The profile is an information tool , and a selling tool . As you put together your profile , consider it is the outfit that you wear when you are going to meet the president . It requires care , purpose , and the ability to meet your ultimate goal . targets met , and a key takeout . Often , a significant number of pictures are included to tell a story . The fifth section highlights the team , communicating qualifications , experience , and capacity .
MARKETING
How To Create A Compelling Company Profile For Success In 2024
By Valerie Ambetsa
About ten years ago , my close friend , who was working as a copywriter in a leading marketing agency , was ready for a change in career . With her experience in the marketing and creative space , she knew that it would not be enough to simply put together a detailed CV and impressive portfolio . Getting the job of her dreams would require creative application and intentionality that would express ‘ she means business ’.
She was seeking a job in the food and restaurant review industry . So , she created a CV that resembled a menu . There were two reasons for this . The first is that a menu is the first enticing interaction you are likely to have with an eatery . You want to explore it to discover what delicious delicacies you can experience and enjoy . Second , it enabled her to creatively outline her skills and experience , in categories that would take the reader on a journey .
In our digital world , it would have seemed enough to craft an enticing email , attach the ‘ menu ’ and send it over , eagerly awaiting the response . However , I ’ d like to draw you back to the word ‘ intentionality ’. My friend printed out this menu , ensuring it resembled an actual glossy menu and not simply a paper print out . Then she had it delivered - and she got the job , and fast .
My question to you is , how do you sell yourself and your business , and do you stand out ? Let ’ s dive into this .
The Typical Company Profile
Disclaimer - I am guilty of doing what I am about to describe and criticize here , and proud to say that I have learned my lesson . Typically , the company profiles that I have come across have five main sections . These include an about section that outlines some facts about the company , and in some cases the mission , vision , and values . These outline what the company stands for and should reassure the reader that the company is worth doing business with .
The second section outlines the list of services . This extensive section reveals the reach and capabilities of the company and allows the reader to identify a box they can tick ( or perhaps even find a company that ticks all the boxes ). The third section focuses on previous clients . Generally , a collection of logos that reveal who the company has worked with before to show credibility . The fourth section ( particularly in marketing agency profiles ) includes case studies with brief write-ups of what was to be done ,
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The profile is an information tool , and a selling tool . As you put together your profile , consider it is the outfit that you wear when you are going to meet the president . It requires care , purpose , and the ability to meet your ultimate goal . targets met , and a key takeout . Often , a significant number of pictures are included to tell a story . The fifth section highlights the team , communicating qualifications , experience , and capacity .
All these sections are brilliant and tell a story that should be compelling for the reader and help them make a decision . They are also boring . Here ’ s why .
If you are on the receiving end , you probably receive lots of these profiles . To keep yourself from simply skimming through , you may begin to focus on elements that are attractive to you , such as the colours , outlines , design work , and event pictures . Should the profile be too long , you may switch off halfway and skim over sections . Too short and you may question the ability of the company to deliver . Maybe , you simply need the profile to submit to your boss , send to finance , or have in the background as evidence that the company is being onboarded .
Either way , there is a disconnect . The profile is an information tool , and a selling tool . As you put together your profile , consider it is the outfit that you wear when you are going to meet the president . It requires care , purpose , and the ability to meet your ultimate goal . Here are some suggestions on how you can impress your reader and leave a lasting impression with your profile .
The 2024 Company Profile
Begin with a concept that allows you to tell a story with your company profile . The story should not be blatant but should be subtle enough to carry all the sections of your profile . Recall the menu mentioned earlier ?
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