae a contrast to the
background.
You can choose one of the two themes
- The Brand Colours
- Classic Black-White- Red
The inverted theme of a black
background and white text is a good
way to break the monotony of black
text over white background.
3. TEXT

33. B. CONSISTENCY OF ELEMENTS- COLOUS
VIBRANTRED
BLACK
SMOKYGREY
SUGAR PAPER
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
There will be times when you need more shades. An easy way to maintain uniformity is to
use transparencies of the main palette. Work in multiples of 10% and you’ll have lots of
shades to use in more complex slide builds.
3. TEXT

34. C. TABLE
PURPOSE MESSAGEPLATFORM
Build tables either out of text boxes or using an actual table. Don’t use borders but use
different shading and spacing to discriminate columns and rows
3. TEXT

35. C. TABLE
1. PREVIEW 2.DURING 3. FINAL LEG 4. POST
3. TEXT

36. C. NO TITLE MINIMUM TEXT SLIDES
Use the rule of split into two to show a problem- solution, cause –effect, Point A – Point B
relationship
3. TEXT

37. D. WIRTING POINTS
On most occasions points should be
short- not more than 4-5 words.
Support each point with an image or
use a single image to write all points
against it.
If you need to write long points, use
smart at to give a neat look
3. TEXT

38. D. WRITING POINTS
For a Neat And
Creative Look
the idea is to write everything that is
important to explain the concept
And at the same time maintain the
creative look and feel of the presentation
Smart art also breaks the monotony of the
slides.
Useful for listing content buckets.
3. TEXT

39. D. PROCESS/STEPS/TIMELINES
To explain social media ideas, on
most occasions they need to be split
into a step wise process, phases.
For instance: Campaign phases
Contests
An mage based method woks well
for contests.
Content plans and calendars need to
be broken down into timelines.
Use simple boxes o smart art for
timelines and content plans.
3. TEXT

40. E. SCRIPT
In case you have a video script as pat
of you idea, you can go about
presenting it in 3 ways
1. Use only reference images on the
slides. read out the script. This is
the generally advised method as it
compels the client to pay
attention.
2. If the script is small, you can write
it on the slide. Accompany it with
a mood board for higher impact.
3. Use a single image as a
background and write the script
on it.
3. TEXT

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Sizzle eros. Mah nizzle at dolor
dapibus crackalackin tempizzle
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Maurizzle for sure nibhdang
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dictumst. Shiz dapibus. Own yo'
tellizzle urna, pretizzle eu, the
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and my pizzle went crizzle vitae,
nunc.
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Praesent non funky fresh nizzle
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bibendizzle.Aliquizzle lacinia
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IMAGESSUPPORTINGTHE SCRIPT
E. SCRIPT
3. TEXT

42. SCRIPT
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gizzle velizzle, dang volutpizzle, suscipizzle
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tempizzlesheezy.
Maurizzle for sure nibh dang boom shackalack.
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habitasse platea dictumst. Shiz dapibus. Own
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vitae,nunc..
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crocodizzle amizzle, owned gizzle fo. Nullam
gizzle velizzle, dang volutpizzle, suscipizzle
hizzle,vel,arcu.
VO: Pellentesque sizzle tortizzle. Sizzle eros.
Mah nizzle at dolor dapibus crackalackin
tempizzlesheezy.
Maurizzle for sure nibh dang boom shackalack.
Mammasay mammasa mamma oo sa izzle
tortor.
VO: Yo rizzle rhoncizzle bling bling. In hac
habitasse platea dictumst. Shiz dapibus. Own
yo' tellizzle urna, pretizzle eu, the bizzle ac, i
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vitae,nunc..
Lorizzle ipsizzle dolor shizzle my nizzle
crocodizzle amizzle, owned gizzle fo. Nullam
gizzle velizzle, dang volutpizzle, suscipizzle
hizzle,vel,arcu.
VO: Pellentesque sizzle tortizzle. Sizzle eros.
Mah nizzle at dolor dapibus crackalackin
tempizzlesheezy.
Maurizzle for sure nibh dang boom shackalack.
Mammasay mammasa mamma oo sa izzle
tortor.
VO: Yo rizzle rhoncizzle bling bling. In hac
habitasse platea dictumst. Shiz dapibus. Own
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sawbeyonces tizzles and mypizzlewent crizzle
vitae,nunc..

43. PRESENTING AN IDEA
FORMAT VISUALSTEXTFLOW

44. A. REFERENCE IMAGES
These are images that act as an
extension to the text written on the
slides.
The make it easy to understand the
idea, concept, in fact they add more
value to the text.
They can be place either behind the
text or next to it on the left/right hand
side.
This is a good way to show sample
posts
4. VISUALS

45. B. SCREENSHOTS AND SHADOWS
Screenshots by themselves appear to
be a little lost on the slide.
Life them up with a white shadow.
4. VISUALS

46. Use the power point feature of gridlines and rulers to ensue consistency of image size and
placement.
C. IMAGE PLACEMENTS
4. VISUALS

47. C. IMAGE PLACEMENTS
Place a single piece of work like this to utilise the entire slide
4. VISUALS

48. C. IMAGE PLACEMENTS
Split the slide into half to display two visuals
4. VISUALS

49. C. IMAGE PLACEMENTS
Multiple Images
4. VISUALS

50. C. IMAGE PLACEMENTS
Mouldboards
Group various images
to depict the look and
feel of the campaign,
script, idea etc
4. VISUALS

51. D. ICONS AND ILLUSRTATIONS
Choose illustration that’s 2D and has a bit of charm and style.
Avoid stuff that looks 3D, like clip art or tacky
4. VISUALS

52. D. ICONS AND ILLUSRTATIONS
Use icons from a single colour scheme
Also ensure you maintain the same size and shape for all the icons
4. VISUALS

53. E. TEXT ON IMAGES
NO TRANSPARENCY LAYER + TEXT IS MEEK TRANSPARENCY LAYER + TEXT IS PROUD
Another way to integrate visuals as part of the presentation story is by add a
transparent layer with text on it
4. VISUALS

54. THE IDEA
HERE IS THAT
YOU CAN
PULL A BIT OF
TEXT OUT
FROM THE
REST OF THE
IMAGE

55. THE IDEA HERE IS THAT YOU CAN PULL A BIT OF TEXT OUT
FROM THE REST OF THE IMAGE

56. Always finish with a black/white slide and
the company logo or something that
indicates the starting of a discussion
No “thank you”. That’s for you to say.
4. LASTLY
E. TEXT ON IMAGESENDING THE
PRESENTATION

57. After witting down the ideas, whether it is
- Content Buckets
- Campaign Phases
- Or Multiple ideas
Always do a summary slide to take the
client though the entire picture in one
snapshot.
This helps remember the entire deck
presented.
While summarising vey briefly mention the
objective of each idea.
A. SUMMARY SLIDE
ENDING

58. Always finish with a black/white slide and
the company logo or something that
indicates the starting of a discussion
No “thank you”. That’s for you to say.
A. FINAL SLIDE
ENDING

59. USEUL
TIPS

60. USEWWW.SMALLPDF.COM TO SAVAGELYCOMPRESSDECKS PDFSFOREMAIL
COMPRESSING

61. KEEPINGFORMATSWHENPASTING
WHENPASTING SLIDES USETHE CLIPBOARDDROPDOWN TO KEEPTHE SLIDE’S STYLE INTACT

62. KEEPINGTHETEXTORSHAPEFORMATTHESAME
SETADEFAULT SHAPE/TEXT SOYOU DON’T HAVE TO EDIT ITEVERY TIME
Copy formatting

63. KEEPIMAGEASPECTRATIO
USEONLY CORNERSTO RESHAPE OBJECTSANDIMAGES
Look at this affronted giraffe.
Despite his odd proportions
he is IN PROPORTION.
Now, if you need to resize him,
only use the corner draggers
Otherwise he will become more
affronted and you will have
committed a fireable offence.

64. HOWTOMAKEAGIF
EASILY MAKEAGIF FROMACLIPONLINE

65. HOWTOMAKEAGIFSCREENCAST
USEWWW.RECORDIT.CO TO RECORDWHAT’S HAPPENING ONYOUR SCREENASAGIF
1. Download and install ‘Recordit’ from
www.recordit.co
2. Open the program, and click the record icon at
the top right of your screen
3. Select the area you want to screencast, and
click record.
4. DO YOUR THANG, then click stop
5. Click ‘GIF’ on the subsequent notification to
view your recording online
NOTE: GIFs made in this way are public, unless
your purchase the pro version of Recordit.

66. THE END