When a business communicates to another business it is often called B2B communication. However, a key point often forgotten is that this communication is eventually read by a human somewhere to make a decision or gather insights and human decision making and insights are driven by stories. Stories are what human minds understand and stories are what makes any communication worthwhile.
Thus, Business communication needs to tell stories and stories have to be in the form of excellent content and graphics that help weave the story and visualise the message for the desired audience. Here are some powerful ways of these visualisations:
Image with Text
An image with text is on most occasions better than simple text as it creates a powerful visualisation to relate the text and create a background for the message to be understood. However, one needs to be careful about the useless addition of images that do not or just loosely relate to the text. The image should tell something about the text or build inquisitiveness about it.
Infographic
An infographic weaves a powerful story, it could be a timeline, a chain of events or simply pointers. Infographic builds an entire story in the form of a powerful visualisation that captures the attention of its reader and leaves a far better recall than a simple long text. The next time you wish to portray the journey of a product or your company or even your presence across geographies, try Infographics.
Focused Text
There are some parts of the document that are really important and we need to ensure that users do read it. The way out is to create zones of focused texts, highlighted or separated in boxes to make them look like a graphic. Remember how newspapers provide a summary of the key articles via snippets. Saves time and lures the serious readers to go through the entire text.
Graphs
Graphs are a powerful tool to help one visualise, especially when it comes to numbers. Not every reader is comfortable going through numbers. However, everyone can visualise the trends and insights that appear from the data, these trends may be highlighted using powerful graphs, the accompanying data could be provided in the form of tabular data in the main area itself although, for a larger set of data it is always better to keep it in an appendix.
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Improve Readability
Readability is a subjective area and not everyone is an expert on how to make documents more readable. While one should use the above ways of including images, infographics, focused text and graphs, it is always recommended to use the service of an expert graphic designer for critical documents as it is not just about making it look good but more readable and presentable that increases the effectiveness of the business document and leaves a good impact.
Content Writer
The last but really important part is to use a content writer or a creative writer to ensure that the content is not just grammatically correct but also impressive. The use of right headings makes a lot of difference to every paragraph and section. If short of time one should always use a writer to spruce up the key areas like summaries and headlines.
Remember, business communication is not just a B2B communication, it’s a personal message which will be eventually used by human to gather some insights or make a decision. Remember its not two chatbots talking to each other it’s your brand talking via a human or some tools to another human who we need to ensure understands the right message.
