Write a Boilerplate That Gets You Noticed

In today's fast-paced digital world, capturing attention and conveying your brand message concisely is crucial. That's where a well-crafted boilerplate comes in.

This comprehensive guide will equip you with the knowledge and tools to write a boilerplate that not only informs but also leaves a lasting impression on your audience. From understanding its purpose to crafting compelling content and optimising for maximum impact, we'll cover everything you need to know to master this essential marketing tool.
‍

Understanding the Purpose of a Boilerplate in Marketing

A boilerplate is a short, standardised description of your company or organisation. Think of it as your elevator pitch in paragraph form. It provides a concise overview of your business, highlighting key information such as your mission, products or services, and unique selling proposition (USP).

A well-written boilerplate serves several purposes:

• Provides Consistent Messaging: Ensures that your brand message is communicated consistently across all platforms and materials.
• Saves Time and Effort: Eliminates the need to write a new company description every time you need one.
• Enhances Brand Awareness: Reinforces your brand identity and key messages.
• Increases Efficiency for Journalists and Media Outlets: Provides readily available information for press releases and media coverage.

You can use your boilerplate in a variety of places, including:

• Website: Typically in the "About Us" section or footer.
• Press Releases: Included at the end of every press release.
• Marketing Materials: Brochures, presentations, social media profiles.
• Email Signatures: A concise version for professional communication.

While both provide information about your company, a boilerplate differs from an "About Us" page in a few key ways:

• Length: A boilerplate is much shorter and more concise than an "About Us" page.
• Focus: A boilerplate focuses on essential information, while an "About Us" page can provide more detailed information and storytelling.
• Purpose: A boilerplate is primarily used for external communication, while an "About Us" page is typically found on your website.
  ‍

Writing a Boilerplate that Captures Attention

Crafting an effective boilerplate involves more than just stringing together a few sentences about your company. It requires careful planning and consideration of your audience and key messages.

Before you start writing, ask yourself:

• Who is your target audience? Are you writing for potential customers, investors, media outlets, or a general audience?
• What are the key messages you want to convey? What is your company's mission, USP, and most important achievements?

Once you have a clear understanding of your audience and key messages, you can start crafting your boilerplate. Here are some essential tips to keep in mind:

• Keep it concise and clear. Aim for a length of 50-150 words. Use simple language and avoid jargon.
• Highlight your unique selling proposition (USP). What sets your company apart from the competition?
• Use strong verbs and an active voice. Create a dynamic and engaging tone.
• Include a call to action (optional). Encourage further engagement by directing readers to your website or social media channels.

Boilerplate Examples and Inspiration from Leading Brands

Analysing effective boilerplates from different industries can provide valuable insights and inspiration for crafting your own.

Here are a few examples:

• Tech: "[Company Name] is a leading provider of cloud-based software solutions that help businesses streamline their operations and improve productivity."
• Healthcare: "[Company Name] is a healthcare organisation dedicated to providing compassionate and high-quality care to patients in the [city/region] area."
• Non-profit: "[Organisation Name] is a non-profit organisation committed to [mission] by providing [services] to [target population]."

Common boilerplate mistakes to avoid include:

• Using jargon or technical terms.
• Being overly promotional or self-congratulatory.
• Lacking focus or key information.
• Forgetting to update your boilerplate with company news and achievements.
  ‍

Optimising Your Boilerplate for Maximum Impact

Once you've written your boilerplate, it's important to optimise it for maximum impact. This includes:

• SEO for Boilerplates: Incorporate relevant keywords that your target audience might use to search for your company or industry.
• Updating Your Boilerplate: Keep it current with company news, achievements, and milestones.
• A/B Testing Your Boilerplate: If you're using your boilerplate in marketing materials, consider A/B testing different versions to see which performs best.

Boilerplate Variations for Different Purposes

While the core elements of a boilerplate remain consistent, you may need to create variations for different purposes and platforms.

• Short Boilerplates for Social Media: Condense your boilerplate to fit character limits on platforms like Twitter and LinkedIn.
• Boilerplates for Specific Purposes: Tailor your boilerplate for investor relations, partnerships, or media inquiries.
• Personal Boilerplates for Individuals: Create a brief bio for yourself as a professional or entrepreneur.

Conclusion: Mastering the Art of the Boilerplate

A well-crafted boilerplate is an essential tool for any business or organisation. By following the tips and strategies outlined in this guide, you can create a boilerplate that effectively communicates your brand message, captures attention, and leaves a lasting impression on your audience.

Remember to keep your boilerplate concise, clear, and engaging, and don't forget to update it regularly to reflect your company's growth and achievements. With a little effort, you can transform your boilerplate from a simple company description into a powerful marketing asset.

‍

References:

https://asana.com/resources/brand-messaging-framework

https://developers.google.com/search/docs/crawling-indexing/website-testing

https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp

https://www.investopedia.com/terms/b/brand-identity.asp

https://www.investopedia.com/terms/e/elevatorpitch.asp

https://mailchimp.com/resources/boilerplate/

https://www.prnewswire.com/resources/articles/what-is-press-release/