Communicating effectively when you're not a communication professional: 4 simple rules to follow
Today, in a world driven by digital technology, a company’s communication can no longer be left to chance. For the head of a small or medium-sized business, social media has become essential: it helps increase visibility, build customer trust, and grow the business.
But when you're not a communication expert, how do you go about it? How can you avoid spending too much time without seeing results? Good news: you don’t need to be an expert to lay the foundations of effective communication. You just need to follow these 4 simple rules.
1. Before posting, ask yourself why
Posting “just because something needs to be posted” serves no purpose. Every message you share should serve a clear intent: to promote a product, share news, show your daily work, or offer a useful tip…
👉 Concrete example: instead of posting a simple photo of your latest project (e.g., a renovated room), ask yourself: what do I want to highlight here? Maybe you want to show that you meet deadlines or that you can work under time pressure. In that case, pair the image with a message like:
"Project delivered in just 3 days flat, without compromising on the finishing touches."
2. Speak to the right person
Effective communication doesn’t address everyone. It speaks to someone specific. That precision is what turns a post that’s merely seen… into one that generates engagement.
👉 Concrete example: if you’re in the restaurant business and you’re launching a vegetarian menu, don’t use a generic message like "Come try our new dishes." Instead, say:
"Looking for a tasty, homemade vegetarian alternative? Discover our new meat-free menu — 100% indulgence."
You’re speaking directly to the right audience.
3. Give your messages meaning
People don’t expect to read an ad. They want something real, practical, sincere. A good post can be a tip, an experience, a rant, a piece of advice, or a spotlight on your profession.
👉 Concrete example: instead of saying "Don’t forget to book your winter tire appointment," tell a story:
"This client almost missed a business trip because of worn tires. We stepped in at the last minute. Don’t let one small detail ruin your day."
You’re showing your value — without directly selling.
4. Post in the right place at the right time
Choosing the right platform is essential. LinkedIn, Facebook, Instagram, blog, newsletter… each channel has its own style and audience.
👉 Concrete example: if you’re a B2B company and you’re hiring, LinkedIn is often more effective than Instagram. On the other hand, to showcase a great team atmosphere or behind-the-scenes content, Instagram works well.
It’s not about being everywhere — it’s about being relevant wherever you show up.
In summary
Successful communication relies on four elements:
- A clear objective
- A well-defined target audience
- A message with meaning
- A relevant distribution strategy
Even without a background in communication, you can structure your messaging and achieve real results. To go further, there are tools designed specifically to help you build this approach, without spending your evenings on it. One such tool, ComInTime, guides you step by step, with simplicity and common sense.