Your company’s annual report is your once-a-year chance to tell your story to the world.
The same message will be going out to a very wide audience – your customers, shareholders, Board and your staff, not to forget suppliers, lenders, regulators and the good old media.
Your annual report should be focused, well written and dynamic.
It’s not an easy task when you consider the diverse readership and the possible list of contributors, each with their own agenda and style.
Copywriting for annual reports – a question of style
Copywriting for annual reports requires a different style from brochure writing or website copywriting. The tone is usually more formal – but it doesn’t have to be. The key is the target audience – who will be reading the report?
You need to consider whether you want to keep the style close to your other company literature or if this should stand apart. If your organisation prides itself on being straightforward and easy to deal with, then a simple conversational style may fit best.
Whatever your style it is important to keep your messages consistent across your marketing platforms. Your report cannot contradict something on your website or social media.
We tailor our annual report writing and technical copywriting to match the character and needs of your business. We are careful to let your own personality or brand come through and at the same time we avoid over-used clichés and jargon which can alienate so much of your audience.
Financial information needs to be clearly set out and the credibility of the organisation rests on its track record and sustainability of future plans. We have technical copywriters used to handling complex briefs and delivering clear, focused documents.
There may be occasions, however, where more anecdotal language can be used in case studies, staff profiles and project updates.
Be transparent, open and honest
The report is a space to voice your company achievements and celebrate successes. However, if it isn’t all good news be honest about it. Most stakeholders appreciate transparency as long as lessons are learned.
Less is more
One of our mantras. We will wield the red pen for you, we understand what is essential and what we can leave out.
Words aren’t always best
We can help you select statistics or highlight key achievements using design, case studies or quotes. Images and graphs can be very powerful in story telling.
Research
We research your industry and look at what your competitors are saying in their reports. Is there an opportunity to stand apart from them?
Your diverse contributors
Potential contributors could range from your Chairman and Finance Director to staff and volunteers. Information may arrive bit by bit, often at the last minute. All of it needs to be brought together with a consistent style and message.
Why you can trust us with your annual report
Editing Edge annual report copywriters are just the team you need.
Lesley Hussell has a top-flight track record with Fleet Street national newspapers, as well as analytical expertise gained as a political editor in the House of Commons (including daily briefings at Number 10). This means she is easily able to handle the bulk of material required by an annual report and hone it for maximum effect.
Ensure your annual report leaves your reader with a clear and accurate message – whether it’s to educate, change minds or inspire action. We’re ready to help. Get in touch now.
For example of annual report written by us see Fitzroy and Radian
