For media attention, a business needs an intriguing profile to entice editors or reporters to gain an understanding of the company’s mission, products, services, personnel and uniqueness.
To acquire financing, a comprehensive company profile should be submitted with a business plan. A great profile should feature unique qualifications of the company or personnel that aren’t generally outlined in a traditional business profile contained in the plan.
Without a well-crafted company profile, a company may not be attracting the best candidates when posting job descriptions, or even suppliers, vendors or the right clients to help them grow.
THE SECRET OF SUCCESSFUL COMPANIES
A great profile is certainly critical for a business, but it’s not the only promotional tool required to attract new business. That requires experienced, customized high level strategy to identify the best markets for outreach, promotion and building sales to sustain a business’ success. [If you don't already have a marketing action plan, we highly recommend our services for established or entrepreneurial companies, to support your company profile].
THREE STEPS TO FOLLOW
These 3 steps will help any company craft a commendable company profile that is true to your vision, perception and even beliefs. For those who don’t have the time, we created an online tool that writes your company profile for you.
1. Provide useful information in lay person’s terminology.
A profile should include key personnel, descriptions of the company’s products or services in a manner that laypersons, as well as industry personnel, can comprehend.
Because, a reporter might be looking for relevant businesses for a story they are preparing. Naturally, including your company could possibly bring great ‘free exposure’ to your intended market (if it’s a positive story, of course).
If the reporter – or anyone else who is seeking the product or service you provide – cannot figure out what you offer, your profile won’t help sell your products, nor entice media to interview your company personnel.
This does not mean you cannot include high level industry information, just be sure to also include some easy-to-comprehend, lay terminology in your description.
HOW LONG SHOULD IT BE?
There are no rules about length so use your best judgement to include a full profile where needed, plus a media-friendly short profile for other purposes like an editorial box for articles you write, for organizations to use when you’re presenting to their members or other media opportunities.
2. Infuse some personality.
Adding information about the company’s purpose, community support or mission (not one of those trite mission statements, though) can add human personality to a profile, thus adding interest to the reader.
People relate to people. So, add something from a human perspective.Your business could explain how profits benefit local animal shelters or homeless populations or you might even employ a humorous style in the description if it’s appropriate to the company’s products.
I’ve always enjoyed the clever and silly product descriptions & profile of the founders of Benefit Cosmetics–and I don’t even wear makeup. The company’s co-founders are twins who feel they ‘benefit’ by learning from each other. They share this love by, yes, ‘benefitting’ the Big Brothers and Big Sisters of America. Hype or personality? You be the judge. Either way, it grabs a readers attention -and is perfect for their audience, but certainly not a style for all companies. (Our company profile offers a completely different style more appropriate to our clients).
3. Claim your unique assets.
By explaining a founder’s uniquely circuitous route to the company’s development, or stating the special awards and honors a company has garnered, the donations or volunteering it’s employees provide the community, it gives the reader some grasp of how the company is unique, special or different from others in it’s same category.
Elaborating a bit on the education, training, credentials or experience of personnel excites customers and helps them identify the company that fits their own beliefs and criteria.
Being generic and obtuse in your company description makes it really hard for any readers to understand why they would want to do business with a company or buy products/services that sound like any others. Sometimes, adding a client comment clarifies what is valued about your company.
Above all else, be honest and interesting, since plenty of bland, boring and hype-filled profiles already abound.
Allison Bliss Consulting is a multiple award-winning full service marketing & communications agency in the San Francisco Bay Area delivering practical, customized solutions to produce more business. With clients including Apple Computers, Intuit, Chip Conley’s Peak Organizations, and hundreds of small business entrepreneurs or leaders, Bliss selected top teams of specialists to create Total Marketing Services.
Bliss managed production for 10,000+ major Hollywood films, television shows, music concerts, commercials, and live events, but now helps businesses figuring they need her knowledge and teams far more than Hollywood ever did.
The agency’s website has an online tool that writes your company profile for you. Instead of paying a writer $500-$2000 for a profile, this tool ($27.99) asks a series of questions – like a software wizard – and assembles answers into a complete, professional company profile, immediately!
Total Marketing Services
The full-service agency offers specialty services in high level marketing strategies ♦ internet marketing- websites/blogs ♦ social media ♦ publicity ♦ content development, design,writing ♦ video storyboards ♦ and more in this one stop marketing agency bringing cost- and time-efficiency to your marketing efforts. No need to guess. All prices and descriptions are on the company website!
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