I used to think that every company had a boilerplate, but more and more I am finding companies that don’t. To me, this little bit of copy is a critical marketing tool, and one with infinite uses.
A boilerplate is one or two paragraphs that sum up your company. Keep your boilerplate to about 100 words, and keep it updated and handy. You’ll see companies use their boilerplates at the end of press releases, where it says “About Company XYZ,” and you’ll also find them on collateral and other printed materials, websites and many other places.
A good rule of thumb is to include your boilerplate on every piece of printed material you create and on every press release. Sure, plenty of people skip over the boilerplate, but plenty of others read it, and it’s a constant reminder of who your company is and what it does. It’s a part of your branding, and as such, it should not be taken lightly.
When writing your boilerplate, brainstorm — either yourself or with your agency or marketing department. First, choose key words that you want customers and prospects to associate with your company. Are you savvy, nimble or innovative? Creative, results-driven or experienced? How about gold-standard, premier, industry-leading or renowned? You’ll notice that each of these is a strong, lively adjective; there’s no room for flimsy, weak adjectives in a boilerplate. Brainstorm to come up with the strongest adjectives that describe your company and your business.
Once you’ve decided on your adjectives, set them aside. Now, write a simple, to-the-point paragraph that encompasses your company’s philosophy, its business and what it does for its customers. Then cut that down to 100 words or fewer. Now, weave your exciting adjectives into that paragraph, using them to replace words like “great,” “nice,” “best” and clichés.
Once your boilerplate is drafted, vet it around to your company’s executives for their input. You’ll probably find that they have some good things to add, and you’ll ensure that the boilerplate matches what they see as the company’s heart.
Finally, use your boilerplate. If you need a brief company description for a trade show program or an online industry directory, send your boilerplate. Also, add it at the end of all of your collateral materials to give them additional branding (the boilerplate always goes at the end). Your boilerplate should also come at the end of all press releases, as well as anywhere you need an “About Us” paragraph.
Does your company have a boilerplate? If so, how did you go about drafting it and coming up with the perfect 100 words to describe your company?
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