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Casual Articles - How to Develop an Effective Company Profile -- and Why
Why train people in fund raising?Consider this: do your donors want their money spent on printing your letterhead or on helping your constituents? Their donations go directly to your cause if you learn to create more business partners to donate your day-to-day needs. And that's just one of the many techniques you can learn to increase and keep your fund-raising revenue.For-profit businesses hire experienced sales and marketing staff to increase revenue. But many non-profit organizations expect to raise money without trained fund raisers. Passion for the cause is enough, right? Well, it's a start, but as with any skill, knowing some key techniques makes people more effective. Raising more money in less time means that you can concentrate on your passion rather than on constant fund raising.I learned the hard way about successful fundraising. My husband and I started a fund-raiser for our local school. Thinking that it couldn't be that difficult, we dove in and learned all that we didn’t know. We thought we could accomplish our goal with one event, but it took three events and a huge learning curve to reach our revenue goal. If we had just known a few techniques before we started, we could have raised more money and made better use of our supporters' donations.After developing a system that supercharged our fundraising, we found that success leads to more success. Donors are impressed when they see the work you can accomplish with their support, and when the staff and volunteers are successful at fund raising, they want to do it again. We created RaisingGreaterFunds.com to teach oth
Highlight your company's strengths and successes
Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile.
Include qualifications of your company and your staff
Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publica What is a company profile? A company profile is essentially a resume for your company that you use to establish your credibility with the market you serve. Your company profile helps potential customers to understand your business as well as to understand your company's approach, unique strengths, and relevant experience. Your company profile demonstrates your company's ability to effectively meet customer needs. Your company profile also helps others who are in contact with you such as lenders, the media, and job candidates to better understand your business. Who would benefit from having a company profile? A company profile would benefit any company wanting to establish its credibility including: * A consulting firm where it's critical for the company to establish the basis for its expertise * A service provider with a service that can't be evaluated before the sale where the prospect assesses the company's ability to provide the service based on its assessment of the company itself * A company that lacks a recognized name in the market it serves How can a company profile be used? There are many ways to use a company profile such as: * Including it on your web site as a means of establishing your company's credibility * Using a print version as a sales tool at trade shows or in mailings to prospects * Providing it to lenders to help you secure financing * Adding it to your media kit and including it with press releases to give the media background information about your company * Using it as a recruiting tool to promote your company to job candidates What should be included in your company profile? As a guideline, shoot for a company profile of approximately 250-400 words in length covering each of the following key areas: Summarize your company's background information Use the first paragraph of your company profile to summarize your company's background information. Include in this first paragraph the year the business was founded, where the business is located, a top-level description of the products or services your company provides, a top-level description of the clients and industries you serve, and the geography you serve. Also include details about your company's philosophy and approach to serving customers. Finally, be sure to mention achievements that quickly help to establish your company's credibility such as awards, the number of clients you have served, or the size of your business. Provide more detail on your company's products or services Use the second paragraph of your company profile to list the products or services your company provides. Use this paragraph to touch on the expertise and experience your company has that enables your to meet customer needs in these areas. You can also use this second paragraph to further define your target customer for the products or services you provide. Highlight your company's strengths and successes Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile. Include qualifications of your company and your staff Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publica * A consulting firm where it's critical for the company to establish the basis for its expertise * A service provider with a service that can't be evaluated before the sale where the prospect assesses the company's ability to provide the service based on its assessment of the company itself * A company that lacks a recognized name in the market it serves How can a company profile be used? There are many ways to use a company profile such as: * Including it on your web site as a means of establishing your company's credibility * Using a print version as a sales tool at trade shows or in mailings to prospects * Providing it to lenders to help you secure financing * Adding it to your media kit and including it with press releases to give the media background information about your company * Using it as a recruiting tool to promote your company to job candidates What should be included in your company profile? As a guideline, shoot for a company profile of approximately 250-400 words in length covering each of the following key areas: Summarize your company's background information Use the first paragraph of your company profile to summarize your company's background information. Include in this first paragraph the year the business was founded, where the business is located, a top-level description of the products or services your company provides, a top-level description of the clients and industries you serve, and the geography you serve. Also include details about your company's philosophy and approach to serving customers. Finally, be sure to mention achievements that quickly help to establish your company's credibility such as awards, the number of clients you have served, or the size of your business. Provide more detail on your company's products or services Use the second paragraph of your company profile to list the products or services your company provides. Use this paragraph to touch on the expertise and experience your company has that enables your to meet customer needs in these areas. You can also use this second paragraph to further define your target customer for the products or services you provide. Highlight your company's strengths and successes Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile. Include qualifications of your company and your staff Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publica * Providing it to lenders to help you secure financing * Adding it to your media kit and including it with press releases to give the media background information about your company * Using it as a recruiting tool to promote your company to job candidates What should be included in your company profile? As a guideline, shoot for a company profile of approximately 250-400 words in length covering each of the following key areas: Summarize your company's background information Use the first paragraph of your company profile to summarize your company's background information. Include in this first paragraph the year the business was founded, where the business is located, a top-level description of the products or services your company provides, a top-level description of the clients and industries you serve, and the geography you serve. Also include details about your company's philosophy and approach to serving customers. Finally, be sure to mention achievements that quickly help to establish your company's credibility such as awards, the number of clients you have served, or the size of your business. Provide more detail on your company's products or services Use the second paragraph of your company profile to list the products or services your company provides. Use this paragraph to touch on the expertise and experience your company has that enables your to meet customer needs in these areas. You can also use this second paragraph to further define your target customer for the products or services you provide. Highlight your company's strengths and successes Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile. Include qualifications of your company and your staff Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publica Use the first paragraph of your company profile to summarize your company's background information. Include in this first paragraph the year the business was founded, where the business is located, a top-level description of the products or services your company provides, a top-level description of the clients and industries you serve, and the geography you serve. Also include details about your company's philosophy and approach to serving customers. Finally, be sure to mention achievements that quickly help to establish your company's credibility such as awards, the number of clients you have served, or the size of your business. Provide more detail on your company's products or services Use the second paragraph of your company profile to list the products or services your company provides. Use this paragraph to touch on the expertise and experience your company has that enables your to meet customer needs in these areas. You can also use this second paragraph to further define your target customer for the products or services you provide. Highlight your company's strengths and successes Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile. Include qualifications of your company and your staff Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publica Highlight your company's strengths and successes Use the third paragraph of your company profile to highlight your company's unique strengths as well key successes your company has had. To develop this paragraph, take the time to list the top 3 competitive advantages you feel your company has over businesses in your market space. Weave these competitive advantages into this paragraph of your profile. Next, list the top 3 successes your company has had and incorporate these successes into your company profile. Include qualifications of your company and your staff Use the next paragraph of your company profile to demonstrate your company's qualifications by emphasizing areas such as patents, publications, business partnerships and alliances, tools or technologies used to meet customer needs, accreditations, certifications or the educational background of staff members. Summarize your selling statement Use the final paragraph of your company profile to provide a 1 or 2 sentence closing selling statement that explains why a client should work with your company. Close with company contact information After the final paragraph of your company profile, provide your company's contact information including the mailing address, phone number, fax number, e-mail address, and web site URL. Whether you use internal resources to create your company profile or work with an outside resource, your business will benefit from having a company profile to establish your company's credibility with prospects, lenders, the media, and job candidates.
One of the most essential things to successful networking is your Contact List. When you start a business, developing one is the first step in promoting and marketing your company. As you write your business plan, it is helpful to make this list to start to develop an idea of who your customer base will be.The first source of clients would your family and current friends and acquaintances. Depending on your product or service, these people may actually become your clients, as well as being family and friends! When making this list, it is important to write down everyone you know- EVERYONE! Not necessarily because they will become your customer, but in Part Two of this article, we will discuss how these people will LEAD you to customers.The following is called a MEMORY JOGGER. It is used to...you guessed it...JOG YOUR MEMORY! You may find it helpful to save this list to a file, and print it out to work on over a period of time. Write down everyone- not just the ones who you think would be clients.Memory Jogger ListRELATIVESParents
Grandparents
Sister
Brother
Aunt
Uncle
CousinWHO IS MY:Lawyer
Milkman
Insurance Agent
Mailman
Accountant
Paperboy (Parents)
Congressman
Dentist
Pharmacist
Minister
Veterinarian
Florist
Physician
OptometristWHO SOLD ME MY:Furniture
Appliances
Office Equipment
Camper
Boat
Vacuum Cleaner
Glasses/Contacts
Wedding Rings
Business Clothes
Hunting License
Fishing License
T.V./Stereo
Car/Tires
First, a few words about my qualifications. I was a Yellow Page consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have experience in creating ads and have advised almost 7000 companies on how to put together the most effective ones. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs improvement in essentials areas like the headline, artwork, body text, placement, book, or heading. So, whether you have an ad or are thinking about placing one, please read on.The small, home-based business was the backbone of our directory. Because they wanted to target a localized market area, the Yellow Pages was ideal. It allowed them to choose the heading, the directory and work within their budget. So, assuming that you are like them, how should you proceed? I’m so glad you asked. Here are a few things that every successful ads should contain, regardless of size. That is, if you decide on at least an in-column (alphabetical) or display-type ad. A focus: What’s the purpose of the ad? Begin with a strong headline. A benefit: Why should I buy? A way to fill a need: How can you solve my problem? Easy-to-read text: Does it have nice, bold type? A picture that supports the theme or shows a good outcome: i.e. happy people.You must have at least one of these in your ad. Therefore, it needs focus with a headline, consumer benefits, must fill a need, be easily re
But what can you expect to find at the prototypical, top-of-the-line trade show exhibit house? Look for a complete single-source, hassle-free, full service trade show exhibit capability from design concept to final production. Search for a company that offers a wide range of trade show display options from cost-effective, custom modular and custom portable trade show booths to custom designed exhibits that may occupy thousands of square feet.As a single resource, this fully-integrated trade show exhibit house would be able to take care of all your needs –providing a seamless, turnkey trade show exhibit service that includes every possible step in your pre- and post-show appearance. The trade show “dream team” should consist of a staff of talented exhibit design consultants, graphic designers, project managers and event coordinators who are adept in making your trade show experience glitch-free. You get to decide what you want from this menu of options.Today you should expect these exhibit practitioners to design a breakthrough trade show booth with sophisticated trade show display graphics and worry-free event planning, plus conscientious care and the full storage and warehousing of your trade show exhibit properties.The trade show exhibit business has come a long way. In the past, the trade show exhibit booth was purchased either as a custom build or a single “off the shelf” unit with the exhibitor handling the details. As the trade show industry has matured, exhibitors have become more sophisticated, and trade show exhibit companies cater to the full spectrum of a trade show client’s exacting de
"No matter how elegantly a dog barks, he can never tell you his father was poor but honest." - Bertrand RussellThe Vervet monkeys of East Africa have 3 distinct vocal alarms to warn of leopards, eagles, and snakes. The warning for leopards causes the monkeys to run for the trees; the warning for eagles tells them to search the sky and look for shelter; while the snake warning causes the group to standup on two legs and scrutinize the grass for predators.But as sophisticated a verbal warning system as this may appear to be, these creatures do not have the capability to communicate complex information like, 'checkout the bush at two o'clock, there's two leopards hiding in wait.'The Evolution of Web-ManThey say the thing that separates man from other animals is our ability to speak - that, and our posable thumbs. So the first thing we learn to do is stick our thumbs in our mouths, crippling our ability to speak intelligibly, not to mention creating huge orthodontist's bills. We have this incredible ability to take a good thing and screw it up. Take the Web for example.As marketing professionals we have this astonishing ability to communicate with infinite variation, nuance and meaning using the multimedia Web-environment; a communication platform that is begging to be exploited to its maximum potential.Our thinking of what constitutes a website has been corrupted by a cadre of unimaginative 'techno-geeks' and trendy design-gurus who may know graphic design, database development, and even every Internet Explorer bug-fix and work-around, but what they don't know is how to deliver a marke
David Thorp, Head of Insights at the Chartered Institute of Marketing (CIM) noted,"Marketers should be at the forefront of this change as the key communicators of the brand and organisational values. In the future, marketing will be as much about changing attitudes and behaviours as it is about increasing market share".And, of course, there is a conflict in sustainability, which I’ll talk about in a minute. First let’s look at how sustainability is being pushed by our industry.The GreenAwardsThe 2006 GreenAwards celebrated and rewarded marketing that communicates sustainability through one of these categories: Press advertisement TV advertisement Radio advertisement Outdoor advertisement Online advertisement Direct mail B2C and B2B PR Packaging design They do have more award categories but it’s clear that, other than for packaging design, the award categories are rewarding the message and the way the message is presented, rather than encouraging marketers themselves to use more sustainable ways of communicating their message.The Direct Marketing Association (DMA) The Direct Marketing Association (DMA) has thoughtfully produced an ebook called "Producer Responsibility for Direct Mail and Promotions" and is available for download from their web site.In addition the DMA has formed a relationship with PlanetArk.org, co-founded by tennis player Pat Cash and partnered with Reuters. PlanetArk is aimed at increasing the world’s environmental awareness and
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