What? You wouldn’t have an announcement of {qualifications}.

What? You wouldn’t have an announcement of {qualifications}.

What’s an announcement of capabilities?

Because the identify suggests, it tells potential prospects what you or your group and employees are able to. It highlights your future talents and displays your previous successes.

They’re normally produced as brochures or booklets and are actually more and more showing in on-line codecs comparable to HTML, PDF and self-directed e-books. (The Entrepreneur Journal part of The Weekend Australian of 25 February 2005 revealed an article advising that authorized and different skilled companies are actually utilizing digital media to speak their alternatives). Embody your emblem, company colours and graphics to assist your market develop a company id and model recognition.

Some organizations and people want to name them Company Brochures, Organizational Profiles, Prospectuses, and so on. This appears to be the popular terminology and is, in my view, extra correct and descriptive.

Higher Functionality Statements produced as printed paperwork are graphic intensive, professionally designed and attractively produced on top quality paper. The best kind may be produced in black and white or colour on a cheap laser or inkjet printer.

Why have an announcement of capabilities?

When potential prospects inquire about your providers or merchandise, you ship them a Assertion of Capabilities. In the event that they go to your web site and do not wish to spend time studying about you and your group, they’ll obtain your file and browse it at their comfort.

Prospects might move it on to others when recommending your providers. You may ship one together with your gives, promotional supplies and different events when the chance arises.

Prospects can work with you for years, however solely purchase the identical service. They could do not know that you just additionally present different providers that they’ll use. It exhibits what you are able to do along with what you might be doing for them now.

For those who do not inform individuals what you do, how are you going to count on them to name you when they need one thing finished?

What’s included within the Assertion of Capabilities?

It isn’t a silly query. There are two trains of thought. One means that it ought to be stuffed with gossip about how one can assist your prospects or potential prospects. The opposite view is that you just inform them what you are able to do and allow them to determine if they need your providers.

The latter will immediate you to incorporate the next subjects and some other subjects you suppose are related, not essentially within the order proven:

Story. When did your organization begin and what has it finished because it was based? (Hold it very, very brief and concise)

What are you doing: What are you able to do for patrons or what do you promote? Do you want any particular accreditation, certification or license to do what you do? If sure, then point out them.

Our employees. Who’s your employees and what particular {qualifications}, expertise, awards, and so on. does every employees member have that can enable you to present providers which can be higher than your rivals?

Your tools or assets. For those who hire coaching amenities, hire tools, or depend on assets to make a residing, embody some images in your brochures. As a smart man as soon as mentioned, “An image tells a thousand phrases.”

Equally, when you have a specific approach of doing one thing, attempt to discover proof that it’s the greatest approach, probably the most economical, the most secure, or no matter. For instance, in the event you clear carpets for a residing, you need to use cleansing supplies that don’t fade, aren’t dangerous, don’t hurt animals or crops, are environmentally pleasant, and so on. You get the drift.

The place can you discover us? The place is your workplace, location, manufacturing facility or anything? How does your buyer discover you? You want to embody a map.

Contact us. The place are you able to be contacted by telephone, fax, cellular phone, letter or electronic mail? Do you’ve a web site? The place?

Buyer testimonials. You may publish a listing of your purchasers right here below the heading “Shoppers” or you may write to your purchasers and ask them to provide a testimonial concerning the high quality of your service, cost-effectiveness or anything. A few of your long-term prospects could also be prepared to take telephone calls from people who find themselves contemplating shopping for your services or products. In that case, embody their contact info so potential prospects can discuss to them.

Whereas a number of, rigorously chosen testimonials are high quality, too many can detract from an in any other case wonderful Assertion of Capabilities. Do not make it a sworn statement contest. Nobody will learn greater than 5 – 6.


Upon getting your Assertion of Capabilities, whether or not it is on-line, in print, or each, be sure to have sufficient copies to flow into and a plan to replace it recurrently to maintain it present. In spite of everything, the very last thing you need is a potential consumer calling you a few service you not present.

Copyright Robin Henry 2005 – 2008

#assertion #{qualifications}

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