Every Company needs some form of a description on what it stands for. And, funnily enough, this could be one of the most challenging pieces of content to write and get right!
These are my top tips for writing a compelling business profile.
ONE: Identify the purpose
Many businesses use company profiles for different scenarios, including company websites, trade shows and investment plans. So, before you even put pen to paper, it’s vital to identify the sole purpose of the profile. You should adapt the profile if it is needed!
TWO: Think about who you’re trying to communicate with?
To ensure you have all the right information to entice your reader, turn the traditional business profile on its head and think more about your audience than yourself. Think about the language that your audience uses, try not to be sucked into jargon and stick clear from idioms, let the cat out of the bag and mek it ezi 4 evri1 t undrstnd u – 😉.
THREE: Decide on a style and tone of voice
Now that you’ve established what tone of voice you should set for your profile, it’s time to identify how you will present this information. Do you want a typical style broken down by different sections or do you want it presented in the form of a timeline?
Don’t be afraid of creating a hybrid of styles, so long as it fits with your brand. For example, if you’re a stylish hotelier, you’ll want to explain why you’re the trendiest, place in town; to have a night cap or stay in your swanky accommodation.
FOUR: Tell a story
When you’re encouraging people to pay attention to your business, you need to create a captivating story. It’s no use simply listing dates and figures; make sure your reader is transfixed with your message and what you want to get across to them.
Here are a few well-known examples, that might just help get you started!
Marriott: Travel with us as we expand our world, improve the communities we serve and open doors to new opportunities. Offering the most powerful portfolio in the industry, our 30 brands and 7,000+ properties across 131 countries and territories give people more ways to connect, experience and expand their world.
Apple: The most powerful products for business are the ones people already love to use. Apple products help employees work more simply and productively, solve problems creatively and collaborate with a shared purpose. And they’re all designed to work together beautifully. When people have the power to work the way they want, with the tools they love, they can do their best work.
CHS: We connect hotels and venues with UK event professionals by creating amazing events that people want to be part of.
FIVE: Hire help!
It's ok to get external help to look at these types of things for you. A fresh perspective is a good way to get new ideas into a business and to step away from old habits.