Are you communicating or just informing?
Try this on your latest post. Reread it and ask yourself one question: what do I expect the reader to do after this?
Try this on your latest post. Reread it and ask yourself one question: what do I expect the reader to do after this?
If the answer is “for them to know,” you’ve informed. If the answer is “for them to act,” you’ve communicated.
Many posts in Overseas France fall into the first category. And that’s precisely why the results don’t come.
Informing is the comfortable option
“We are pleased to announce the opening of our new branch in Baie-Mahault.”
“The whole team wishes you a happy Mother’s Day.”
“Come see us at the trade show, booth B12.”
Three perfectly correct messages. Three messages that ask nothing of anyone. The reader scrolls, nods inwardly and moves on. No action, no emotion, no trace.
The problem isn’t the quality of the execution. The visual is clean, the copy is error-free, the logo is well placed. The problem is that there’s no intent behind it.
What real intent changes
Let’s take the same topic: the branch opening.
Information version: “We are pleased to announce the opening of our new branch in Baie-Mahault.”
Communication version: “You used to lose 40 minutes in Jarry traffic to come see us. Not anymore. New branch in Baie-Mahault, open Saturday morning. The first 30 customers leave with their file processed on the spot.”
Same information. A clear benefit, a precise target, a reason to act now. The second message can be measured. The first can’t.
Another classic case: the 4x3 m roadside billboard. Twelve lines of text, four partner logos, a three-centimeter QR code. Nobody reads that at 70 km/h. An effective billboard comes down to five words and one idea. The rest is filler to reassure the person who signs off on it, not to convince the person looking at it.
Why this habit is so stubborn here
In our territories, everyone knows everyone. The market is small, reputations are built largely through word of mouth, and many businesses assume that simply being present on social media is enough to stay on the radar.
On top of that, there’s a culture of institutional announcements. You inform partners, thank elected officials, mark the occasion. The message is aimed at the ecosystem, not the customer. And when a piece of communication is approved by five people internally, it always ends up smoothed over until it no longer bothers anyone. And therefore no longer interests anyone.
Agencies share part of the blame. Producing a nice image is quick. Building a message that drives action requires understanding the target, choosing an angle, giving up on saying four things in order to say one thing well. It’s more uncomfortable, and harder to defend in a meeting.
Three questions before you publish
Who exactly am I talking to? Not “Guadeloupeans,” not “our customers.” One person, with a specific problem.
What do they gain by listening to me? If your message is mostly about you, your team or your company anniversary, they gain nothing.
What do I want them to do? Click, call, visit, reply, share. If you can’t answer, your reader won’t know either.
The real measure
Communication that works can be measured. Traffic, incoming calls, quote requests, store visits, replies in the comments. Not likes from your own staff.
If your posts haven’t generated anything measurable in six months, you don’t have a frequency or budget problem. You have an intent problem.
The good news is that it can be fixed: start by accepting that you’ll say fewer things, and say them to your target audience.
You can also start by talking with our team of communication and marketing enthusiasts: get in touch today.