If there’s one thing journalists love, it is solid numbers that tell a story.
“Our new office building was made with 95% recycled material”
…is tangible proof of this statement:
“Our commitment to the environment starts at the very literal foundation of our building and is a part of our core values as we do business”
Figures such as these provide vital endorsements to your overall message, and become succinct, powerful tools to help tell your story. By creating a visual asset with those numbers (an infographic, video or a poignant picture) the message becomes more powerful and shareable across multiple channels, grabbing the attention of your key audience on platforms such as social media.
Here’s one powerful example. We were working with a client at a university to promote the incredible research she was doing in the field of heart disease.
The data was complex, but the imperative to act was clear: she and her team had surfaced new information on why people were being re-hospitalized, and raising awareness on the topic could save lives.
We took key facts and figures from her research and presented them in an infographic. It broke apart the information using graphics, and gave key takeaways on how to improve out-patients’ quality of life. It made some incredibly intricate details much more accessible to a wide audience.
A white paper or research study is a great asset to distribute to your shareholders and other people who will want to spend a lot of time with that material. However, simplifying the data allows you to share it with other audiences—particularly those who may be interested in the underlying message but lack the personal knowledge of the topic to understand the white paper or read it at all.
If you tease out the most meaningful data and turn them into something like an infographic, you can then distribute snippets of that data to the public via social media, or perhaps accompanying a press release, so it explains complex concepts in an easily-understandable way. In this case, Simpler really is better. The visual component will grab a reader’s attention, and the snippet of data will get them thinking about your brand, and likely even make them want to learn more.
A picture literally can be worth a thousand words when used correctly. Visual assets should serve a functional use and be clear. As an example, the design platform Canva created a great checklist that we have internalized:
- Does this asset enhance my message in some way?
- Is this asset clear and easily read/understood?
- Is this the best possible type of asset for this context?
- How will my audience react to this asset?
Quickly run over these in your head before you include your asset to make sure you’re getting the absolute most out of this device. If your answers to these questions are respectively ‘yes’, ‘yes’ ‘yes’, and ‘with great positivity’, you’re ready to go.
Think you may have something that could use a visual asset? Contact us for more information.