Considering an Annual Review as a Point of Pride?By Joe Walsh
December 9, 2014
Among public companies, annual reports have moved from required to inspired. Many share a compelling snapshot of the present and future value of the organization beyond the financials. Professional services firms are adopting the technique, minus the financials. The annual review has, in some instances, replaced the firm brochure in professional services marketing. Done annually or every other year, the best of the best share areas of strategic focus, feature client successes and tell the compelling stories of civic, charitable or community involvement.
Interested in creating your own annual review? Check out some client annuals at here.
Trying to convince leaders in your firm that “brochures” like annuals matter? Here are some tips: At the start of every engagement, we often hear “no one reads our material.” And, more times than not, we agree. Why? Marketing material is often descriptive, not distinctive. It tends to look hard to read, is hard to read, delivers more useless than useful information and is “self-centered” or about the organization. In all likelihood, it’s also woefully out-of-date as well as out of tune with market needs. Annual reviews can be the opposite. The "books" or microsites we help clients create are informative and engaging. They honor a prospect’s time, respect the scanning reader, focus on the buyer and otherwise, work more effectively to precondition the sale.
By the way, we’re putting the finishing touches on our own annual review with a collection of case studies and client success stories from 2014. Stay tuned for a copy delivered to your desktop (in print or interactive form). In the meantime, take a gander at some of our own reviews from recent years past for inspiration.