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:
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.
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.
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.
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.
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.