SUCCESS STORY: EDUCATING BUSY BANKERS

How can you supply critical information to your clients and prospects when they’re already overwhelmed with information?

The Olive LLP accounting and consulting firm (now part of BKD LLP) wanted to keep top executives at financial institutions abreast of news and provide information about new services.

Recognizing that this audience was especially short on time, Scott Flood Writing and Kelly Stanley Design created a bimonthly newsletter tailored to scanning, rather than to reading word-for-word. We translated raw input from accountants, federal regulators and attorneys into no-nonsense banking language. Stories began with bullet-point synopses, and paragraphs opened with lead-in summaries, so readers could zero in on areas of interest. Each story concluded with specific recommendations for action.

The format was well received by clients and prospects alike, easily made the transition to the firm’s website, and became the standard approach for the firm’s other industry groups.

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