Everyone loves a good story. The best stories are those we do not forget.
They forge a place in our hearts and minds. A good story pierces the core of listeners by drawing upon their emotions.
Why is this important?
Writing a compelling company profile is similar to writing a good story.
Even businesses have levels of evolution that called them into being.
Every enduring business has a story that clients and customers associate with the company, stories that are cemented into the fabric of our society.
Consider this, most Americans are entirely unaware of the travesties of industrialization upon the British people during the 19th century, but we all know Tiny Tim from Charles Dickens.
The book is a Christmas story that tells of the crude disposition of industrialization by business owners. Most people have also known the familiar name Ebenezer Scrooge.
It’s the power of a story that captivates listeners and readers for decades.
Likewise, your business requires a story.
- What is your business’ story?
- Is it your story?
- Is it your mother or father’s story?
- What’s prompting you to start this business?
- Was it righteous indignation?
- Was it genuine concern?
- Was it a full-throttle event to avoid poverty? Bankruptcy?
- What drove you to start this business?
These concepts are what people want to know. These people are more than consumers.
Investors and other business owners want to know who you are.
Explain why you are doing what you are doing? What’s the driving force behind your efforts?
The answers to these questions are more than essential to the present. The answers to these questions endure far into the future.
In other words, explain your “big why”? Tell us the story behind your story.
HOW TO TELL YOUR BUSINESS’ STORY
The type of business is inconsequential. It could be a small startup or creating a conglomerate, a company profile – your story is vital. Knowing your audience is also critical. The audience determines the type of business you are operating and the model you’ll use. The audience and the business must maintain an attraction to one another called “Push-Pull Marketing.”
In other words, you want to take your business to those who need it while simultaneously drawing people to the company because they want what it provides.
The key to success is telling your story. So, there are many ways to tell your story, but all good narratives have the same essential elements:
- A Profile
- A Definite Style
- A Thriving Plot Driven History
- A Mission
- A Few Testimonials
- Accurate Contact Information
- A Call to Action
The specifics are below. Read, take note, and then write your story.
1. A Profile
What is the central purpose of your business? What essential product or service will this business provide?
To whom will this product or service be delivered? Wordsmith, however you will, but make sure to answer these questions.
It is this portion of your story that sets the tone.
By tone, we mean attitude. What do people feel when they read your profile? What emotions do you stir?
Use the right tone words that create the emotion you desire your reader to feel – this is how you build connections.
2. A Definite Style
With tone decided, in what way will you convey information. Will it be:
- Separated into sections as many company profiles are.
- Listed in a neat timeline.
- A creative approach allows images to show the progression of the company.
In reality, the choice is yours, but always keep your target audience in mind.
Consider what that audience appreciates most and cater to it. Do not fear veering from the norm. Routine can be tedious. Be creative, be bold, be you.
3. A Thriving Plot Driven Story
People love to know how it all happened. What happened first? Then, what happened next?
Did something impede the logical third step?
Did some momentous unforeseen event sidetrack you? Tell it all, tell it with style, tone, and tell it fast – this is a company profile, not a novel. Do not become verbose because it’s not an autobiography but a profile. Think of it as a profile picture. We don’t see your whole body, just an excellent centered shot of the face.
4. Outline Your Mission Statement
Your amazingly written plot-driven story will ultimately lead to the unveiling of your mission.
Do not ignore the story behind your business. Make it appealing by:
- Echoing the company’s values
- Highlighting the company’s unique niche’
- The fantastic product or service the company offers
- Possibly include a brief mention about plans for future growth
5. Include Testimonials
Hands down, testimonials are the best form of advertising. People believe other people before they will believe you, the business owner. You want everyone to procure your services and purchase your products, but other consumers have no stake in your game.
Their recommendation through personal experience triumphs over all other forms of advertising.
Do not fear to provide testimonials as a portion of your profile. Even challenges customers have faced with obtaining or using your product, but then everything changed for them after gaining access.
People love to hear about challenges within your business, how you resolved them, and how their fellow customers thrived afterward.
6. Accurate Contact Information
Reading a company profile, getting excited about the company, and not making contact is confusing and frustrating.
Potential customers will become ghosts if they can not get in touch with you. Therefore, open the lines of communication far and wide:
- Website Contact Sheets
- All Social Media Platforms
- A Phone Number (a real one where someone answers the phone)
- Email Address
- A Physical Address, if applicable
Ensure that regardless of the mode of communication taken by the consumer, the information dispensed is identical, and any special offers consistently reflect promotions.
Avoid having customers make contact through your website and get different offers than other customers on Social Media.
Be consistent unless the point is to drive business in a particular channel. Otherwise, keep it all the same.
7. A Call to Action
Provoking a customer to take action is bold, unique, and exciting. It works well on websites and social media platforms. However, it works just as well via telephone and email replies. Even in person, people like being asked to get involved. Therefore, do not hesitate to include a call to action with your business profile.
PROVIDE CONCISE INFORMATION
While the above information is essential, the information in this section can provide for a robust company profile. Today’s consumer wants information.
Consumers want to feel informed about your business before engaging in commerce.
Therefore, while being concise, the more you can provide, the more awareness and identification with your brand. Hee’s how to accomplish this. Include the following:
- Goals and Objectives: Give a few short-term and long-term goals.
- Business Philosophy: Focuses on “how” your business operates.
- Industry: What all does your industry encompass? Consumers like to learn.
- Legal Structure: Yes, this is a good idea. Consumers feel more comfortable knowing your business is more than a sole proprietorship. Consumers like to shop with corporations or small companies well established and set up for the long haul.
- Target Market: Tell the consumer whom you are looking to do business with and when – this is helpful when your goal is market leadership. Consumers may not fit your target audience, but they know someone who does.
- Closing Summary: This should reiterate the introduction and leave the consumer wanting just a bit more. The intrigue draws to purchase.
TIPS TO WRITING A BUSINESS DESCRIPTION
Believe it or not, business directories are still in existence. Business directories may be the last of all guides.
No matter how advanced the nation becomes in its purchasing mediums, consumers still want a directory when it comes to business.
Include the following in your director:
- Business name
- City, town, or neighborhood
- Industry or business category
- Search terms related to your business
- Value statement
THE SUCCESSFUL COMPANY PROFILE
The successful company profile gets to the point. It’s written like an intriguing newspaper article.
At Pitch Masters Academy students learn everything from A-Z about building a pitch deck, telling a captivating story, and gaining capital for their businesses.
Experts at Pitch Masters Academy will teach you how to make your story relevant, engaging, helpful, and concise.
People love a good story – give them one.
Your company profile may very well be the distinguishing factor that leads the masses to purchase your goods or service.
Visit www.PitchMastersAcademy.com to start learning the key components of preparing, perfecting, and pitching your business idea.