Descriptions of you and your business appear in many places — from social networking sites to press releases. So it pays to get your professional profile right. Bryony Thomas offers some guidance
A well-written professional profile is an essential part of your sales and marketing toolkit. Done well, it can bring your company to life and demonstrate your credentials through your people. Done badly and people either don’t know, or don’t believe, that you have a great team.
A key paragraph introducing your company is a must — but don’t ignore the professional profiles of your key people. Anyone who is out there networking, making calls, or working with clients is representing your business.
It’s well worth investing some time and energy, and possibly getting a little copywriting assistance, in preparing a template profile (you may hear this referred to as a boilerplate) that can then be used in the following places, amongst many others:
To get started, have a think about the following questions:
Start with a 200-word profile and then re-purpose it into the various formats, by cutting it down, to use in the different contexts. I would also recommend that you incorporate key search terms for online profiles. However, in doing so, don’t lose sight of how it reads to a real person.