Lesson 8: Introducing your Business

This final lesson sums up much of what has been taught so far and demonstrates how you can use it to introduce your business and make effective business presentations.

Introducing Yourself

In business documents of all kinds, from letters to advertising to business plans, you can benefit from providing an effective introduction to your business and the products and services that it provides. You should practice writing descriptions of different lengths which sum up what your business has to offer. Most business people find it particularly hard to write short descriptions. It's difficult to decide what you simply must include and what you can afford to leave out. Sometimes it's wise to have several different descriptions available (in the form of different letterheads, business cards, brochures etc.) targeted at different sections of your business network and clientele.

The most basic introduction that your business needs is a short, snappy one, just a few words long, which sums up what you do. Some examples are:-

"AT&T Business - Integrated Solutions for All"

"Ebay - the World's Online Marketplace"

"Shish Mahal - By Far the Best in Curry Capital of the West"

You'll observe that such descriptions and slogans are usually written in title case (with the important words capitalized). This increases emphasis and sets them apart from surrounding text.

Some businesses now prefer to introduce themselves with a website URL instead of a slogan. This is only suitable if the URL is short and contains the company name in a prominent position, eg: 'www.mycompany.com' It is more appropriate for large companies whose products and services are already familiar to the public.

Remember that you don't have to include everything in a description of what your business does. If you provide quite a variety of products and/or services, focus on just a few which are representative of the rest, and make a note to the effect that there's 'much more besides' or 'much more in store'. Sometimes you may be able to sum up all or part of your range with a simple phrase, eg: 'for all your decorating needs'.

Some situations in business require you to introduce yourself as an individual. You probably have some experience with this from writing your resumé (curriculum vitae). A personal introduction in business, however, should be much more compact. Try not to exceed three sentences. Readers will not generally be interested in the details of the jobs you've held or what you did while studying. They'll want to be able to take in at a glance those factors which show that you are well suited for the job you're doing.

In most cases, a personal introduction should start with your name. Placing this at the very beginning shows that you are confident of your importance as an individual. Any special titles that you may have should be included, as should any letters after your name indicating special status or academic achievement. You should go on to mention any relevant degrees or professional qualifications that you have. Lesser qualifications should be omitted unless you don't have any work experience to talk about. People who didn't do so well in the education system are better advised to move directly onto selling themselves on the basis of their experience.

A description of your experience should include your current or most recent job title. If you have been with one company for a long time and are introducing yourself in the context of what you can do with or for that company, you should mention the number of years you've been there. This demonstrates your loyalty and commitment. Up to two other significant jobs that you have held can be included in your introduction. Mentioning too many will make you seem as if you lack direction.

Finally, your introduction should mention your personal qualities and ambitions in a way suited to the business at hand, eg: "a keen self-starter with management potential" or "a skilled team worker dedicated to the company's success". In this way, a person reading your introduction will be left with an impression of your character and with a focus on your future potential.

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