How to write the perfect profile.

October 6, 2015

How to write the perfect profile

Profiles are like all copy, particularly copy that is online.

We all want a profile that shows off our best benefits and shows us in a good light.  But how do you start and what do you write about?

The key to ALL copy is three simple rules.

  • Follow a structure.
  • Write it and then half it.
  • Publishing SOMETHING is better than nothing.

Follow a structure usually means a story or letter structure.  People want to read what’s in it for them and what they get out of it before they read on.  We’ve provided you with the structure below.

When you write ANY copy, it’s more important to keep it short and relevant.  Don’t pad it out (a bad practice we’ve all kept from school!).  The rule of thumb is finish writing, using the template.  Then half the amount of content you have.  Trust me, it makes for better reading.

You’ll never be happy with what you’ve written, but the truth is that it’ll never be finished.  Getting something out the door is 100% more effective than ‘always being close’.

So go ahead and use the template below to create a smart, short but effective profile for your business.

Profile copy template

Summary

A summary is a 30 – 50 word version of what you do.  Headlines for newspapers, for example, are summaries.  Their only job is to get someone to move on and read the rest.

You can use the ‘fill in the blanks’ below or take another idea that we’ve suggested.

*MYTH* Most businesses will introduce their name, where they are what they sell.  In truth, anyone who reads wants to know what they’re getting out of it first.

We’re a [Business type] that promises to [what would you promise to your customers/visitors?]

We want our customers to say [what do you want customers to say about you? Or you could even use a testimonial]

E.g. We’re a pet supplies shop that promises to deliver the exact care your pet needs.  Our customers say “simply the best in Sidmouth, so friendly too!”

Other summary examples could be

  • If you’ve got a testimonial that sums up what you do AND tells us what you do
  • We promise to [result that you can promise] and we’re the only [business type] that [unique selling point] e.g. We promise that we can order any pet supplies and get them faster than Amazon.
  • What’s the best result you’ve ever achieved and how did it make your customer feel?

Problem

The next paragraph is all about the problem that you solve.

All businesses should be solving a problem.  It doesn’t have to be unique, but it does have to be easy to understand.

We help [target market] who have [broad problem] achieve [broad goal].

E.g. We help pet owners in the Sid Valley area who want to care for their pet and also treat them, who don’t want to spend over the odds but DO want to get expert advice.

Unique

People don’t want the best, they want UNIQUE.  Something different and recognisable.

Most businesses fall into the trap of believing that a USP is the foundation of a strong business.  Then they tend to say things like ‘reliable and professional’ or ‘affordable and friendly’.

These aren’t unique and anyone can say them.  Unique selling points are hard, but they don’t have to be massive.

The rules of thumb is to become specific and something that no one else can say.

  • If I had enough money, could I set up a business next to yours and say the EXACT same thing as you’re saying is unique? If I can – it’s not unique.
  • Would I want to say the OPPOSITE of what you’re saying? If not, it isn’t a selling point.  For example, lots of businesses say their USP is ‘professional, reliable and affordable’.I’d never say the opposite of that.  I’d never say ‘lackadaisical, un-reliable and expensive’.  Therefore it isn’t a selling point and it should be taken for granted.

USP’s are hard no doubt.  But think of it more as specific.  There are tons of things that are specific to your business that a) other businesses can’t say and b) they don’t want to say.

E.g. We’re the only pet store in Sidmouth run by an equine specialist of over 15 years!

*Myth* “But if I’m too specific, won’t that scare off potential customers?  Aren’t I narrowing my market?”

Absolutely not.  What you’re doing is saying ‘I do this completely in a unique way’.  I guarantee that customers won’t be put off, they’ll be impressed AND you’re doing something genuinely unique.

Other areas you can be unique

  • Location and industry that you work for
  • Length of experience and past experience
  • Particular tool that you work with – maybe even specialise in
  • A particular result that you deliver more than anyone else
  • Metrics and maths are always impressive too i.e. are there any solid numbers that separate your business from others

Business history – what changed for you to be here

What was the catalyst for setting up?  What changed in the environment or in your life that made you think setting up a business was right for you?

This is where you can introduce people, history and a story.

[Name] and I set up in [date of founding].  After [catalyst i.e. something you weren’t happy with or something that changed] we decided to set up [Business name].  We wanted to [the promise you can make to your customer] and [your personal goal] while we were at it!

Liv and I set up in 2012.  After seeing how massive pet supply stores had lost the connection to their customers and most importantly – the animals, we founded SidPets.  We decided we could do better than just low prices, we want to promise to deliver the exact care your pet needs.  And work with animals at the same time!

Location

The 2nd most important paragraph in your profile – location.

Where are you, how can people reach out to you and what are your details.

Remember things like

  • Phone number
  • Email address
  • Street address
  • Website
  • Social profiles e.g. Twitter/Facebook

CTA

This is THE most important part of your profile, the CTA or Call To Action.

How can you get someone to connect with you?  As them ‘If you really…?’

If you really want to [broad goal that customer has] then visit our store

If you really want [result that customer needs] then click here

E.g. If you REALLY want to make sure your pet has all the care they need the visit our store.  Alternatively, go to our website to download our free Pets in the Winter Care Guide.

 

In the end, we should be left with a solid, unique profile.  Something like the below.

We’re a pet supplies shop that promises to deliver the exact care your pet needs.  Our customers say “simply the best in Sidmouth, so friendly too!”

We help pet owners in the Sid Valley area who want to care for their pet and also treat them, who don’t want to spend over the odds but DO want to get expert advice.

SidPets helps pet owners in the Sid Valley area who want to care for their pet and also treat them, who don’t want to spend over the odds but DO want to get expert advice.

We’re the only pet store in Sidmouth run by an equine specialist of over 15 years!

Liv and I set up in 2012.  After seeing how massive pet supply stores had lost the connection to their customers and most importantly – the animals, we founded SidPets.  We decided we could do better than just low prices, we want to promise to deliver the exact care your pet needs.  And work with animals at the same time!

123 Fake street

07777 777 777

www.sidpets.com

email : Mike@sidpets.com

@sidpets

Fb.com/sidpets

If you REALLY want to make sure your pet has all the care they need the visit our store.  Alternatively, go to our website to download our free Pets in the Winter Care Guide.

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Michael

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