Creating Company Information Profiles That Sell

Introduction

Your company information profile or brochure if done properly could be the best marketing business marketing tool you ever created for your company or business. It presents to the receiver a snapshot of your company or business. You can do a lot more with it like arranging the information to excite your audience, interest them and encourage them to a desired action e.g. calling your number.

Carmine Gallo, in his Inspire Your Audience: 7 Keys to Influential Presentations, outlines what it takes to create a desired impact in the audience. These 7 keys were the result of 2 years or interviewing Top CEOs of Companies and Inspiring Speakers and Presenters.

According to him they are I-ignite your enthusiasm; N-navigate the way; S-sell the benefit; P-paint a Picture; I-invite participation; R-reinforce optimism and E-encourage participation.

The challenge here is how to style your company information profile to achieve all the above.

Ignite your enthusiasm

This can be achieved in your brochure in two ways: visual appeal and high impact titles.

Title

Your title should not just say "Company Profile" or "Company Information Brochure" on the cover. You can add words like "We create instant customers for your business". This could be used on a marketing consultancy business brochure. The point of this is to present your unique selling point in the beginning to be able to attract your audience more effectively. You don't want them to open your brochure first before they have an idea of what your company can do for them.

Visual Appeal

How attractive is you brochure? A lot of companies tend to ignore this. They just put together the basic Company information without giving a thought to how the whole thing looks. In creating your information profile, you need to pay attention to lettering and font sizes; background and foreground colours, images and design elements, colour contrast and arrangement etc. You need to work closely with a graphic designer. Let him come up with a number of designs for you to choose from. In choosing the final design, bear in mind that your profile must be beautiful or visually appealing, it must display your words especially your unique selling point very clearly. If you can achieve all this then you have done half the job of attracting new customers to your business.

Navigate the way - Sell the Benefit

Can you present your company core business or service in a single sentence? What is your company vision? Information brochures are not very large documents and require you to use high impact but brief sentences to deliver your content to your audience. Now that you have attracted your audience with good titles and an attractive design, you need to tell them in very limited words, a summary of what you are offering. This will reinforce what you promised in your hard-hitting title and also encourage the reader to go on reading your company information profile.

Also since you don't have a lot of space in a brochure, you may also want to sell the benefit of your company products or services as well with your vision. The questions to ask here are; how will my product, service or business help the customer? how will it affect his life? Why should he be interested?

To support your answers here, you should paint a picture of what life could be with your product by providing pictures that show your product in action, data and analysis that show what it can do, verifiable testimonials etc. Whatever you choose to do here, make sure you bring emotion into it- research has shown that people buy more when their emotions are involved. So you could use something that would connect to their emotions.

Invite Participation - Encourage Potential

This is where you give credit to and appreciate everyone and everything that contributed to your company or products and services. This includes the individuals behind it, including people that inspired you, the circumstances and situations that contributed to the whole thing, the research & inputs from the public, ordinary people etc. Try to make it as short as possible and straight to the point. You could also include this as part of the section in information profile where you introduce your offer and its history. A lot of company information profiles omit this part. It helps your customers and partners identify and connect with your business or company as well as encourage them to always give you their best.

Reinforce Optimism - Call to action

Every presentation has a purpose. A good company information brochure or profile should have the single purpose of getting your audience to call you, request further information of place their orders.

This is where you tell the truth about your offer in an optimistic way. Yes, people are not so dumb, they will feel it when you are not saying much. You could describe your products and services here including key features and benefits to the customer. Be optimistic, radiate confident and you will see results. Don't forget to give very detailed instructions on how to order your products and services. Include delivery schedules, prices, discounts and delivery method etc.

Conclusion

If you successfully attract your customers and deliver in your content exactly what you promised in your hard-hitting title, your business will never lack customers. This is the basic foundation on which great business is built.

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