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Everyone is able to create a boring trail, film or presentation. The majority do this way. The main method is triviality. The dominant result is inefficiency.

Imagine a copywriter thinking of a new plot, say, concerning a gas pipeline. Eventually he gets a film about the gas pipeline through which gas is delivered from the gasfield (its somewhere in Syberia and Syberia is somewhere over there) to the customers. Theyre also somewhere over here. The gas in the pipe is eventually under pressure. And to crown that all the gas smells.

There is another copyrighter. He manages to stick his bottom off the sofa to get to the library to deal with the people in the course if events so as to clear the matters up.
As a result he finds out that the backbone gas pipe is approximately a meter and a half diameter being lighter than water and as a rule hidden underground, hence the fact in boggy soils it may easily flow up if not made heavier. Anti-corrosion effect is gained by means of constant low-tension current, the gas inside the pipe is warm so in spring grass and flowers appear around it first, which provides a marvelous view from helicopter kilometer-long green beds contrasting to bare soil around.

green beds
green beds

To swap the gas plane engines working on the gas they are swapping are used; if theres no small hole in the pipeline everything 400 meters around it will be destroyed by an explosion. And finally, gas being fragrance free gets its smell before delivery to the customer by adding to it some odorant (opposite to deodorant) .Thats a tiny part of what one can learn concerning gas pipes, but thats enough to imagine the complexity of the topic.

The rhetoric question is who is able to create the best plot? A good plot invariably starts with research, studying books, making contacts and journeys, all that basing on genuine interest to what you are dealing with, as only this way you can evoke interest in the viewer.

In Istanbul I was actually dragged into a carpet museum as Im not a fan of carpets. Though when I learned how to make difference between genuine handmade and a machine-produced fake, how to value an item basing on the amount of knots per centimeter, what materials are used and how it affects both price and work content I felt as if I were an expert and could hardly stop myself from purchasing a carpet. Even if I did I wont have felt disappointed as being aware of what and why you pay for its pleasure to get an item.

This situation is totally familiar in Indonesia for instance you will be informed about batique, in China about tea, in France about wine, and the more you know the tastier and more amazing the drink is! Moreover, Volkswagen constructed the glass-wall plant to satisfy the curiosity ( or evoke interest?) to how cars are made. In other words, experts know that awareness and interest are the best sales agents.

An interesting plot makes one wish to understand the core of the product, while understanding leads to adequate estimation of how much and for what one pays. In business-slang its "perceived value" the more interest and ideas, the more of your personal involvement the viewer shares, so the more they pay. (Perceived value may exceed the real one, but thats the matter of advertisement :-) ).

We often hear why working for professionals who are actually in the course of events? There are two ways out either not to waste time and money on a trivial product whichs no use for experts or to strike them by some facts they still dont know.

So the most challenging work is search for the striking as it increases the value of the product described.

Andrey Skvortsov
CEO, Mercator group

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