• First, you get a letter and/or a call with the exciting news that you’ve been selected.
• The letter then states that only a small percentage of people in your field have been recognised and as a result, your company will be listed in a published source.
• The listing is free, but "why not take advantage of the honour?" they ask.

Then numerous marketing opportunities are presented - advertising upsells in the publication, marketing slicks, and wall plaques to hang with the phrase "award-winning" on it.