Crafting a Winning B2B Company Description
Appealing to everyone is appealing to no one
Due to the nature of my job, I have looked at more than 1,000 B2B startup companies’ descriptions on online directories. I think the biggest mistake is creating a profile that tries to appeal to everyone. Example:
“We offer comprehensive services that could be utilized to improve sales across Banking, restaurant, and IT company”.
You would think people will contact you and ask if you have X service for Y industry, but that is not the case. People think their own industry is special, so how can your solution work for 3 very different industries that are not directly relevant?
Professionals looking for services know what their pain point is and wanted an expert that has experience dealing with them; On the contrary, beginners that have no idea about the services don’t understand what you mean by ‘comprehensive services’, because they don’t know what category and how many types of services are available, and they won’t want to perform a business inquiry like they have no idea what they are doing.
You want to highlight only 1 or 2 services or industries that you have experience with and get people to go to your website. When they are at your website, share a case study, and explain how your solution works from there. People will only understand how and why your solution can operate across different industries when they know what your solution is.
Most B2B business shopping is not grocery shopping, they don’t need one store with many offers to begin, they have one specific pain point, and they need one or a few very focused, relevant products. So when writing a company description to display, don’t be too generic trying to target everybody.
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