Most decision makers and CEOs don’t want to read through a long document, they want to read one or two pages and quick snapshot bullet points.
The most important information is things like what services your company offers. This is a great way to upsell other products that might help their business. Also your USPs, so what you offer that competitors don’t.
This may sound obvious but you’d be surprised how many companies don’t differentiate their businesses. Budgets would also ideally be upfront too. Many companies don’t like to give prices, especially up front in fear of scaring clients off without the sales first, but even giving a minimum budget you will work with will give transparency and prevent any timewasters.
Also, don’t put your companies client portfolio and testimonials at the beginning. It’s a mistake many companies make. The client would have done some groundwork, which is why they connected with you, so begin by showing how you can service the client and solve problems and then end with showcasing credentials to build trust.
Contributors: Lisa Wlodyka from Cherish PR