Company Descriptions

This post is part of the Brand Messaging for Startups Framework, an open-source marketing project. Contributions are welcome :)

📎 Template: Company Descriptions

Your value proposition is the drum you pound at every marketing interaction. You’re a startup, you can’t waste these interactions by diluting the message. Your company descriptions are a channel through which you’ll communicate your value proposition.

Here are some of the most common requests I’ve received around company descriptions:

1. Do we have some stock copy about what our company does that I can use on my LinkedIn profile?
2. I’m giving a talk at an event, is there something I should say about what we do?
3. We need a consistent explanation of what our product does ← that’s usually from the sales leader
4. What’s the boilerplate copy I should use at the end of a press release?
5. I’m being quoted in a publication, is there a super-short description I should give them about what we do?

That’s a range of use cases — some long, some short, some more formal. You want your company descriptions to be flexible enough that they work across a variety of formats, and always clearly convey your value proposition.

Writing Your Company Descriptions

We’ve moved out of the research phase and are into the production stage. In the Value Proposition Development work…