End of year reports need spicing up. All too often, companies end up creating painstakingly detailed end of year business reports that are filled with dense reams of lengthy, monotonous text.
Does this method convey the correct information? Yes. But do these end of year reports hit the mark in terms of engagement? Rarely.
In this guide on how to write an end of year report, we’ll explore how companies can and should adopt a different approach, focusing instead on creating an annual overview that’s genuinely interesting.
Why is this important? Today, more than ever before, people want to partner with, work for and buy from companies that align with their own values. Your annual report, more than any other asset, provides a golden opportunity to do that. It’s a chance to showcase not just the “what” of your performance, but the “why” behind your achievements.
Yes, companies need to inform shareholders, demonstrate financial transparency and ensure compliance. But a truly great end of year business report should do so much more than that. It should get stakeholders excited about the work you’re doing, and the work you have ahead.
Think about Spotify Wrapped – it’s become a highly anticipated highlight of the music year. Why can’t your end of year report be the same for your company, summarising the most interesting data, stories and milestones in a fun and inspiring way?
Planning your end of year report
If you’ve been treating your annual reports as a tick box exercise, it’s time to rethink your approach.
Just look at these examples for inspiration as to what can be achieved:
However, creating an exceptional end of year business report to be proud of, that both captivates attention and conveys the right messages, doesn’t happen overnight. It’s a process that requires careful consideration and – you guessed it – meticulous planning.
So, with a blank slate in front of you, where exactly should you start?
Before you dive into the writing process, there are several steps to take to ensure that your end of year report hits the mark.
#1 – Outline your goals
Perhaps the most important question to ask throughout this entire process comes at the very start. Consider, what exactly do you want to achieve with your end of year report?
Perhaps you’re looking to celebrate a year of exceptional company performance. Maybe you want to showcase the new products or services that are poised to drive the business forward, or shine a spotlight on sustainability progress.
By pinpointing your key achievements from the outset, the content creation process will remain focused later down the line.
#2 – Define your audience
Of course, it is vital that those goals align with the interests of your audience to capture their attention. Therefore, it’s important to really think about who is going to be reading your end of year report:
- Shareholders may focus on financial performance and growth prospects.
- Customers may care more about the brand values.
- Employees will want to feel proud of the company’s societal contributions.
- Investors will want to see a mix of innovation, stability and progress.
By taking the time to consider the interests of each of these parties, you can begin to think about how the content and tone can be tweaked so that the report is engaging for those that are going to be reading it.
#3 – Structure your report
With the goals and audience nailed down, it’s time to think about building out a skeleton framework. Here, you’ll want to divide the end of year report into cohesive sections that flow naturally, telling the company’s story for the year in a logical way. In doing so, you’ll also want to use clear and descriptive subheadings so that readers can easily identify those sections that are most relevant to them.
For a deeper understanding of the sections that are commonly included in end of year reports, check out our annual report guide here.
#4 – Find the data that paints the right picture
An important part of building out that storyboard will come from the data that you have available.
Whether there’s been a spike in sales or improved marketing performance thanks to a revamped website, it’s important to dive into your metrics to understand how to quickly and easily convey your key achievements.
Critically, when incorporating data, keep in mind to:
- Prioritise relevance: Choose metrics that resonate with your audience’s interests.
- Tell a story: Use figures that highlight key trends, impact and growth.
- Triple check for accuracy: Make sure data is accurate, reliable and relevant to maintain your credibility.
The writing process: 5 tips for effective end of year report writing
With these foundations in place, you can turn your attentions to the writing process.
Again, it can be hard to know where to start here. The end of year report needs to be engaging, speak to the right reader and communicate the right information to them clearly. But how exactly can that be achieved?
Here are five simple tips to help guide you when it comes to writing phase.
#1 – Tell a story
Take your readers on a journey – one that outlines your vision, any challenges you’ve overcome, successes and future aspirations.
While the use of data is a great storytelling tool, so too are real experiences. By adding in client testimonials and successes, you’ll be able to move beyond the numbers and convey the impact of your products in a more human way.
#2 – Use engaging visuals
Any end of year report writer must also consider the importance of visuals. Intricate data should be broken down into charts, graphs or diagrams so that it’s more digestible. Equally, key quotes or sentences can be put in pop out boxes to immediately convey key messages to the reader.
Not only do these visuals help to enhance the aesthetic appeal, but they can also improve the readability and flow. If a reader is presented with large chunks of text, they’re much less likely to read them. But if they’re presented with a combination of short snappy paragraphs, thoughtful wording and engaging visuals, they’ll be much more likely to read on.
Charity Water does this really well. See their example here.
#3 – Adopt a cohesive tone of voice
One of the biggest challenges in writing annual reports is compiling information provided by multiple different departments and tens of different people, each with their own communication and writing styles.
Simply strapping these inputs together would result in an incoherent mess. For clarity and consistency, there instead needs to be one overarching tone of voice and writing style that is consistent with the brand more broadly.
With a cohesive narrative, you will be able to embody the brand personality, and in turn build greater connection and trust between company and customer.
#4 – Keep it simple
When it comes to writing, simple is often better. By avoiding overly complicated wording, jargon or acronyms, your end of year report will be easier to read and more accessible to wider audiences.
Using short sentences can be highly effective. They force us to be direct and choose more powerful words that prevent monotony and add interest to the writing. Need to really emphasis a point? State it simply.
#5 – Proofread, edit, and proofread again
The final step of writing an annual report is simple: proofread, edit, and proofread again. It’s not just about spotting spelling, grammar and punctuation issues. It’s also about reviewing the content for clarity, coherence, relevance and flow.
Is it enjoyable to read? Ask yourself be brutally honest. You don’t want to fall at the final hurdle when a few tweaks could turn an end of year report from being average to great. Better still, ask a qualified colleague. A fresh pair of eyes can do wonders for both proofreading and writing improvements.
Want to get it right? Work with an end of year report writer
A great end of year report can do wonders for any brand.
With the right purpose, structure, story and visuals, you’ll be able to capture and retain the attention of those who read it, turning it from a corporate document that bores to a marketing asset that excites.
Remember: Your end of year report is an opportunity to showcase the full breadth of your value and impact. And that’s an opportunity that shouldn’t be overlooked.
Harness these tips, and you’ll be able to take your readers on a journey with your brand – to discover your aspirations, challenges and successes. However, achieving that takes time.
For ease of execution and exceptional results, consider partnering with a dedicated end of year report copywriter.
Want to take your end of year report to the next level? Contact us today for support.
