On my November 6th blog post ( you can read it here) I talked about the importance of a profile sheet and some of the elements that should be included. Now lets expand on the basics a bit to make sure you get the best use out of this one document that you can.
First, the type of paper. Don’t print on paper that can’t be written on. Shiny paper might look nice, but it keeps a tour operator from being able to write notes on the profile sheet while you are speaking. Some have told me that is the best way for them to remember information so don’t deny them the opportunity. Use a heavier stock of paper so it can withstand the wear and tear of use back in the office.
Secondly, make sure to use both the back and the front of your profile sheet. I am always amazed when I see a blank back side of these handouts. You are losing a huge opportunity to share more information.
Can it be more than one piece of paper? Technically no. But I emailed Peter Pantuso, of the American Bus Association and his savvy staff confirmed that is ok to have a bi-fold profile sheet, so you basically have an outside front, two inside pages and a back. I have seen variations on that with a stylish half page on the front as well, so as long as it is just one piece of paper, it is ok.
If you are going to feature exhibits and shows with specific end dates, be aware that your document will need to be updated each year. Some companies choose to work with an evergreen product that needs be updated only every few years, others want fresh profile sheets with new programming featured. Either way works and it’s just a matter of your budget- and if you know your offerings far enough in advance to be able to promote them!
I have seen QR codes being used more frequently and I do have a suggestion there. I took an educational session at NTA Exchange one year where the speaker suggested having the QR code go to a video, instead of just a website. It delivers more impact and I have used that tactic before to take a quick snapshot of the QR code on my own profile sheet and show an operator our group tour video. Much easier than dragging a tablet around!
Let me know if you have any questions about developing your profile sheet- or if you have a great one to share!