Innovative Newsletter Delivers
Measurable Marketing Results

When accounting firm Nykiel Carlin & Co began publishing its newsletter, "Off the Balance Sheet," it developed a unique and innovative publication tailored to achieving specific marketing objectives. Almost immediately, the firm’s partners witnessed measurable results.

One of the most innovative regular features in "Off the Balance Sheet" is the client profile article on page one of each issue. These profiles showcase successful client firms—some of whom have been doing business with Nykiel Carlin since the accounting firm was founded more than 30 years ago.

"Our first client profile featured the architectural firm responsible for designing the Harold Washington Library in Chicago, and it came out just before the new library opened to the public," explained Ray Carlin, Managing Partner. "Shortly afterward, we received a call from a different architectural firm interested in our accounting services. They saw the newsletter and were impressed with it, so they called our client for recommendation. Then they called us," Carlin added.

Nykiel Carlin distributes "Off the Balance Sheet" to clients, prospective clients and business associates in related fields. When promoting the firm’s services, Nykiel Carlin professionals often present issues of "Off the Balance Sheet" along with the firm brochure and other marketing materials. But unlike traditional marketing materials, the newsletter does not directly promote the firm’s accounting services.

"Our editorial philosophy is to provide a variety of information on topics business people need or want to know about, not to fill a lot of pages with junk that might only be important to other accountants," Carlin said.

In addition to client profiles, Nykiel Carlin solicits guest columns from authorities in related fields with expertise to offer entrepreneurs. For example, a recent guest column by an independent business consultant located in Chicago’s Northwest Suburbs offered tips on creating a successful business plan to guide small and medium sized businesses to greater profitability. Another featured advice from a noted business psychologist on how to build a winning management team.

"Often people think of accountants as ‘number crunchers,’ but we position ourselves as complete business consultants. We have developed a comprehensive network of associates in a variety of specialty areas, such as insurance, business planning, executive recruitment, business law, all kinds of financial services—you name it," Carlin said.

"When a client comes to us with a problem, we pride ourselves on being able to offer the right solution or connect the client with a responsible business expert who can," he added.