If I were to tell you the number of new customers and leads for your product that you can get from a simple special report, you would probably not believe me. If you were to take the time to write a basic/easy-to-read document that was no more than 20 pages, you would find that this will produce results in response than any of your other marketing that you've put into motion.
You would be chasing people away that are beating down your door wanting to give you money to hire you out if you were to distribute this special report. By the way, it is also known as a 'white paper'.
The great news is this: it's really not brain surgery putting this special report together if you know your product and/or services. And if you are among those who hates to write, there is a simple and fast solution for you if you follow this outline that will guide you. All you'd have to do is give an answer to some basic questions and presto, your special report, a.k.a,. white paper, can be ready for you to start handing out to your prospective customers. It will work as an automatic sales machine that keeps going and going, even while you're sleeping.
Alright, I'm going to guide you with some questions that will lead you into creating this special report. Here it goes:
Point 1. What is the greatest challenge facing your audience?
The first thing that you want to do in the beginning of your special report is connect instantly with your target audience/reader. They need to know right away that you really do know what keeps them up at night with worry, anxiety, and concerns.
Get to the very core problems that they are dealing with, but don't just leave it at that. You want to 'feel their pain', so to speak, by letting them know that you genuinely care and that you can empathize with the annoyance they must feel having to carry this problem around like an unwanted monkey on a back.
Point 2. What kind of money leak is this challenge creating?
Be sure to paint a very loud picture of this problem as you're creating your special. I know. I know. That sounds like a rough thing to say. If it's any consolation to you, your readers will thank you in the end. Why? Because you will show them in very plain language that you hold the key to putting an end to their suffering.
You do have the solution to their pain, right? Well, since that's the case, don't be shy about letting them know it. Your solution could be the very thing that stops the money leak in their financial lives. Your answers may put these leaking funds to better use such as buying a brand new (fill in the blank) that is desperately needed by your target audience. You'll have to ask yourself what will happen if you don't boldly share how it is that you can remedy their situation.
Could your solution to their problem be the very thing that can help them save more time? Are they hurting their chances of getting a higher paying job without your solution? These are the kinds of questions you need to hold in front of you whenever you're tempted to NOT rub their pain in their faces as you write your special reports.
In the end, you're doing your target audience a HUGE favor when you put pen to paper and just write.
Point 3. What is the overall solution here?
There are a couple of roads that you can take when presenting your special report. The first one is this: paint a very clear image of what the big picture looks like before you jump in and start sharing the keys to your solution. You want to give them all the things that can be done, all the things that are possible. The next step is to do a little research on those who have not been successful in applying other solutions and then explain the reasons why they fell flat on their faces.
What you are doing is very smart, as it will position you as being the ONE who can really help, the ONE with the REAL solution.
Makes sense, eh?
Point 4. What is your detail-by-detail remedy to the problem?
This is the time for you to give your very own basic, step-by-step formula, in the writing of your special report. The meat of your special report lies right here. Do you have a 3 point method that keeps acne away? If so, you need to write it out in plain language, but don't give away too much information. The only thing that is necessary is for you to tell your targeted reader what needs to be done, not HOW to do it.
Why?
You do want them to sign up and hire you out, correct? I mean, isn't that the end goal of the special report? It's perfectly alright to be generous with all kinds of tips and strategic methods they can employ that will begin to remedy their pain. When you do this, you will be seen as someone whom they can trust simply because you're giving away so much useful information that can be put to work immediately.
The "Do-it-yourself-ers" will just love ya!
Point 5. What kind of evidence do you have that your system actually works?
Do you have clients that you've done some work for that used your formula or system? If so, can they share how it has produced tangible results in their lives? Ask them if you can use their story in a case-study format. Testimonials are great, however, they work best in sales letters. That said, you can still plug in a testimonial here and there, but it would serve your special report far better if you treat the writing of it as would a magazine writer.
In magazine articles, you find that the writer tells you a story and then gives you some kind of proof. You can write your case study in this way: Problem. Action. Result. Present what the problem was that your customer had before they hired you out to fix it. The next step would be for you to illustrate the very action that was taken (of course, feel free to let the reader know how you were a lifesaver!).
Lastly, give the exact results that were yielded once your client implemented your solution-oriented system.
Point 6. Give a reason why listen to you?
Reinforce your credibility. You can do this several ways, such as putting it in a one page bio that has your credentials or write details of how you got to be as successful as you are now. Let your targeted readers know how you came to put your system together. Did you find it by accident?
If so, explain it in details. When you follow these steps, you are cementing your expertise and authority on the subject matter.
Point 7. Okay, now what?
Whatever you do, don't mess up on this part because it's the most important of them all in your special report. Your readers ought to be on the edge of their seats - shaking with great anticipation as to what the next step is - once they get to this part.
They are foaming at the mouth to learn what they need to do. Now, move closer, because you don't want to miss what I'm about to say. Listen up, you have your readers right where they need to be. Make them an offer that they can't turn down, a.k.a., an irresistible offer, one with a limited time frame to take you up on what it is that you are selling.
If you've reached this far, guess what?
You're done!
All you'll have to do at this stage is to go over your special report and strip away any kind of language that sounds too technical and stiff. You want to write the special report as if speaking to a good pal - who just happens to be in your target audience - as if the two of you are sitting on a porch drinking a tall glass of iced-tea. Be open with your own experience without coming off as sales-y (is that even a word?!), and simply lead your readers to how you can solve their pain.
Keep in mind the goal of your special report is to connect with your prospects in such a way that they feel as if you are a friend of theirs.
You are building a relationship here so that you can get them to know, like, and trust you, to the point where they'll feel comfortable buying what it is that they need from YOU and not from one of your competitors.
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