Monday, April 25, 2011

How to Write a Marketable Company Profile?

by Fred Victor


Frankly, it isn’t as superficial as just gathering company information and shoving substantial list of products and services into an ideal paginated company profile … that’s not the case!

In today’s ultra-competitive business environment, a “marketable company profile” is essential to stand out from the crowd – to help you in securing commercial deals and contracts by effective communicated marketing messages. In sum, a marketable company profile covers both scientific and artistic elements; and all pages are equally important. Let’s explore!

From a scientific perspective on writing a marketable company profile – while preparing it, marketable messages for each section of your company profile should be well-conveyed in a good cascading manner.

From an artistic perspective – such marketable messages should be evenly-plotted and inserted with convincing and meaningful pictures; and your desired company profile’s color should come corresponding to your company’s values and philosophy.

In sum, the NINE (9) recommended critical components in ensuring a winning marketable company profile are listed in the company profile guide hereunder:-

Ideal Pagination
As a general rule of thumb, the ideal pagination for a marketable company profile should come around 16 – 28 pages, including front and back cover. Otherwise, your company profile would look likely either a leaflet or dictionary.

Recommended Cascading
A good cascading flow of your company’s information will not only enhance readers’ reading pleasure, but also help electrifying the presentation of your company profile to the audience particularly during a business presentation. I recommend:-

1. Front Cover
2. CEO Message
3. Table of Content
4. Company Information
5. Company Background
6. Vision Statement
7. Company History / Milestone
8. The Management Team
9. Product / Service Index
10. Product / Service Quality Assurance
11. Research and Development
12. Company Facilities
13. Company Strengths
14. Clientele
15. Happenings (e.g. CSR, ISO, OSHA, training, outings etc.)
16. Back Cover

Convincing and Meaningful Pictures
A picture speaks thousands of words. It’s ideal to insert some meaningful and convincing pictures that associated with the topic of a page – as pictures draw attention, and further explain the meaning of your page.

Persuasive Icons and Tablets
It’s pretty convincing when your company has strong testimonials such as Letter of Award (LA) from large and recognized Corporations and/or Government agencies etc. and/or impressive credit facilities from financial institutions. Thus, you should include such letters and/or certificates in your company profile in an “icon-size” manner rather than the actual A4 size. For instance, you can insert four certificates in a page with an equally small size.

Besides, other icons that represent your company’s credibility such as Good Manufacturing Practice (GMP), ISO related practices such as QMS, EMS etc., industrial awards and recognitions such as Super Brands, MMVB etc. should be inserted – to prove how reliable your company is, instead of just words.

Short Messages, Talk Numbers
It’s just boring! A good company profile should not contain long descriptions as neither the readers nor audience has time to read or listen to such long details. More importantly, your company profile should convey marketable messages especially in “numbers” – in a short and simple language that is easy to understand.

For instance, instead of writing “State-of-the-Art Manufacturing Facilities” as a subtitle; let’s try “Produce 15,000 Metric Ton Daily by State-of-the-Art Manufacturing Facilities”. Read or listen – Produce 15,000 metric ton daily!

Identical Styling
A good company profile should possess a good sense of art and style. Such styling should work unvaryingly in reference to your company philosophy, colour and logo font.

Let’s take a luxury bath tub supplier as an example, the colour of its company profile should be uniformly luxury-oriented e.g. dark brown (as dark colours are always associated with luxury magnificence). Cartoon pictures and drawings shouldn’t be considered, but pictures of hotels, resorts and other luxury interior designs.

Branding is the Key
Your brand is the key, and it’s the name of the game nowadays. Whether you’re putting your company profile in a booklet or PowerPoint format, you should always make your company’s branding together with its slogan visible at all time.

Connect Your Audience
Besides listing your key contacts such as correspondence addresses, Websites, emails and phone numbers; you should indicate your social media networks such as Blog, Facebook, Twitter, YouTube etc. in order to lure your readers and/or audience to visit – with the aim to transform the visitors to followers, and to become loyal customer ultimately.

Presentable by the Presenter
A well-crafted company profile eases presenters’ pain in presenting the company profile to an audience as the messages are short, and pictures help significantly during the presentation.

Let’s assume that you are going to meet a new client to secure a consignment contract, and your company profile has more than 30 pages with lengthy descriptions and “pictureless”. Doesn’t it sound funny to you now?

Put it this way – if we aren’t passionate about the profile, our clients are not going to be!

In sum, the strength of a powerful marketable company profile is that it generates strong impression not only in your customers like suppliers and/or buyers but also your “potential” employees and media agency partners – in a way that leads them to have a well-built confidence and trust in your company vis-à-vis the rest of your brands, products and/or services.


GE Consult is a leading Malaysian-based Company Profile writing expert in Malaysia. Since 2003, GE Consult has helped numerous local SMEs/SMIs in developing their company profiles, and has assisted clients in securing business deals and contracts. If you are looking for a winning company profile write-up service, please do not hesitate to contact Rachel at (+6012) 636 8000 and/or email rachel@geconsultgroup.com for further service explanation.


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38 comments:

company information said...

I think it’s really good thing to share company information through web blogs and social networking sites. Please suggest me plans to make my company information on first page of search engines like Bing and Google.

Anonymous said...

Great thoughts, is GEC operating in Philippines?

Asrul said...

Thanks for sharing.

Asrul
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