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Networking, How to grow your business through networking, networking for success, networking to win, professional writer, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

Networking tips to help grow your business

Building a strong network has proven a successful tool in growing my business. I’ve found networking to be much more effective than any advertising I’ve done, and have secured many lucrative contracts through people I’ve met at networking events.

Australia’s networking queen, Robyn Henderson of Networking to Win says, “Not only is networking an essential life skill, it’s also the most basic business tool in today’s competitive market. Networking will account for more than 87% of all business in the marketplace.”

If you need a printer, a designer, a mechanic or new hairdresser, do you think about people you know first? I know I do! I will resort to using Google or a local search only if I don’t already know someone who can do the job. So, who do you know?

I know a lot of people shy away from networking, perhaps because they themselves are shy. However, it’s important to remember that everyone is there for the same reason – to expand their network, learn and help each other, and grow their business.

Paying money to go along and eat a meal while you listen to a guest speaker is NOT effective networking! Meeting and connecting with other people is what it’s all about – so be sure to tap into your communication skills to make those connections.

Following are 9 tips for those starting out in networking:

  1. Decide why you’re networking

Are you attending to grow your network –

Would you like to meet influencers in your industry?

Do you want to get to know other business owners in your geographic area?

Are you there to learn more about business from the guest speaker?

  1. Choose the right networking event to go to

Do some research and work out which event your target audience attends, or which is most beneficial to those in your industry.

  1. Arrive early

In my experience, I’ve mingled and had the most interesting conversations at the beginning of networking events, before everyone sits down. There’s not much point in rushing in late and being flustered, so take the time to plan your day and arrange to be there early – or at least on time.

  1. Go with a positive attitude

It’s important to embrace a positive attitude towards attending the event. It’s much better to smile and be ready to meet new people than to go with the attitude that it’s simply a waste of time.

  1. Don’t be too eager

Hold off on handing out your business cards until you’ve at least had a conversation those you meet. Try asking a question about the other person’s business and listen to their answer before you launch into your own spiel. Showing interest in others can offer win their favour.

  1. Be sincere and authentic

While we all want to make a good impression, it’s important to take an interest in others, not just try to see what you can get for yourself.  People can tell when you’re being sincere – and when you’re not, so relax and be yourself. Use your best communication skills, and if you ask a question, take the time to listen to their answer with interest.

  1. Gather business cards from the people you meet

After you’ve met and chatted for a while, do ask people for their card, then offer yours in return. Make sure you take enough business cards or promotional materials to hand out so people will remember you and know how to contact you.

  1. Don’t overstep the mark

If someone gives you their business card, this does NOT give you permission to add them to your mailing list. You could send a follow up email with an invitation for them to subscribe, then it’s up to them whether they wish to opt in or not. If you add people to your mailing list without their permission, it is spamming – and certainly not a great way to win their business.

  1. Follow up

After the event, it’s important to follow up. A simple email in the days following the event (within 48 hours is ideal), allows you to touch base with those you’ve met in a non-threatening way.  So few people actually do this, so it does leave an impression and lets your new contacts know you’re interested in them. You could also offer to connect on LinkedIn or follow them on other social media.

Bonus tip:

Show up regularly! Networking is much more effective when you attend events regularly and get to know the other people who go along. Once you’ve established a relationship with other people in the group, it’s much easier for them to trust you with their business.

Whether you’re a B2B or B2C business, you may well find that networking can expand your horizons, increase your contacts and bring in more business.

 

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 over 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.

in Grow your business / Small Business Marketing 0 comments
How to connect with your ideal client, small business marketing, marketing, professional writer, Professional writer, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

11 ways to connect with your ideal client

If you’ve taken the time to identify your target market, you’ll want your marketing message to truly connect with your ideal client.  Whether you’re writing website copy, a blog post, article or advertisement, you must write with your reader in mind if you want to make a connection with them.

Here are some tips to help you make that connection and win more business:

  1. It’s all about relationships

Where would your business be without clients or customers? Things would be pretty quiet and you’d soon be closing the doors – that’s for sure. So, the ability to connect with your ideal client, then establish and maintain great relationships with them must be a priority – and it should be your end goal. This means being friendly and approachable right from the very beginning.

If you start out with a view to building relationships, you’re more likely to be successful. You know what they say – start with the end in mind.

 

  1. Know who your ideal clients are

Firstly, you need to get to know as much as possible about your ideal clients. Whether you have an established business or you’re just starting out, having a clear definition of your target market is essential. You can profile your market by preparing Ideal Client Profiles (ICPs) or Client Avatars. These profiles provide a precise understanding of who you’re targeting and may contain information such as your ideal client’s age group, sex, marital status, income bracket, where they live, eat, work and play, their hobbies and any other relevant information.

Talk to your current customers, ask them about their lives and what brought them into your business (instead of your competition). You can use this information to draw others in. If you’re just starting out, speak with people who are in your target market to find out more about their needs and wants. This information will provide vital clues in helping you to connect with your ideal client.

 

  1. Understand what your ideal client wants

Find out – What keeps them awake at night? What problem can you solve for them? What do they really want from you?

Don’t assume… Ask them. You may be surprised at the answers.

Use the information you gather to direct your marketing copy square at their concerns. By doing this, you will make them feel as though you are speaking directly to them and this definitely helps you to connect with your ideal client.

 

  1. Tell your story, but make it about the client too

About Us pages and Company Profiles can sometimes be dull and boring for your readers. While it’s important to provide some background details about the business, you need to find a way to weave in stories about how you help customers and the outcomes you’ve achieved on their behalf. They want to know about you, but they also want to know what you can do for them before they will commit to buying from you. Remember the old W.I.I.F.M…. What’s in it for me?

 

  1. Connect with your ideal client by being relevant and authentic

What kinds of questions do your customers regularly ask you? What’s important to them? What’s relevant to them? You may want to consider these issues before you start writing.

It’s also important to be true to your brand. Some small businesses try to replicate the style of another brand and that can sometimes come off as being inauthentic. Be careful copying…It’s rarely a good look! Spend some time working out the personality of your business, consider who you’re targeting and address the needs of your audience.

 

  1. Know how and where your customers consume content

Where do you customers find their information? Do they still read the newspaper in print? Do they read their information online? If so, where do they find information online? There’s no point in running expensive ads in a place where your target audience won’t see them.

 

  1. Use language your ideal clients can relate to

Again, think about your readers. Who are they? What’s their level of education?  Think about their expectations of your business and whether you wish to portray yourself as a polished professional organisation or a family-run, friendly and approachable local business.  The language used in your writing will be quite different in either situation.

 

  1. Offer assistance

A great way to connect with your ideal clients is to be generous in your offer to help them. Sure, there will be occasions where you help someone and get nothing out of it, but you’ll come out of it smelling like roses. Who knows, you might even get their business in the future.

Remember, people want to know, like and trust you before they will do business with you, and helping them out in a small way is often a great method of establishing a relationship quickly.

 

  1. Welcome your new clients

Thank your new clients for entrusting you with their business and be sure to make them feel welcome. It really depends on what your business is, but some companies have a “Welcome Pack” with information and/or samples for new customers to try. Think outside the box and see what you can come up with.

 

  1. Add value

Try to do that little bit extra – it will make you stand out from your competitors. As Dr. Wayne Dyer said, “It’s never crowded along the extra mile!” Deliver on your deadline a day or two early, provide a little something extra with their order or provide a discount on next order.

 

  1. Deliver on your promises and provide a great customer experience

It doesn’t matter what you say in your marketing, once you’ve secured the client, you actually have to deliver the experience you promised them. If you can’t deliver, then don’t make the promises up front!

Testimonials and endorsements from happy clients who’ve experienced your amazing product or service are a great way to demonstrate that you will deliver on your promises. Remember to ask your clients to review your products and provide testimonials about your awesome service. Most people are happy to have their say. If you’ve provided a great experience, you should get some wonderful feedback. There will always be someone who doesn’t like something you’ve done, but it’s how you react that matters. If the comment is on social media, it’s important to reply in a civil manner and offer to remedy the situation publicly.

 

I hope these tips help you to truly connect with your ideal client.

 

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 over 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.

in Grow your business / Small Business Marketing 0 comments
Ideal Client Profile, Create an ideal customer profile, client avatars, small business marketing tips, professional writer, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

How to create an Ideal Client Profile

Is your marketing attracting loads of new clients into your business? Would you like to get more engagement from your customers? An Ideal Client Profile may be the answer!

Do you actually know who your target market is? If you said “everyone”, you ‘re probably wasting valuable time and money. Instead of trying to market to everyone with generic messages, you’re more likely to see results if you narrow your focus and target specific clients – your most profitable clients! You can do this by addressing their pain points.

Your marketing message needs to resonate with your audience, as if you are speaking directly to the individual, which motivates them to buy from you. You want the reader to say, “Yes, that’s me… I need your help!”

By profiling your ideal clients, you will ensure you are communicating value to them, so their purchasing decision becomes less about cost and more about how you can help solve their problem.  This makes them a hot prospect, who is often ready to buy as soon as they make contact with you.

Think about who you are talking to with your marketing messages. This can be done by creating Ideal Client Profiles (ICPs) or Avatars.

An ICP is the collation of detailed information about your clients/customers, such as their wants, needs and habits.

Why create an Ideal Client Profile?

Let’s say I have a professional home cleaning business. Is everyone my ideal client? No, they’re not. Maybe we could say that all working Mums are our target market, but you can narrow it down further, as not all working Mums would want or need a cleaner on a regular basis.

If you have an existing business, base your Ideal Client Profile on one of your most profitable REAL customers, rather than a fictional character. This is important, as only real people can respond to your marketing and provide you with feedback so you know you’re on the right track.

My ideal client is Jane:

  • Married mother of 3 children
  • Works as an office manager for a professional services firm
  • Lives in a suburb my business services
  • Combined household income of $120,000 per annum
  • On weekends, the family enjoy a busy social life and children’s sport activities
  • She is a conscientious Mum who wants the best for her family
  • Jane doesn’t enjoy cleaning the house

This quick outline of my ICP shows that my ideal client is a busy working Mum who has the desired level of income and the motivation to hire my firm to do her cleaning.

You may have more than one type of ideal client, particularly if you have more than one product or service, so an number of ICPs may be required.

You can just start with a basic profile, and it can be revised and updated on an ongoing basis.

How to gather the information for your Ideal Client Profile

Some business owners put off preparing ICPs because they’re unsure where to find the right information.

For established businesses, it’s simple – ASK your customers! Talk to the, offer them an incentive to take a short survey or get them engaged with questions on social media.

If you’re launching a new business, you really need to know who your target market is up front. You could think of a friend or a number of people who epitomise the type of clients you want to work with. You can then create an imaginary person from a combination of these traits.

What to ask

There’s some basic demographics every business will need to know, then there are hundreds of behavioural variables which can come into play, depending on the market you’re targeting.

Some of the basic demographics are:
  • Age group
  • Gender
  • Occupation
  • Income bracket
  • Marital status
  • Number of children or no children
  • Life stage they are currently in
  • Academic background
  • Location
  • Holiday locations
  • Social activities
  • Sports and hobbies
  • Pet ownership status
  • What do they read? Where do they read it – online or print?
  • Which social media channels do they favour?
  • Wants and needs
  • Likes and dislikes
  • Short and long term goals
  • Motivations
  • Challenges
  • What keeps them awake at night?
If you’re an established business, it’s also important to find out:
  • How did they become your client? Referral, advertising, etc.?
  • What they bought from you
  • How often they purchase your product/s or service
  • Why do they buy from you?
  • What do they expect from your product/s or service?
  • What do they like or dislike about your product/s or service?
  • How do they use your product/s?
  • What is your point of difference in their eyes?
  • What is the basis of their purchasing decision?

Some people add a stock photo to their client profiles, so they can literally “picture” the person they are targeting in their marketing. If you’re a new business, you may need to use a stock photo, or a photo of a friend who fits your ideal client profile, until you’ve built a client base and you have a real client you can use to model your marketing on.

By taking the time to create an ICP, or a number of ICPs in this way, you’ll find you have a much more specific definition of your ideal customer. This will help you target them more effectively and gain greater return on your marketing investment.

Engaging your ideal client with your marketing

If you want your marketing to engage your ideal client, it’s vital to consider the information gathered in your Ideal Client Profile. Think about where your ideal client finds information – is it online or offline? Which publications (if any) do they read regularly? What are they searching for? What are their motivations? All these questions (and more) will determine whether your marketing message is successful.

Write as though you are speaking directly to that one particular person you’ve profiled in your ICP. By doing this, you’re aiming to form a personal connection with the prospective client and “warm them up” to buy from you.

When writing your marketing copy, it’s important to address:

  • Their pain points – what keeps them awake at night?
  • What issues do they need to overcome? Why do they need your product or service?
  • Tell them how your product or service can help solve their problem
  • Provide a clear call to action – tell them what you want them to do next

 

I hope the above tips on writing an Ideal Client Profile have been informative. The tips have been designed to help you to improve your marketing and bring more clients and customers into your business.

 

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.

in Grow your business / Small Business Marketing 0 comments
ways to stay ahead in small business, small business marketing tips, small business help, professional writer, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

7 ways to stay ahead in small business

Looking to stay ahead in small business?

Being a business owner can be lots of fun, but it can also be tough. It’s easy to get into a bit of a rut when you just keep on doing what you do, day in day out. If you really want to stay ahead in small business, taking a step out of your everyday worklife can sometimes be the most beneficial thing to do.

Keep Learning

We all need to stay on a journey of continuous learning and development, or we can quickly get stale.

Taking time out to learn new skills and techniques, and to catch up on what’s new in your industry is essential to your own development and that of your business. Attending conferences, expos, seminar and industry events can be a great opportunity to bring home new ideas and tips that will be of great benefit to your bottom line.

Read industry publications and industry-related blogs to keep up-to-date with the latest news and developments.

Form a team

The most successful businesspeople gather a network of supporters around them – people who are experts in their field and who are great at what they do. If there’s a particular part of your business which causes you headaches (or heart ache), maybe it’s time to delegate that task to an employee or outsource it. Whether you’re a solo operator or head of a team, you can’t do it all – ask for help from those in the know, and then get on with doing what you’re best at.

Don’t forget the most important supporters of all – your family, friends and business associates. The people who care about you want you to succeed and will often lend their support to you and your business, whether it’s a referral or recommendation to their network, or a listening ear when you just need someone to talk to.

Share

Share your knowledge and experience with your customers and staff. This includes the information you learn at events and through reading. Facts, figures, the latest industry trends and points of interest can be shared verbally when speaking directly with customers, or through your newsletter or blog posts. This illustrates your authority and shows you have a passion for what you do.

Nurture relationships

The success or failure of your business could well depend on the quality of your relationships. The ability to attract, engage and build relationships with customers is vital, and being willing and able to listen to your stakeholders, as well as what’s going on in your industry is very important.

Of course, we’d all love a large group of raving fans, who return to our business time after time, but to do this, we need to nurture those relationships by finding a way to make customers feel appreciated and included.

Manage your time

Yes, we’re all busy, but those who are successful in business have the same number of hours in the day as those who are struggling. Formulate a plan for the day – I often do this at the end of the previous day. Prioritise your tasks and do the hardest thing (or something you really would rather not do) first thing in the morning. This makes the rest of the day a breeze!

Learn to say NO sometimes

Whether it’s the demands of clients, staff, suppliers or other people, sometimes we need to be assertive and just say “No”. You don’t have to be rude about it, and of course, you would never want to offend, but taking on too much often brings poor results and that’s worse than saying no in the first place! Saying a polite “No” can be great for your sanity.

Take a break

While it can be easy to just keep meeting the demands of your business, it’s also important to take a break, or it could lead to burnout.

Taking holidays can be particularly challenging for small business owners, particularly solo operators. You may consider getting a Virtual Assistant to manage your work while you’re away, or simply inform your clients you’re taking a week or two off.

If that seems too much, try taking a break during the day to exercise, meditate or go to lunch outside the office, take a day off, a long weekend off or a mini-break of 3-4 days away from your work – preferably somewhere quiet and relaxing. From my own personal experience, a mini-break can be very beneficial to your mental health!

If you find it difficult to switch off and relax, use the time to reflect and regroup on your business, formulate a new business plan or develop a new product or service.

 

I hope these quick and easy tips have helped you think about how you can stay ahead in small business.

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 over 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.

 

in Business Plans / Grow your business / Small Business Marketing 0 comments
Simple Company Profile tips, Company Profile writing tips, Professional Writer, How to write a Company Profile, Company profile help, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

7 Simple Company Profile tips for struggling marketers

These 7 simple Company Profile tips may be helpful if you’re struggling with what to include and what to leave out of this important document. The tips are designed for a multi-page Company Profile, such as those used by many business in the construction, cleaning and real estate industries, just to name a few.

Following are 7 Simple Company Profile tips for struggling marketers

  1. Identify your ideal customer

Before you start writing your content, it’s important to know who you’re targeting and what they’re looking for. Just who is your ideal customer? Assume they know nothing about your company. You need to include some basic information about what you do, where you’re located and the cost of your products of services.

  1. Know the problem you solve

Clearly define the problem you solve for your customers (think big picture here) and outline how you solve it. For example, if you’re a portrait photographer, you don’t just take photos, you capture the essence of the person you’re photographing and help them portray their best side.

  1. Start with a benefit

Many businesses start their Company Profile with a boring company history. There’s a saying in marketing – “Nobody cares who you are until you tell them what you can do for them”. If you start with an introduction outlining what you do for your customers, and your passion for your business/products/services, you’re more likely to have an engaged audience.

  1. K.I.S.S. – Keep It Short and Simple

Most people are time poor and don’t want to read screeds of information. They just want to know a little bit about you to ascertain whether they want to do business with you. It’s important to give them the opportunity to get to know, like & trust you, but you don’t need loads and loads of information to do this. The aim of a Company Profile is to get the reader interested in doing business with you. They need the basics, written in a way which engages them and has them wanting to know more about you.

  1. Use an index and topic headings

A list of topics and page numbers at the front of the document will help your readers to quickly locate the information they’re looking for. Of course, you hope they will read the entire document. However this is rarely the case, so use topic headings to make it easy for your readers to scan.

  1. Use visuals

Use photos of yourself, your staff and your business premises if appropriate. This is another important step in your readers getting to know, like and trust you. People do business with people and using photos is a great way to form a connection with prospective clients. Using diagrams, maps and illustrations, where appropriate, can also be very helpful.

  1. Use these Company Profile tips to map out your profile

Where to start? Grab a piece of paper or a blank document and start with an outline of the topics you need to cover. It doesn’t have to be perfect, just write it all down and you can add or delete later. Then add information to expand on each of the topics.

I certainly hope these 7 simple Company Profile tips have helped you write a better profile which gets noticed by your prospective customers.  However, if you feel you’re in need of professional help with writing an outstanding Company Profile, please feel free to email me at any time.

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.

If you enjoyed this article, you may also like:

Building the Know, Like & Trust Factor: Getting Known Online

7 tips to engage your readers online

How to attract clients who will pay a premium price

 

in Company Profiles / Grow your business / Small Business Marketing 0 comments
win your customer's trust, win trust, win clients, client attraction, website content, professional writer
 by Lyndall Guinery-Smith

How to win your customer’s trust

So, you want to know how to get customers to trust you and your business? Here are the details …

As you probably already know, people buy from businesses they know, like and trust. Once they get to know and like your business, you’ll need to understand how to win your customer’s trust. It’s often a step-by-step process, and it can take time to build trust. Of course, the level of trust required by customers sometimes depends on the value of the purchase. For a small purchase at a low price, the required level of trust is low, whereas it’s usually high when it comes to more expensive items such as furniture, cars, travel and houses.

Your website is most often the first point of contact for prospective customers and a valuable resource in building your “know, like and trust factor”.

This is the third article in a three-part series which will help you boost your “Know, like and trust factor”. Click on the following links to read about how to get customers to know and like you.

9 ways to win your customer’s trust through your website…

 1. Address Your Audience

Know who is reading your information and write with your audience in mind.  Think about their level of understanding of your products and services, and clearly explain what they need to know to make a purchasing decision.

2.  Be Clear

Make sure the information on your website is easy to navigate and clearly written. Use everyday language rather than jargon.

3.  Show Customers How You Help Them

If a prospective customer lands on your site, they’re most likely looking for information about your company or your products and services. They have a problem and you need to clearly demonstrate how you’re going to solve it for them.

4.  Have a page for FAQs

Answer every frequently asked question so that your buyers have all the information they need to make an informed buying decision. If you really want to win your customer’s trust, you need to make sure all the information they need is readily available.

5.  Be Authentic

Be yourself, stick to your brand message – don’t try to be something you’re not. Your prospective customers will quickly lose interest if they feel you’re not being authentic.

It’s also important to humanise your content, making it simple and easy for readers. Don’t be too formal and staid. Remember to keep your audience in mind.

6.  Be Generous

Where appropriate, give something away for free. This may be a free trial, a sample of your product or an information product which shares valuable information and educates them about your products or shares industry information.

Industry experts often advise us to “give away some of our best stuff” in order to build trust.

7.  Be Consistent

If you make a promise, keep it. Do you have an email newsletter or a blog? This applies to your schedule for sending out newsletters or posting blog articles. If you say you’re going to post daily, post daily, or if it’s weekly, fortnightly or monthly, ensure you follow through on this. While it might seem minor to you, the recipient can feel let down if you don’t deliver what you say you will.

Consistency is also important when it comes to the quality of your posts.

Updating your blog and social media can be time-consuming, so it sometimes falls through the cracks. Try not to let this happen. If a prospective customer goes to your Facebook page, will they find any recent posts?  If you’re busy, you can schedule your posts to appear daily or as often as you like.

8.  Leverage Social Proof

Ask for testimonials from your clients and display them on your website – tap into the power of third party endorsements.

Provide case studies showing the process and outcomes your product or service provides. Before and after photos can have a big impact.

9.  Make it easy to contact you

Make it clear how you can be contacted, whether it’s by phone, email or an online enquiry form. If you want prospects to phone you, be sure to include your phone number in big bold letters or have a separate button in the sidebar which clearly shows your phone number.

If you have an online enquiry form, ensure your system is set up to receive an email immediately and make sure that email address is monitored. On the form, you need to inform prospects of the period in which they can expect a reply, for example, within 24 hours, 48 hours or whatever is appropriate. Follow through and ensure they receive a reply within that time or you may break their trust before you even establish a relationship with them.

These tips have outlined how to win your customer’s trust through your website content. If you’d like assistance with writing website content for your specific audience, please feel free to contact me to arrange a chat.

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.

 

in Building authority / Grow your business / Small Business Marketing / Web writing tips 0 comments
Outstanding Company Profile, company profile contents, company profile template, company profile tips, professional writer, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

How to write an outstanding Company Profile

Are you wondering how to create an outstanding Company Profile that will win more business? You’re not alone! It’s a process I’ve often been asked about in my career as a professional writer.

You may already have a Company Profile, but perhaps it’s not getting the response you require. Or maybe you’re at the starting gates, ready to write and wondering what makes an outstanding Company Profile?

Many of my clients have asked what the perfect Company Profile should contain and the best format to use. The short answer is: There is NO perfect content or format – only the content and format which is ideal for YOUR CLIENTS. If the profile doesn’t appeal directly to your target audience, you’re wasting your time.

The best and most outstanding Company Profiles are always client-focused. Sadly, too many companies write their profile from their own perspective and make assumptions about what the reader wants to know. Sometimes these assumptions are correct, but what if they’re wrong?

If you want to write an outstanding Company Profile, you first need to consider:

Your Clients

It’s important to establish your target audience before you start the process of writing. Exactly who are you aiming the document toward? Who are your clients? What is their level of education?

The answers to these questions will determine the type of information you need to include and the tone and language you use.

What do your clients want to know about your business? When it comes to your products and services, what do they need to know? What are the primary influences in their buying decision?

The best people to ask these questions are … your clients! Do a brief survey. Tell them you’re writing a new, client-focused Company Profile and you’d like their input. If you’ve already been in business for a while, check your clients’ most frequently asked questions – they will tell you the information people are looking for.

Your Company

Please don’t just write a boring Company History. While your story is important, it needs to be brief and interesting. Basically, the reader doesn’t really need to know about your business until you’ve convinced them you can help them first. To do that, you need to outline what you offer them. How do you help clients? It’s more than just your products or services, it’s how you detail their problem and the solution you offer. What problem do you solve for them?

After you’ve offered a viable solution, you can then tell some of your story. Readers often want to know how the business started, who founded the company and why. They also want to know what you’re good at, and what your mission and values are. Often a purchase decision will be made when their values align with those of your business.

You also need to provide some details of your products and services, the industries and sectors you serve, any qualifications your team possesses, specialist training and the geographic area you cover.

Your Competition

While you obviously don’t want to mention your competition directly, you do need to consider them when writing your Company Profile. Let’s say you’re submitting a tender for a project you wish to secure. The reader will be looking at your competitor’s information as well as yours, so you need to have a more compelling story which shows you are the number one choice.

Consider your organisation’s strengths. What do you do best? Demonstrate how and why you’re the best, don’t just make empty statements – anyone can say they’re the best, you have to show how you’re the best.

What’s your point of difference, your Unique Selling Proposition? Why would a client choose your business over your competitors? Again, you need to provide details and demonstrate how you’re better or different. Testimonials and case studies are sometimes used to reinforce these points.

 

So, how can you produce an outstanding Company Profile that will win more business? Make it client-focused. This may seem counter-intuitive, after all it’s YOUR company profile, but believe me, it works.

 

For more outstanding Company Profile tips, you may enjoy reading these posts:

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

How to write an engaging Company Profile

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 clients will want to read.

I love to write copy dedicated to attracting and engaging your clients, 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.

 

in Company Profiles / Grow your business / Small Business Marketing 0 comments
Become known as an industry expert, show your expert status, brand recognition, professional writer, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

How to become known as an industry expert

Want to become known as an industry expert?

Being known for your expertise can enable you to charge more for your products or services, it can help you to land premium clients and bring a constant flow of business your way. The following tips will set you on the right path.

Get to know your customers first

Who are your customers? What are they looking for? What problems do they have that you can solve? Do some research to find out as much as you possibly can about your customers. Check out demographics such as age, gender, marital status, occupation, income bracket, place of residence, hobbies and interests. All this information can help you to build Client Profiles, which are very useful in targeting a particular audience.

Get your brand message right by having a compelling story

Do you have a personal brand or a business brand? Whichever it is, shape your story into one which clearly demonstrates your or your company’s achievements, skills and expertise. This will go a long way in helping people relate to you and see you as an industry leader.

Become the expert

Before you can be known as an expert, you must first become the expert. Study, research, get to know what’s important in your industry, what the emerging trends are and how they can be addressed. Gathering this knowledge is a very important step in helping to build your status as an industry expert. You’ll need to be prepared to answer questions, so gathering as much knowledge as possible will definitely work in your favour.

Become a specialist

In order to attract premium offers, you need to have specialised knowledge of your subject. Take every opportunity to learn as much as you possibly can about your subject. People will pay more for a specialist over a generalist every time.

Write a blog

If you don’t already have a website – get one now! Use your website and/or blog to educate your audience. Write and share great content – and you’ll soon be noticed.

You can write blog posts about industry developments, issues your customers may have, case studies demonstrating how you’ve solved issues for your customers (present the problem followed by your solution), product reviews and comparisons, how-to articles and anything else that’s relevant to your readers or in your industry.

Call yourself an industry expert

Once you feel confident in your knowledge, call yourself an expert. Include your expert status in your social media profile and your About Us page on your website.

Write for publications

Find out the most widely-read publications in your industry – whether they’re magazines, online newsletters or other industry publications. Enquire about submitting an article to the publication. Editors are often open to accepting articles from industry experts. You probably won’t receive payment, but your priority is to have your name and possibly your headshot on the article. This gets your name out there to your peers and potential customers.

Write a book

Once you’ve written a few blog posts and/or articles for publication, use website analytics to monitor which articles and subjects are most popular with your audience. Consider combining a number of posts together and shaping them into a book or eBook.

Becoming a published author brings instant credibility and may become another income stream for you too.

Polish up your Public Speaking

If you’re a public speaking novice or you’re lacking in confidence, do a course in confident speaking.

Conducting a workshop or giving a presentation also gives you instant expert status. You may need to start with a smaller audience and build up into presenting at trade shows and the like.

If you’ve published your book (see above), you can sell the book at your presentations.

Make yourself available for interviews

Editors and programmers are always looking for new people to interview, whether it’s on radio, n the newspaper or on a podcast.

Check out sites such as Source Bottle, where callouts are posted for experts on a daily basis.

Network online and face-to-face

Participating in online forums and groups can be a great way get your name out there and become known in your industry. It’s important to answer questions honestly and provide advice wherever you can so that people get to know, like and trust you.

Leverage social media

Post regularly on social media – this means daily or at least 3-5 times per week. Posts can be scheduled ahead of time using a variety of apps such as HootSuite, CoSchedule, SproutSocial or Meet Edgar, just to name a few. Facebook allows you to schedule posts to a business page too.

You may also consider starting your own group on social media, based around a certain issue your customers have, which you can solve. When you’re the administrator of the group, you have more control over the conversation. By posting good advice and helpful hints, you’ll continue to build your profile.

I hope these tips have been helpful for you in building your personal or business brand and will assist you to become known as an industry expert.

If you have any further hints or tips on how to become known as an industry expert, please feel free to email me and let me know.

 

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.

 

If you enjoyed this article you might also like to read:

Finding time to write blog posts – 5 tips from an expert

Writing to engage your readers online

How to attract premium clients

 

in Article writing / Article writing help / Building authority / Grow your business 0 comments
Business plan mistakes to avoid, business planning, writing for business, professional writer, how to write a business plan, business plan help, professional writing, small business marketing, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

17 Business Plan Mistakes To Avoid

If you’re about to write or rewrite the framework for your business, you might want to read over these business plan mistakes to avoid first.

Compiling a business plan can be a daunting task, but knowing some of the pitfalls and business plan mistakes to avoid can make your job  easier. Whether you’re applying for finance, a franchise or you want to become a supplier for a particular brand or product, your business plan can make or break your chances of securing a positive outcome.

Here is a list of business plan mistakes to avoid:

  1. Procrastinating over starting

    While the thought of writing a business plan can be overwhelming, the plan won’t write itself. If you’re passionate about your business, you need to portray that in your business plan. Start by mapping out an outline of the plan, listing the contents (the order can be changed as you go), then research the information you need and fill in the gaps.

  2. Too much information

    Although a business plan needs to contain a lot of information, try to avoid overloading the reader with too much information. People are time-poor and most of us just want the short version wherever possible.

  3. Being too vague

    When information is missing from the business plan, it can sometimes look suspicious or as though you haven’t done your research. If an investor or interested party thinks your business isn’t ready for the next step, they’re unlikely to approve your application. You information really needs to be specific and precise.

  4. Poor researchTake the time to find the correct information for your business plan. Research your market or potential market. You may need to engage a professional research firm if you’re unable to do this yourself – think of it as an investment in the future of your business.

  5. Making it all about figures

    Of course, figures are an essential component of your business plan. However, the reader will want an explanation of what the figures mean in terms of overall business growth and how you plan to produce the projected results, so you must ensure you have the wording to cover this.

  6. Not including people

    Figures don’t sell ideas, people do. It’s the people behind the business who have the power to make or break it, so it’s really important to include a brief profile of the key players in your business. Your readers will want to know what qualifications and experience you have and what your team is capable of achieving.

  7. Faking your figures or using unrealistic projections

    If you falsify any figures, you will be found out at some point. The same applies to using unrealistic expectations. If you do manage to secure finance based on your falsified figures, you will be doing yourself a great disservice when you’re unable to generate the business required to produce the projected figures. #NobodyWins

  8. Glossing over your marketing

    A marketing plan is undoubtedly one of the most important components of your business plan. Having a clear marketing strategy in place is vital. Your plan must outline how you plan to advertise and promote your business, as well as your sales strategy and distribution channels.

  9. Not knowing who your customers are

    You must know exactly who you are going to sell your product or service to. Do as much research as you can on this topic. If possible, it’s a great idea to compile Ideal Client Profiles so that you know who you’re addressing in your marketing copy.

  10. Not proofreading

    If your plan contains typos, spelling mistakes and errors in grammar or punctuation, it makes you appear sloppy and the reader may conclude you have a sloppy approach to your overall business – this is not the impression you want to make, is it?

  11. Not accurately portraying your brand

    What sets you apart and makes you stand out? What makes your brand different from your competitors? You need to capture the essence of your brand and tell the story of your business in a way that makes the reader want to become involved in bringing your business plan into fruition.

  12. Talking yourself up too much

    While it’s important to outline what makes you and your business idea great, it’s important to be realistic and not exaggerate the facts.

  13. Not admitting your weaknesses

    Every person and every business has weaknesses. While you don’t want to place too much emphasis on these, it’s important to state what your weaknesses are and outline how you can improve on them. Doing this is realistic and expected.

  14. Claiming you have no competition

    Every business has competition of some kind. It may not be direct competition, but there will always be some competition for your customer’s business. You may need to think about the issue from the customer’s perspective – what other options to they have?

  15. Not using confident, concise and clear copy

    Your tone needs to be confident and business-like without sounding cold and unapproachable. Getting your point across in as few words as possible is also important. Being too wordy makes the business plan too difficult to read. Make it easy for your reader!

  16. Inconsistent presentation

    This makes you appear unprofessional. It’s important to have a professionally-presented document which displays a consistent font, margin settings and headings. It’s also very helpful to have page numbers and an index which directs readers.

  17. Not including an Executive Summary

    The purpose of the Executive Summary is to provide a brief explanation of the contents of the business plan. While the summary usually appears in the first few pages, it’s best to write it after the remainder of the business plan, as things often change during the writing process.

 

There are probably more Business Plan mistakes you could make, but I’ll stop there for now!

If you’re completely overwhelmed at the thought of writing a Business Plan, I can help. I work with you, acting as a Project Manager to pull the most relevant information together. I’ll help write your plan and presenting it in a polished and professional way.

Email me for a confidential chat about your Business Plan requirements.

If you enjoyed this article on Business Plan mistakes to avoid you might also like to read:

How to Write a Winning Business Plan 

How to Attract Premium Clients

and How to Work with a Professional Writer

 

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.

in Business Plans / Grow your business / Small Business Marketing 0 comments
Writing engage reader, Engage your reader, writing tips, writing for the web, professional writer, business writing tips, business writing help, small business marketing, Professional writer Australia, Lyndall Guinery-Smith
 by Lyndall Guinery-Smith

7 tips to engage the reader online

Have you ever noticed how some blog posts and websites engage the reader, holding your interest, while others are so boring that you want to click away?

Once your prospective customer has found your website, you want to pique their interest. Then you can form some level of connection with them, so they may get to know, like and trust you… and then buy from you! You can engage the reader through your static content (Home, Services, Products and About Us pages). You can also engage through blog posts, which add fresh content to your site, boosting your authority and your Google ranking.

So, how do you write to engage the reader?

Instead of writing from your own perspective, you need to look at the topic from the reader’s point of view. You need to essentially write with the reader in mind, tailoring your content to the intended reader.

Following are 7 tips for writing to engage the reader

  1. Who are your readers?

A lot of people who write website copy don’t know who their audience is, let alone consider their perspective when writing. It’s important to know who is in your audience – are they clients, potential customers, potential investors, joint venture partners or suppliers? Your answer may be “all of the above”, and that’s OK, as long as you know who you’re aiming at. If however, you’re aiming solely at one audience, you need to focus solely on those people.

Other aspects to consider are demographics such as age, sex, location, marital status, career, etc. Of course, every reader will be different, but you need to think about the IDEAL type of person you’d like to attract. What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they know, i.e. what level of knowledge do they have? Are they beginners, intermediate or more advanced in the understanding of the topic you’re presenting?

What do they need to know, i.e. what information do you need to share to influence their buying decision?

Established business owners should pay close attention to the questions customers ask. Do your customers frequently ask the same questions? If so, write down the answers and ensure your website contains most of this information (you may want to withhold a certain piece of material to share with them in person). Including information from your most commonly asked questions on your website will save time for you and build trust with your readers.

  1. What tone will work for your readers?

Will you project a more formal, business-like tone? Or will you use a more friendly, relaxed and approachable voice in your website copy? This is something that is determined by the type of business you’re in, as well as your audience. For example, if you’re running a professional services business, you may need to use a more formal tone than say a family-run small business, as the expectations of the readers and clients of these two businesses would be vastly different.

  1. What type of language will you use?

Most website content is now written in everyday language. Think about how you would present an idea to a client. For blog posts, it’s advisable to write as you speak as a general rule, as if you’re speaking to the reader, one-on-one.

  1. Structure your post or page

Reader attention spans are short when it comes to reading web copy.

  • Come up with a strong headline that captures the topic and your reader’s attention
  • Use sub-headings to break up long sections of text
  • Bullet points or numbered lists make the text easier to read
  • Use short, well-structured sentences
  • Avoid jargon and technical speak as your readers often don’t understand it and will click away
  • Use a photo, illustration or diagram to display ideas and complement the text

  1. Think about the reader’s problem – and how you solve it

What is it that you do? If you’re a fashion retailer, you don’t just sell clothing, you give people the confidence to step out in their new outfit and make people feel great. You need to show them how you do this! The reader comes to your site with an underlying problem and they’re looking for a solution. Think about what you need to tell them that will reinforce your ability to help them? Be sure to clearly demonstrate how you can easily solve their problem and why you’re the best choice.

You can use testimonials, product reviews and case studies to reinforce the results you’ve already achieved for existing clients.

  1. Fake it till you make it

If you’re not an authority on the topic you’re writing about, you can still demonstrate authority by quoting the opinion of a known authority or using statistics to back up your statements. This is a useful way to reinforce your statements while demonstrating that you’ve done your research… and it still makes you look authoritative.

  1. Check, Check, Chek … see what I did there?

Before you publish, always get a third person to read and check your web copy or article for any typographical errors, spelling mistakes or incorrect grammar. Ask them to give you their interpretation of what the copy is about – which is very valuable feedback. You may need to adjust one or two sentences based on this feedback. Don’t be embarrassed if your reader picks up a mistake – just own it, correct it and move on. Even the best of us can make mistakes – including me! 🙂

 

I hope these tips have helped you think about how you can engage your readers online. If you have any further tips on how to write to engage the reader, please feel free to let me know via email – info@ProfessionalWriter.com.au.  If you need any professional help with your website copy, check out my website copywriting services. Email me to discuss your requirements.

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. If you’d like to know more about writing to connect with your readers, sign up for my mailing list and you’ll receive regular doses of marketing inspiration in your mailbox. You’ll find the signup box at the base of my home page on www.ProfessionalWriter.com.au. 

in Article writing / Building authority / Small Business Marketing 0 comments