A small business profile should help readers understand what the business does and why its work matters to the intended audience. It does not need unsupported claims about being the best. A specific example and accurate practical details can make a stronger introduction.
Explain the service in ordinary language
Describe what the business provides, who the service is for and where enquiries should go. Avoid internal terminology that a first-time customer would not understand. Check current operating details before mentioning them, particularly if the profile may be used for several months.
Choose a clear purpose for the piece. Introducing a new service, explaining a process and telling a founder’s story are different tasks. One profile can include elements of each, but it still needs a main focus.
Use an example that can be checked
Explain a typical process or an actual project with the relevant person’s permission. Make clear when an example is hypothetical. If you include a customer’s comment, use their actual words and confirm that they agree to the proposed use.
Avoid turning a single positive experience into a claim about every customer. Numbers, awards and performance claims need a basis that can be explained if someone asks.
Be clear about the purpose of the feature
A paid promotional piece and an independently selected editorial story are not the same arrangement. Discuss the format with the publisher or station and follow its process for identifying promotional content. Do not assume that buying an advert also buys favourable news coverage.
Finish with one accurate way to find out more. Too many competing contact instructions can obscure the message.
The Intsetse FM advertising page is a starting point for campaign enquiries. Our advertising brief guide helps organise the practical details, while the contact page provides the station’s published enquiry route.