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.