Mandy Collins & Associates

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How to write a company profile that doesn’t sound like everyone else’s

Do you have a company profile? Does it say you’re extremely innovative, customer-centric and solutions-focused? Oh dear. I have bad news.

So does everyone else’s. And none of those words really tell me anything about your company and how it can solve my problems.

What should it say? Well, it should give me a sense of what the company does, who you are, and what you are about. It should include your basic company information, a bit about the ownership and management team, and perhaps some background about how and when the company was founded.

But keep that stuff for the end – for those who are really interested. Upfront, talk about the problems you solve, and how you solve them. Use verbs, not adjectives – strong verbs like “transform”, “solve”, “enable”, “serve”. Describe the results people will get from using your product or service.

And when it comes to your mission, vision and values, don’t tell us what they are – show us how they work in practice. It’s easy to say you’re innovative, customer-centric and solutions-focused – it’s much more difficult to demonstrate it. And that’s what your company profile should really do.

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