Elevate your proposal with a capability statement

When you’re putting together a proposal to showcase your business, you want maximum bang for your buck. But how to maximise the opportunity? One very effective way is to include a well-written capability statement.

This compact but powerful credentials document has a multitude of purposes – each designed to elevate your business profile.

But first, what is a capability statement?

A capability statement is sometimes called a corporate or business profile, or a credentials document. They all mean the same thing: a document that succinctly communicates what your business has to offer.

A capability statement is a foundational element in building a relationship with a prospective client. Essentially acting as a CV for your business, it clearly sets out the services your organisation provides, the experience you have in your industry sector and the outcomes you deliver. A snapshot, if you like, of what your business is capable of.

What should a capability statement include?

The first thing to note is that a capability statement can be really quite versatile because you can tailor it to be specifically aimed at your target client. However, in general, a capability statement should include:

  • A cover. Customise it with the prospective client’s name, plus your logo and company name. You can also include your contact information here.
  • Your company profile. Note that this does not mean a lengthy company history, but a brief description of what your business does. You can also include your values here  – an ideal way to gain credibility and trust. Limit this section to one page.
  • Your key selling points. In other words, your value proposition. It’s here that you can describe the outcomes or results that your service delivers to your customers. If you’ve got a number of service lines, then arrange it that way. Take care to use language that emphasises your expertise in that area. Again, no more than one page.
  • Your experience. Who you’ve worked with, what you did for them and what the results were. This is the bit where, depending on what your business does, you could slip in few brief case studies that showcase the difference your service makes and how your customers benefit. Take up to two pages for this section. If you have room, add in a testimonial or three.
  • Next is your ‘wins’ page. Note here any award success – including if you were a finalist – any accreditation or certification you have or any you’re in the process of achieving.
  • Now take 1-2 pages to introduce your team. This is all about demonstrating that you have the right people and resources to answer your prospective client’s needs. Describe you team members’ career backgrounds, qualifications and experience. It’s also a good idea to include heads shots and a team photo. Note that the individual bios you’ll include here are not full-on CVs; just 3-4 key points about the individual’s skills and projects of note will be fine.

How do I write a capability statement?

Our top tip for copywriting a capability statement is to make your focus on the customer. Follow the format above overlaid with these key insights to help guide you:

Be straightforward and succinct. The most common complaint about any corporate communications is that there are too long, too irrelevant and too dull. Remember, your prospective new client is almost certainly time poor, so don’t waste what precious time they’ll give you by having a capability statement that’s long winded. Regard bullet points and subheadings as your friends.

Only mention things that are relevant to your target audience. For example, emphasise the services you provide that closely match what your reader needs. Similarly, outline case studies they can relate to. If you’re pitching to a client in the construction industry and your case study relates to the wellness industry, then you’ve missed the mark.

Make it interesting. Include good visuals in your capability statement. A smart cover, some crisp captioned images, well-formatted and thoughtfully set out text, good use of company colours for the headings – that kind of thing. Make your credentials document look like you’ve put a bit of thought and effort into getting it right.

Invest in graphic design. If you haven’t got the resources inhouse, outsource to a graphic designer. Quality design is important for your brand profile and gives it professional polish. Remember, you want your capability statement to look like the business!

I’m a hopeless writer!

If you find the thought of creating a capability statement daunting, then why not ask a professional writer to create one for you?

Here at Proof Communications, we’ve got decades of experience in helping people write credentials documents that are spot on. Get in touch to find out how easy it is. Call us on 02 8036 5532 or 0448 566 377 or head to our contact page.

Want help writing business-winning content?

Contact us for more information about how we can make your writing more successful.

This field is for validation purposes and should be left unchanged.

Share This: