Well-designed communication materials are the key to a successful communications strategy. But for lack of time or resources, many VSEs and SMEs produce these materials in-house. But they still need to be aware of best practice.
You or your team have probably already produced communication tools for your company, without being able to call on the services of professionals... Most of the time, the result is a feeling of dissatisfaction linked to documents that are too generic, sometimes very busy and unattractive. By observing a few basic rules and adapting them to paper or online media, you can be sure of improving the impact of your communication tools. Véronique Périer, expert communications trainer, explains what you need to know to produce successful communications materials.
What are the objectives?
The first step, before even starting to write a text, is to determine the main objective(s):
- consolidate the company's image ;
- prospect new customers;
- build customer loyalty;
- highlight product and/or service promotions;
- launch a new offering...
If you have too many objectives, you can first prioritise them, or even choose to design several media if necessary.
Which medium for which target?
The second step is to choose the type of medium. To do this, determine the main target and choose a suitable medium. For paper formats, opt for inexpensive standards such as A3, A4 or A5. Of course, the weight of the paper will influence perception: choose 90g for an ephemeral document and 120g to 200g for a brochure.
| Target | Type of tools | Support Examples |
|---|---|---|
| Professionals and partners | Institutional tools | Presentation brochures, corporate brochures, web pages presenting the company and its teams... |
| Customers and prospects | Commercial supports | Sales aids (product sheets, catalogues, etc.) and customer support materials such as flyers, leaflets, invitation cards, e-mailings, newsletters, etc. |
| Events | Occasional tools | Leaflets, invitations, posters, press releases... |
How to graphically design your media?
Graphic design, like copywriting, relies on good practice established on the basis of user behaviour and on rules of aesthetics and graphic composition. It would therefore be counter-productive not to take them into account or, in the name of creativity, to do the opposite.
The essential rules
- Stick to the basic elements of your graphic charter: logo, colours, typeface. You may use an additional colour for promotions or events, but do not overload the document with colour.
- Highlight an offer or key figures using coloured flats and boxes
- Use call-to-action buttons such as "Find out more" or "Discover" in your emails and online newsletters.
- Choose "positive" contrasts (light backgrounds/dark characters) for visual comfort
- Do not exceed 5 to 8 lines per paragraph
The specific features of online media
What is specific about mobile web communication is that it is immediate, with more spontaneous access (the phone is generally close at hand, unlike a computer). Online media must therefore respond to the need for speed that underlies the nature of the mobile web.
- Halve the volume of text compared with a paper document
- Design the page layout according to the visual path, known as Z-reading
- Place the most important information in a banner at the top, followed by short paragraphs, and again a banner at the bottom with practical information...
- Create bulleted lists and use photos with captions.
- Wherever possible, use multimedia elements (animation, video, sound) for greater impact.
The choice of visuals and typography
It is more professional to include photos in a company document than illustrations, especially those taken from image banks. However, if you choose drawings, don't mix them with photos in the same document.
Bold type is most commonly used to highlight key words or figures. Italics are used to give a different emphasis (captions, customer feedback, etc.). Underlining should be avoided as it is not very attractive. Finally, do not use more than two fonts in the same document.
What are the editorial rules for ensuring that your site is read?
Before writing, answer the following questions:
Qyes or Qwhat? Quh? Où ? QWhen? Chow? Chow much? Pwhy?
Copywriting for print media: concisely place the answer to these questions in the heading, below the teaser, then develop each question in the sub-headings with a specific paragraph. Use a box for a question you want to highlight.
Copywriting for online media: include the answers to these questions in the title and first paragraph of your article or e-mail. In fact, 80% of Internet users read the first paragraph and only 32% get as far as the fourth!
Three levels of reading and concise writing: Use headings, sub-headings and words in bold to create three levels of reading to encourage rapid reading. Write short sentences of no more than 15 to 20 words. Develop only one idea per sentence, and use the present and past tenses mainly to help the reader see what's going on.
The importance of catchphrases : by using the exclamatory and interrogative forms, you can raise questions: "Stop wasting money! "A 7-day-a-week service" or "Why choose our new service?
Finally, by including figures in your taglines, you make people want to find out more: "3 reasons to choose...", "The 2 innovations of the year"...
How can you make your messages more dynamic?
Adopt a direct tone that appeals
Use the imperative or interrogative mode as often as possible to get the reader involved. Similarly, by using "you" to address the reader directly, you can make your offers more concrete. We" should be reserved for institutional media that present the company as a whole.
Provide factual and human elements
Make an impact with key figures, satisfaction rates, savings calculations, performance increases, etc. You'll be more convincing with a diagram than with technical data about your products. Finally, by using references or customer testimonials, you can increase the effectiveness of your arguments. Similarly, to showcase your services, consider presenting all or part of a team.
The art of communicating responds to standards based on the study of behaviour. It is therefore less a question of "fibre" than of good practice. Nevertheless, based on the study of behaviour, these good practices are bound to evolve. Tools, habits and interests evolve, and so does communication, which is why mastery of digital, print and written communication tools is essential for an effective, long-term strategy.
