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 of Watertight Marketing 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:
- on your LinkedIn profile;
- in your proposals where you outline the team;
- on your website;
- as a footer on press releases;
- as a speaker profile if you're hosting or speaking at an event;
- on directory websites;
- on trade association websites.
Key elements of your professional profile template
To get started, have a think about the following questions:
- What do you do, and for whom?
- How long have you worked in your industry?
- What is your particular expertise or specialism?
- What were the moves / highlights in your career?
- What impressive clients have you worked with?
- What examples do you have, with proof, of what you can deliver?
- Have you received any awards or accolades?
- What qualifications do you have?
- What are your values - why do you do what you do?
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.
Bryony Thomas is the author of Watertight Marketing, billed by Start Your Business Magazine as "a must for small businesses".