Have you ever thought of a document that introduces your business to stakeholders and at the same time convinces your prospective clients to take that action you want them to take?
I know you are thinking the same thing I’m thinking. What a relief!!! You mean there is something like that. Yes, there is and it is your company profile. If you’re looking to ease your marketing process and pitch your brand effortlessly to prospects, you should consider creating one.
An engaging company profile is a great way to connect with prospective customers – and convince them. It helps you portray a professional image, helps to establish rapport and reinforce your brand.
Here is a list of things you must consider when creating a company profile. Remember I said must.
- The Reader
I know this is going to sound cliché but it is a cross you have to bear as long as your business is alive. It is the basis of all you are ever going to do as a brand. You must think about the reader (prospect) first – your Company’s profile needs to make a connection with them. Questions to ask –
- Who is your intended reader?
- How much time will they have to read your Company’s Profile?
Research shows that our attention span is getting shorter. It is important to keep company profile short and resourceful.
- The Content
A lot of brands simply prepare their company profile based on standard guidelines, without looking at it from the prospect’s end (See, I told you it’s the basis. It is always about the audience). The content should be based on thorough research of what the prospective clients want to know. “What do your prospective clients want to know about you?”, “What would influence their purchasing decision?”, “How can we help their business or add value to their lives?”.
- Visual: Images/Graphics
A lot of companies miss a golden jackpot when they do not use images for their Company profile. When you’re profiling the business owner and/or key staff members, include a small photo of the person next to their profile. That way, the client can put a face to the name, which helps to build rapport.
You may also consider including a photo of your business premises, if appropriate and use relevant graphics to accompany your text.
Photos of your leading products or recent work can also be included. The inclusion of high-quality photos can give your business a leverage.
- Case Study / Feedback
One of the best ways to write a convincing Company profile is to tell a convincing story. I’m not talking about Superstory here. I mean real stories of what you’ve done for your previous clients. Sometimes you have to stop telling them what you can do and just show them what you’ve done.
Make a case study that resonates with your prospect’s need and you are a step away from landing a sale. They want to see results. Simple!
I think I know what you are thinking. My business is a startup we don’t have any case study. Well, there is always a solution to every problem. Create a ‘Dummy Case Study’ that can justify your competence for the service you offer. This is an effective way to sell and win businesses when you don’t have a real case study/feedback.
- Reinforce your brand
There’s no better place to reinforce your brand than in your Company Profile. Your Mission and Core Value statements can be used to outline and reinforce what your business is about and what you stand for.
Don’t forget to use your company logo and company colours. This will ensure consistency for your brand. Just like when you see yellow, within a mini-second, MTN comes to mind.
Now that you know what to consider in creating a Bespoke Company Profile, click the link below to download our FREE Company Profile Template.