How to attract premium clients, small business marketing, professional writer Australia, Lyndall Guinery-Smith

How to attract premium clients

Do you want to know how to attract premium clients who are willing to pay more?

When I ask, “Who is your ideal client?”, a lot of small business owners reply, “Anyone who wants to buy X,” referring to their product or service. In a way, this is true. However if you want to attract clients who are willing to pay a premium price for your products or services, you’ll need to sharpen your focus.

If you’ve already been in business for a while, you’ll know there are some clients who are more profitable than others, and some who are willing to pay more to secure your product or services. Of course, we all want to attract premium clients and focus on them, don’t we? Quite simply, these clients can clearly see that you demonstrate VALUE to them.

People buy value and are more likely to pay a premium price when that value is clearly demonstrated.

There’s an old adage in writing – “Show, don’t tell”, and as such, the secret to demonstrating value in order to attract premium clients is not telling people how you add value, but in showing them.

Without a doubt, everyone in small business solves some kind of problem. If you want to display your value proposition to a broader audience, you need to show them how you solve their problem.

For example, if you sell cleaning products, you could demonstrate how you help people to clean their homes or business premises faster, easier or more economically. If you’re a graphic designer, you could show businesses how you help them to brand themselves with the professional presentation on their website, business cards, printed materials, etc. You get my drift! Show your clients how you add value and solve their issues.

At this point, it’s important to remember who you are targeting – i.e. who your ideal clients are. You need to specifically target this audience, addressing their particular needs and problems, and showing how you solve those issues for them.

7 ways to attract premium clients by demonstrating how you add value:

  1. Before & After shots

    This type of visual tool provides the reader with an understanding of the results which can be achieved through your product or service. For example, let’s say you do lawn and garden maintenance. Imagine the power of using before and after photos to show the outcome of your hard work?

  2. Case Studies 

    A very powerful tool which give a brief overview of a completed project. Case studies demonstrate how you solved a client’s problem and the outcomes you were able to achieve for them. It’s a great idea to include some step-by-step photos in the case study and demonstrate your process, particularly when it is complex. Share these stories on social media for added exposure, and include people in the photos to humanise the case study. Adding a testimonial provides even more oomph to your case study.

  3. Testimonials 

    There’s nothing as powerful as the testimony of past and present clients who attest to your skills and expertise. As a third party, their words are much more powerful in persuading potential clients than yours will be. Your testimonials need to explain how you solved the client’s problem and the outcome you achieved on their behalf. Readers will identify with the problem and the testimonial demonstrates how you’ve already confidently and capably dealt with the issue for others.

  4. Video

    Using video to demonstrate your product and how it works is a great way to demonstrate value. If you offer a service, you could use the power of video to walk your viewers through the process you use. Perhaps you could even feature a brief video testimonial from a happy client.

  5. Offer free quality content 

    Demonstrate your authority and expertise in your chosen field by offering free quality content on your website. Free content shows that you know your stuff and you’re happy to share your knowledge. Readers enjoy free articles, infographics and downloads which enhance their understanding of your product, service, industry or current issues.

  6. Build and nurture a community

    Establishing a community around you is a great way to demonstrate value. Setting up a Facebook group is free, simple and a great way to interact with people interested in your industry. Interact with people in your group on a regular basis, encouraging questions and comments from them. By answering questions in your group or other online forums, or by publishing a regular online newsletter or blog posts, you’re able to further demonstrate your knowledge and help your clients at the same time. Once you establish rapport, people are more likely to buy from you. When you showcase your authority, they are more willing to pay a premium price.

  7. Host an event

    A great way to gather like-minded individuals and potential customers is to host an event. You could focus purely on networking, which provides people with the opportunity to meet and work with others in the community. You could run it as an information sharing event where you educate clients on a topic related to your industry. Or you could show your community spirit by hosting a fundraiser for your nominated charity. All these events put you front and centre, helping to build your brand and establish you as an authority figure who people want to buy from.

Be patient, it’s a process and you won’t see results overnight. However it’s certainly worth putting some time and effort into these methods as part of your marketing strategy.

A combination of these tips will attract a wide range of clients and assist in demonstrating how you add value. Those clients will then get to know, like and trust you. Once you’ve established trust and capability, clients are definitely more willing to buy and will also step up to a premium price range.

Have you tried any of these methods to attract premium clients? How do you successfully attract premium clients? 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

 

Unique selling proposition, small business marketing strategy, Professional Writer

Unique Selling Proposition – Why every small business must have one

Do you know what your Unique Selling Proposition is? As a small business owner, have you really thought about what sets your business apart from its competitors?

In the crowded, busy and sometimes overwhelming business world, we all need to find a way to stand out from the crowd.  When your target customer experiences more than 10,000 marketing messages each day, getting them to notice you and your product or service can be quite a challenge.

The essential first step to getting noticed is to identify what makes your business unique, what sets you apart? Knowing your Unique Selling Proposition, or USP, is perhaps the most essential part of the marketing process, as it forms the foundation of your marketing strategy.

What exactly is your Unique Selling Proposition?

  • It’s something you offer that your competitors don’t offer
  • It is your competitive advantage
  • It defines your position in the market
  • It’s a remarkable benefit that no other company can claim
  • It’s the reason why your customers decide to buy from you

Some examples of a USP are:

M&Ms – The milk chocolate melts in your mouth, not in your hand

Disneyland – The happiest place on earth

Porsche – There is no substitute

Hallmark – When you care enough to send the very best

Subway – Eat Fresh

While these slogans from big business are all relatively simple, each one conveys a message and a brand promise to the audience, which is what motivates the customer to buy. I’ve used examples from big business because they are household names. Think about each one’s message and the connotations it has. The same principles apply to small business.

What is the purpose of your USP?

  • The USP differentiates you from your competition
  • It can help you formulate your brand message
  • It helps you to effectively target your marketing towards the people who want to buy from you

Your USP must be more than a meaningless slogan – it’s the reason you’re in business, it embodies your values and what you deliver – that is, your brand promise. When you tell people your USP, if their reaction is “who cares?”, then you need to go back to the drawing board. Your USP needs to generate interest, intrigue and motivation in your customers.

Once you know what your USP is, you can convey it to your prospective customers. In fact, it should form the foundation of your content marketing, including your website copy and all social media content, advertising and promotions.

You may already know what sets you apart from your competitors. Are you communicating this effectively to your customers?

Identifying your USP

The first thing you need to do is to let go of any assumptions, beliefs or preconceived ideas you have about your USP, and ask your customers. Identifying your USP from your customer’s perspective allows you to confirm exactly what they want, need and desire – and how that links into your product or service.

Ask your customers what’s important to them. Is it a quality product or a cheap price? Great customer service or fast self-service? A product which fixes their issue long term or a cheaper quick fix? Ask them what motivates their buying decisions, what outcome are they looking for? What features or benefits do they seek out? Why do they buy from you?

Take the feedback your customers provide and write a list of all the reasons people buy from you. Once you have the list, try to narrow it down to say, 3 potential factors, then choose the one which you feel is the biggest factor in motivating people to buy from you. Now you have your USP.

Why you need to know your Unique Selling Proposition

The major advantage of defining and using your USP in your marketing is that it allows you to compete on your own strengths and avoid the price war.

Too many small businesses default to competing in a price war, with their competitive advantage based on being the cheapest. While this may win business in the short term, competing based solely on price may not be a good business strategy in the long term. If you keep trying to outdo your competitor’s prices, all you’re doing is lowering your profitability (and theirs!). Price wars are often called “The race to the bottom”. This refers to the race to have the lowest prices, where “winning” is not necessarily in the best interests of your bottom line or the growth of your business. Of course, this does depend on your target market.

There are plenty of other ways for your business to stand out, such as delivery time, customer service, longevity of the product, convenience, and so on. Particularly if you’re competing against big businesses, you’ll never win if you base your strategy solely on cheap prices – their buying power will outstrip yours every time. Highlighting your Unique Selling Proposition allows you to market your business in a much more sustainable way.

Identifying and using your Unique Selling Proposition as an integral part of your marketing strategy is an important step if you want to run a profitable business, now and in the years to come.

 

Hopefully, the above information has provided some tips you can use to understand the importance of a Unique Selling Proposition. Have you already identified your USP? Have you seen an example of an outstanding USP? Please leave your comments in the box below, thank you.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Build trust, professional writer, website content, how to get people to buy, small business marketing, Lyndall Guinery-Smith

7 ways to build trust with your readers

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2.  Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3.  Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable.  Find your readers’ pain point/s.

4.  Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5.  Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6.  Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7.  Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

 

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

How to work with a professional writer, professional writer australia

How to work with a Professional Writer

Do you want to know how to work with a professional writer?

Many small business owners know their business operation intimately and are very good at what they do. However they may not have the skills required to attract and engage new customers… and we all want to attract and engage customers, don’t we?

The process of working with a professional writer is unknown territory for some. However, many small businesses are now benefiting from the creative talents of a writing professional. For example, while you may be a fantastic plumber, builder or security expert, you may not be confident in your writing ability. Writing about yourself or your business for a Company Profile or your website copy can be challenging. That’s where a professional writer can help.

How to find a professional writer

There are many ways to find a writer, but the most common way is either through a Google search or by referral. Once you have one or more writers who are of interest, check out their website to see what they can offer you.

Know what you want 

It’s important to have at least a rough idea of what your project entails before you approach a prospective writer. In order to provide an accurate quote, the writer will need to know the size of the project and the outcomes you’re looking for.

What experience and qualifications does the professional writer have?

Read the writer’s bio or About page to find out their background and experience. Read their testimonials too.

IMPORTANTLY – Is English the writer’s FIRST language? If you want professionally written copy, you need to work with a writer who speaks and writes English exceptionally well, and who has been fully educated in English. Would you outsource your accounting work to someone who wasn’t a well-educated, exceptional accountant?

Seek out a writer with experience in the type of project you’re undertaking. If you wish to have a Company Profile professionally written, find a writer who has experience in this area.

Is your field specialised? For example, Real Estate is a specialised field where it’s important to have a writer who knows the industry well and who has significant work experience in the property sector. A writer with such experience offers expertise and knowledge that general writers or those who are new to professional writing cannot offer. Choose wisely.

Check out the writer’s past projects

So that you can be sure the writer you choose is right for your project, check out their past projects. Most professional writers will either have samples on their website, or ask you to email and request copies of samples. Be cautious about dealing with any writer who is unwilling or unable to supply samples.

When you read writing samples, be aware that the tone and structure of the document is often set by the client. Therefore, your project will vary from the samples shown. Samples are simply a good way to see whether you like the writer’s style.

Contact the writer

Check out the writer’s contact page on their website to find out the best way to get in touch with them.

A good professional writer will spend some time with you either in person or on the phone. They will ask questions, take an initial brief and ensure they have a thorough understanding of your needs before providing a quote.

In my experience, every project is different. It’s important to truly listen to clients and understand what they’re looking for, rather than take a one-size-fits-all approach.

If you ask more than one writer to provide a quote, ensure you know what you’re getting from each person so that you can accurately compare the prices. Remember, as with most things in life, you get what you pay for. You pay peanuts, you may well get monkeys! Just sayin’…

Set the wheels in motion

Now you’re ready to work with a professional writer! Once you agree on the price, the professional writer will provide an agreement for you to sign and ask you to pay a deposit – usually 50% up front.

Once the paperwork is done, the writer will set up a suitable time for an interview. They will ask you to provide as much information as possible about your business, your clients and your processes in order to fully understand what you do and how you work. A lot of questions will be asked, so be prepared to answer them. This gathering of information is a very important part of the writing process.

Taking the information you’ve provided, a good professional writer can then write about your business with your customer in mind, in language which appeals directly to your “ideal client”. After all, attracting and connecting with your customers is what it’s all about! That’s why you want to work with a professional writer, isn’t it?

The writer will supply you with several drafts – with the number as agreed between you.  If you have the brief right and you supply all the relevant information to the writer up front, you should only need 2-3 drafts and then the final copy.

Bear in mind that most professional writers are WRITERS, not graphic artists. We write quality content and copy, whereas designers make it look beautiful with the use of colour, logos and design to your specifications. They are two distinctly different jobs.

If you have any queries about how to work with a professional writer, feel free to contact me. I’ll be happy to answer your questions.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

How to connect with your customers, Professional writer Australia, Lyndall Guinery-Smith

How To Connect With Your Customers

As a small business owner, are you unsure how to connect with your customers?

Establishing a strong connection with prospects and existing customers is a vital part of the sales and marketing process.

I’m often asked, “What’s the secret to building strong connections with our customers?” The answer is that there are a variety of approaches to relationship building, but perhaps the most important one is the Know, Like & Trust Factor.

As you’re probably aware, most people prefer to buy from those they know, like and trust. This is why we need to use tools such as social media to tell our story and provide an opportunity for people to get to know and like us, and hopefully build the relationship to a point where they trust us enough to buy from us.

The Know, Like & Trust Factor is a key part of building brand awareness. This is a process and not something you’ll necessarily see an instant return on investment for.  It’s important to remember that marketing is about building those relationships and establishing your brand, whereas advertising is about getting an instant response from your prospect.

How to get your customers to KNOW you

  • Do your research – find out who your prospects are, what do they care about? What problem can you solve for them?
  • Have a distinctive theme, style and branding – use it across all your marketing
  • Be visible – Develop a social media strategy and set up a posting schedule so that you’re appearing in your prospects newsfeeds on a regular basis
  • Post valuable and relevant content that your audience will love
  • Share your blog posts with online publications that your prospects read in return for a byline and link back to your website at the bottom of the post
  • Attend networking functions or events where your prospects hang out and chat to them
  • Find ways to add value without asking for anything in return – give them something worth keeping or sharing

How to get your customers to LIKE you

  • Have an engaging About Us page on your website, tell a story and form a connection with them
  • Use your photo on your profile or About Us page – it allows people to put a face to the name
  • Remember to always write for the reader, not for yourself – it’s about THEM, not you!
  • Be personal, write for that one ideal customer as though you were speaking directly to them
  • Show your authenticity – don’t try to be something you’re not
  • Be generous – offer free advice or a free initial consultation
  • Hang out where your tribe hangs out online, contribute to the conversation, interact and be helpful and you’re more likely to be remembered
  • Share and promote others on social media or your blog
  • Remember, social media is about building relationships, not selling, so you should be aiming for 95% useful and engaging content, 5% selling

How to get your customers to TRUST you

  • Keep your promises – if you say you’ll deliver, then deliver – on time, every time
  • Be consistent with social media posts, newsletters, quotes or anything you send out
  • Share quality content, be helpful
  • Ask prospects or readers to share their pain points with you and address those issues in your posts so that they feel you genuinely care about them (no names mentioned, of course)
  • Gather and share testimonials and case studies – these are very powerful
  • Have a compelling and consistent message

I hope this post has given you some ideas on how to connect with your customers.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

Company profile, Professional Writer, Company profile writer, company profile template, Professional Writer Australia, Lyndall Guinery-Smith

How to write an Engaging Company Profile

An engaging Company Profile has the power to attract and inspire your potential customers. Have you read your Company Profile lately? Is yours a dry tale which simply recounts your organisation’s history? Do you think it entices readers to buy from you?

If you want to attract more customers, your Company Profile needs to detail more than just your history. It needs to explain the story behind what you do and why you do it. This story should inspire the reader and make them feel that they want to be a part of your story – that is, to buy your product or service.

While your Company Profile naturally needs to be about your company, it needs to be equally as much about your customers and what you do for them.

How do you engage your potential customers and make them feel part of your story?

Try these 5 ingredients for an engaging Company Profile:

  1. WHY you do what you do

If you haven’t seen the Simon Sinek TED talk about the Power of Why, I strongly suggest you take 5 minutes to watch it now. His message is very powerful. Sinek says, “People don’t buy what you do, they buy why you do it.” This is a fact.

When purchasers are faced with a choice between one product or service and another, they tend to buy the item that “feels right”. This is often due to the story which is told in their marketing message.

While I personally think it’s important to include your “why” into your Company Profile, you don’t always need to start with it, just so long as you include it in your story.

  1. What you do

Surprisingly, some Company Profiles don’t clearly state what the organisation does – what you produce, the service you provide or what you specialise in.

When outlining the contents you wish to include, it’s important to view the organisation from the perspective of a person who has never encountered your company before. It’s also important not to make assumptions. All the details must be laid out clearly and concisely.

  1. How you do it

While detailing every step of your production process is quite unnecessary, you should discuss how you go about doing what you do, especially if your process is different from your competitors. Do you pay more attention to detail? Is your product or service tailored to the customer? Do you provide more personalised service or a different end result due to your process? If so, be sure to share this with your readers.

  1. The problem you solve for your customers

You’ve probably heard the acronym WIIFM – which means “What’s in it for me?”. When your prospective customer is reading your Company Profile, they might want to know what you do, how you do it and why you do it, but ultimately, they want to know what you can do for them.

Your customer has a problem and your role is to solve it, so be sure to tell them how you solve that problem. Make them want to get in touch with you right away.

  1. Reasons why your current and past customers choose you

This continues on from addressing the problem you solve for your customers. You need to include some details about the outcomes you’ve achieved for current and past customers. Chances are, the reasons your prospective customers may choose to buy your product or service are the same as those who’ve chosen you in the past, so clearly explain those reasons. This can also set you apart from your competitors.

Another great way to reinforce this message is through the use of Testimonials. These third party endorsements are an essential inclusion on your website and in a full-scale Company Profile (i.e. 4 or more pages, not a single page profile).

 

For more Company Profile tips, check out the following posts. How to make your Company Profile stand out and 7 top tips for a winning Company Profile – from a professional and How to write a Company Profile that wins more business.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer, and an experienced Company Profile writer. I have a strong background in small business management and actually enjoy writing an engaging Company Profile for my clients … as crazy as that sounds!. Yes, I ask a lot of questions! Rest assured, I will work with you to create an engaging Company Profile your customers will want to read.

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

Company profile mistakes to avoid, Company profile tips, How to write a Company profile, Professional Writer

7 Company Profile Mistakes to Avoid

mpany Profile mistakes can easily be avoided with a little planning and attention to detail. Whether you’re writing a fresh Company Profile or updating an existing document, there are a few mistakes which a lot of people are making without realising it. Correcting these mistakes can mean the difference between the reader throwing your profile in the bin and securing their business.

Mistake no. 1 – Not considering your audience

The first question you need to ask before writing a Company Profile is “Who am I writing this document for?”  Who are our existing customers? Who are our ideal customers? What are their expectations regarding the length of the document, particular details contained in it, formal vs informal tone, etc.

You wouldn’t write a Company Profile aimed at high-flying corporates in the same way you would write one aimed at tradespeople. Why? Because the expectations of the two groups of readers  are likely to be different. The corporates generally will require a great deal of detail and a more formal tone, whereas tradespeople are generally time-poor, so they want a shorter document which gets straight to the point and uses everyday language rather than jargon.

Who will be reading your Company Profile – and what are their expectations?

Mistake no. 2 – Being boring

Yes, a Company Profile is a business document, and generally requires a business-like tone, but it doesn’t have to be boring.

If you want people to read your profile, you need to ensure you include information they are looking for. Just think of some of the frequently asked questions you get from clients – and answer them!

You can also use colour in your headings, include charts and diagrams where relevant, and also include photos of your staff, vehicles and/or business premises where relevant.

How can you make your Company Profile interesting?

Mistake no. 3 – Not celebrating your achievements

It astounds me the number of companies who don’t celebrate their achievements. If you’ve been nominated for or won an award, achieving great sales growth or increased your customer base, these are just some of the things your readers want to know. Detailing these achievements demonstrates your commitment and shows that others are sharing in your success.

Do you have any achievements which can be celebrated in your profile?

Mistake no. 4 – Not using headings

Yes, this does seem obvious to most people, but there are some Company Profiles out there which contain paragraph after paragraph of text without any clear delineation between the topics discussed.

It’s a good idea to use bold and/or a larger sized font for your headings. You can also use colour to add interest by choosing one or more of your logo or corporate colours.

If you profile is more than 2-4 pages, you may also wish to include an index page to make it easier for the reader to find the information that is relevant to them.

Mistake no. 5 – Being too long-winded or too brief

Before writing your profile, you should consider the reason you’re writing it. If it’s for tender documents, what length of profile is expected – 1 page, 4 pages, 24 pages? This is an important consideration because you don’t want to put together a 24 page profile with loads of detail if the reader wants a brief single page summary document.

Same goes for the actual writing. There’s no need to waffle on too much about your organisation, just state the facts clearly and concisely. However, you need to be careful not to go the other way and not provide enough information for the reader to make an informed decision too. 

Mistake no. 6 – Not checking spelling, grammar and typos

This seems like a no-brainer, but the simple things like spelling, grammar and typos are often overlooked. Leave yourself enough time to get a co-worker, your spouse, a friend or your boss read through the document thoroughly so that you can make any last minute changes necessary before you submit it – or print multiple copies!

Mistake no. 7 – Bending the truth

Ah yes, bending the truth, otherwise known as “gilding the lily”, pumping things up a bit or fibbing. This is very unprofessional and it will deteriorate your brand if and when your clients or competitors find out you haven’t been truthful. We all want to appear to be a successful organisation. It’s important to be truthful about your capabilities.

 

So there you have it! With a little planning and attention to detail, you’ll benefit from knowing these 7 Company Profile mistakes to avoid.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. With a strong background in small business management I actually enjoy writing Company Profiles (as crazy as that sounds!).

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

Generate content, Content ideas, blog post ideas, professional writer

Generate content your readers will love – 5 tips

Not sure how to generate content for your blog posts? Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

You know how much good website content can help your Google ranking and how social media can influence people to buy from you, yet you still don’t post because you don’t feel confident your posts will be read …

Here are 5 ways you can generate content your readers and customers will love.

  1. Start a conversation with your customers. Ask them:

  • What do they like about your products or service?
  • Why do they come to you?
  • What problem do you solve for them?
  • What helps them make their buying decisions?
  • Think about your FAQs – Frequently Asked Questions. What are you asked regularly?
  • If you already have a Facebook, Twitter or Pinterest page, ask readers what they like, what they don’t like and what they want more of
  1. Ask your suppliers for information you can share

Your readers want to know, like and trust you and your products before they will commit to buying. What information can you share with them which will build confidence in you and the brands you sell? Suppliers and manufacturers are often a mine of information regarding their products and services, including photos, case studies and other various types of information. Be sure to let the supplier know what you want the information for and get their permission to share it.

  1. Brainstorm content ideas

Get together with your staff, business associates or a group of friends. Take care to include people who are similar to your target audience so that the information is more relevant to your customers. Have a list of questions ready before the session, so that you can get the discussion flowing. Make a list of issues they raise, questions they ask and this will result in topics which you can write about.

  1. Check out what your competition is doing, and do it better

One good thing about websites and social media is that they make it easy to stalk your competition. Why not check out what they’re doing – they will probably do the same to you. Make sure you don’t just copy their tactics – work out how you can offer something better or capitalise on your point of difference.

  1. Remember the 80/20 rule when it comes to generating content

80% of your content needs to be light-hearted – informative, case studies, story-telling, amusing and/or confidence building. ONLY 20% of your posts should be directly selling a product or making an offer to your readers. Social media needs to be just that – SOCIAL. It’s not SELLING media. Readers get turned off very quickly if all you post are BUY FROM ME messages. Remember they’re only a click away from unfollowing you.

I hope these tips have given you some ideas on how to generate content your readers will love.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

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7 top tips for a winning Company Profile – from a professional writer

Your Company Profile doesn’t have to be a boring document that people don’t read. It can be a vibrant and interesting introduction to your organisation which helps you win more business.

The following 7 tips from a professional Company Profile writer can guide you in writing the best possible document, which will help sell your business to your prospective customers. Some of the tips may seem basic or logical, but you’d be surprised how many people make simple mistakes – and it can cost you dearly.

  1. Plan your content first

Use a blank sheet of paper or a new Word document. List all the items you want to include in your Company Profile.  Don’t worry about order at this stage – you can work that out later, just write down your ideas.

A mind map can be helpful in this process too – get out your coloured pencils and get busy!

Once you’ve done a rough plan, then go back and fill in some more content and ideas before you start writing.

  1. Tell the reader about your company

Yes, this is the whole purpose of the Company Profile, however, some profiles do everything BUT talk about the company and who is behind it.

Using a Mission Statement, stating Core Values and detailing your Vision can provide an outline of the company for your readers. Or, you may choose to be informal and simply write a couple of paragraphs about your business, where it came from and where it’s going in the future. Be careful not to use a generic company history which you’ve used for years – they can be SO boring. Keep the “where we came from” section short and simple.

Be sure to include some details about who is behind the company. People connect with people, not a faceless organisation. Include a profile on the key people in your business. It’s a good idea to include the staff members who deal with your customers, either face-to-face, on the phone or over the internet. This helps establish good customer relationships.

  1. Explain how you help the customer

Whether you’re dealing with individual consumers or businesses, it’s important to explain in a concise manner, exactly how you help the customer.

What “problem” do you solve for them?  How do you solve it?

This is a good place to emphasize your point of difference. Give the potential customer plenty of reasons to say “Yes” when you ask for their business.

  1. Make it easy to find information

Use an index or Table of Contents to ensure your readers can find the information they need quickly and easily. This is often best left until the end, as page numbers can change if you add or delete information.

Another way you can ensure the document is reader-friendly is to use headings for each section. If you map out the content and make it easier for the reader to find what they’re looking for, the more likely you are to make a positive impression.

  1. Use photos

People relate to people. Be sure to use a good head shot of the key people in your organisation next to their profile.

Other photos you may like to include:

  • Samples of your past work
  • Illustrations of your products and how they work – perhaps before/after shots
  • Your company premises – this is particularly helpful for those who are coming to visit you in the future
  • Company vehicles
  • A team photo which depicts the size of your organisation, if this is relevant

Ensure your photos are good quality with the best lighting available at the time. You may want to invest in using a professional photographer to enhance your company’s image.

  1. Include testimonials

No matter how much you sell yourself, nothing says more than an endorsement from a third party.

Ask your testimonial writers to place an emphasis on how you helped solve their problem – that way readers get more of an idea about the specifics of what you do and how well you do it.

  1. Make it easy to read

Print out your draft Company Profile and get several different people to read it. Ask them to be sure to point out any typographical errors, spelling mistakes, incorrect grammar or any text which doesn’t read well. This is an important step, as you often don’t see your own mistakes. The best person to read it is actually someone who knows nothing about your company. After they’ve read it, ask them to tell you what your company does, how you do it and whether they would buy from you.

If you want to make a great first impression and land the business, you need to look professional and be professional.

 

The above tips should guide you on your way to writing a winning Company Profile. However, if you’d like professional help to put forward your most powerful presentation, contact me – The Professional Writer – for an obligation-free discussion. Let’s talk!

 

Or, if you’d like to find out more Company Profile tips – check out these articles: How to write a Company Profile that wins more business and How to make your Company Profile stand out on this blog.

Do you have any Company Profile tips which have worked for you or your company? Please feel free to share via the comment box below.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and I’m a Professional Company Profile writer.

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.

 

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How to make your Company Profile stand out

Once you’ve made the decision to prepare a Company Profile, or update your old one, you need to take some time to think about the content. Yes, there are standard formats you can follow, which provide details of your company, what you do and how you do it.

Can I suggest you take a slight different approach?

Sure, you need to include information about your company – that’s what the document is for. But it’s also important to consider why the potential client is reading your Company Profile. What does he or she want to know?  It goes without saying that they want to know who you are and what you do, but what they REALLY want to know is … WHAT’S IN IT FOR THEM!

One big mistake many small businesses make when putting together their Company Profile is that they rehash the Company History, throw in something about products or services, then tack the contact details on the end. OK, this may not be your approach, but we’ve all seen this type of profile, and it’s missing the opportunity to connect with the potential client.

If you want your Company Profile to stand out, you need to build rapport with the reader and clearly demonstrate how you solve their problem or address their needs. This will help your profile to capture the reader’s attention much more readily and will complement the standard information on your company.

Here’s an example …

Let’s say you’re a builder. OK, we know you construct homes, but it’s more than that – you help clients bring their dream home to reality.

So let’s talk about their needs. But what are they?

Listen to what your clients ask for –

  • Do they want minimal contact or regular communication?
  • Premium quality, value for money or the cheapest price?
  • Is working to a timeline or schedule important?
  • Are qualifications and industry standards important?

One of the best ways to demonstrate how you meet your customer’s needs is to use the Mission Statement section of your Company Profile. You Mission Statement can portray the values of your organisation and reinforce exactly how you go about meeting the needs of your clients.

One important point – don’t say you do something if you have no intention of following through. At least some of your values must be a genuine match with the values of the client if you’re going to successfully do business together.

Other ways to set your profile apart include:

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Sample Company Profile Cover page

  • Use graphics or a striking image on the cover – not just your company logo. If your budget allows, use a graphic designer to produce a quality front page for your profile.
  • Use colour – most Company Profiles are just black and white, colour adds life and attracts the reader’s eye.
  • Use images to illustrate your products, show off your work and introduce your team – Connect with your potential customers and build rapport by using photos of your team, your premises and perhaps add photos of your clients next to their testimonials (this adds credibility to their comments). If you’re using photos of your staff, be sure to add a caption with their name underneath. This is a good way to help people “put a face to the name”, especially if you’re not dealing with them face-to-face. Images also help to add interest to the page and break up the text.
  • Include a Contents page, headlines and sub-headings – Make it easy for your reader to find the information they’re looking for my using a Table of Contents to direct them, plus headlines and sub-headings which separate content and make it easy to read.

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    Social network icons and stickers vector set

  • Include and DOUBLE CHECK your Contact Details – this may seem obvious, but please make sure you include ALL your contact details. Double check the phone number and email address are correct – this is VITAL. How do your clients contact you now? If you’re active on social media, you may want to include links to these pages, but only if you check your page or feed regularly and will respond to the client via this medium. If you’re not currently active, just use your phone number and email address.

If you’d more about Company Profile tips – check out the article: How to write a Company Profile that wins more business on this blog.

Do you have any Company Profile tips which have worked for you or your company? Please feel free to share via the comment box below.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I have a strong background in small business management and actually enjoy writing Company Profiles (as crazy as that sounds!).

I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line. I happily work with clients all round Australia. Email me to arrange an obligation-free discussion about your latest project.