Company profile is the name card of a company. Online presence of a business is able to reach out to more clients with a good profile.
What makes a good copy for company profile? Learning from years of copywriting business, I would first come up with a structure:
CEO Message
Company History
Business Structure
Management and Board Members
Vision & Mission
Products / Services
Future Growth Areas
Past Achievements / Clients’ Testimonial
To extract as much information from client as possible, I usually interview managers or directors to understand their thoughts about the business, as well as the ideas behind their products and services. Conversations with business people are interesting and it is my job as a copywriter to turn their insights into interesting content in their company profile.
Clients usually also provide previous copies, which I usually go through and extract perhaps 10 to 20 percent of the information for copy-editing and merging with my new copy.
Geographical distance is not a problem, as I can always discuss with clients on Google Meet to know more about their stories. So far I have worked with Chinese-speaking clients who discussed with me in Mandarin or Cantonese. I learned more about their business and produced a good company profile in English and Chinese. Same goes for the English-speaking clients, whose English and Chinese profiles are also copy-edited by me.
On the surface, many thought that profiles are just repetitive contents. They need not be—if the copywriter puts in enough hard work to present the business people’s ideas.
Write to me for business collaboration: keith@keithyeow.com
公司文案是一家企業的名片，因為企業行號在線上呈現得好，自然可以接觸到更多的客戶。
一份好的公司文案是怎樣的呢？回顧多年以來的文案工作，我常常先草擬一個架構：
總裁／首席執行員訊息
公司歷史
企業架構
管理層與董事局成員
願景與使命
產品／服務
未來增長領域
過往成就／客戶反饋
為了盡可能多蒐集客戶企業的資訊，我通常跟總經理或董事討論他們的商業觀點，以及他們對於公司的產品與服務的想法。跟商界人士談生意經是相當有趣的，而我身為文案寫手的職責就是將他們的看法轉化為公司文案的內容。
客戶多數會提供以前的文案，我通常瀏覽一下、擷取百分之10至20的資訊，以融入我編寫的新版本。
若跟客戶身處不同地點，其實也不是問題，因為我可以跟客戶在Google Meet線上討論，以瞭解他們的故事。這些年以來，有些客戶跟我以華語、粵語討論，我之後就寫了讓他們滿意的英文與中文文案。說英語的客戶跟我討論之後，我也寫了英文與中文文案。
表面上來看，文案看起來都是不斷重複的內容。事情不必然需要是這樣子，若寫手努力將商家想法轉化為文案內容的話。
歡迎各方友好來信詢問：keith@keithyeow.com
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