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How to Create a Report for more Consumer Response
By
Abe Cherian Copyright ©
2005 [Reprint this article] |
Most companies focus on developing a brochure, a slick
4 color tri-fold brochure with pictures, the name of
their company, phone number, etc. That's actually how
people treat it It's just a brochure with very little
meaning. It's treated with low perceived value and
usually ends up in the garbage. Most brochures developed
are full of "me too" or copy focused on the company itself.
How can you promote your company or establish some type
of expertise and put it into a vehicle like a consumer
guide or report that the consumer will want to read?
You can develop it in an informational format. You put
your expertise, knowledge,
background, and years of
experience down in print. In other words, a 12-page
"Inside Secrets" type of report that relates to the
service you want to render has a much more valuable
meaning to the reader than an actual fancy
brochure.
It also now becomes a book. Even if it's a report, you
can call it a book. It doesn't matter. It's a different
look, feel, value, pages than a brochure. It also provides
advice. This report will be skimmed over, read and saved
or passed along to others.
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You will want to treat the title of your report like you
would the headline of an ad. You want to create a title
that keeps your prospect interested. It should tell them
what's in it for them. It should give them a big benefit.
You'll also want to entice them into getting a copy of it now.
You don't want to title your book or report "Acme Company-
We Value Your Patronage" your Company For Life. You don't
want to come up with a title that gives them no reason to
call you. You don't want to put your company name in the
title.
If anything, put your company name underneath the person's
name so you are listed as the author of your report or book
or consumer awareness guide. You can also add a photo on the
cover. This also gives you credibility and makes you be
recognized as an expert in the field.
Your report or book needs to be written from your consumer's
side, not your side. It needs to be written from their
vantage point. They're going to understand that you're
educating them about the industry's weaknesses. You tell
them right away, "I know there are some unethical
companies, but before you make any choices, please read
on to find out the key ideas you need to know before", etc.
You become their advocate and advise them about picking
the right company. You will be perceived as "educating"
them instead of "selling" them". Try not to use the words
"me", "we" "I" and "us." Try to use the words "you" and
"your" as often as possible. -
Your reader doesn't want to hear about your company. They
want to hear about what your report can do for them and
educate them. Then they'll want to know about your company.
You'll want to create this copy so it doesn't look like
advertising. It has to position you as a helpful friend
and expert in the field. Don't be touting your company or
recommending your company.
You need to describe the actions necessary to fulfill the
promise that's in the report. For example with this headline,
"10 Easy Steps to Making Sure You Don't Get Ripped Off By A
Contractor", then spell out those 10 steps. Wet their appetite.
Tell them what to do, but not necessarily how to do it. What
happens is they will contact you for more of your advice.
The final step should be to contact you for more information.
Give them a check list or flow chart of the process so you
are educating them. Try not to use too much industry lingo
because they may not understand it. You may even have a
copywriter prepare this report.
You want to avoid using an advertising agency because they're
more inclined to do fancy brochures and try to stick in some
logos and other things that really aren't needed. You want to
have it printed nicely. You want to have it professionally
laid out and typeset by a printer, but don't make it look like
a brochure. It doesn't have to be printed in 4-colors and on
high glossy stock.
You can print a cover on heavier weight paper with the
actual report saddle stitched (stapled) and folded. If you
want, you can make the cover a different color. That's as
expensive as you want to go. You can make this report on
white paper with black ink, folded and stapled in the middle.
You want to make it at least as long as necessary to convey
perceived value. 12 pages is usually a good amount, double
spaced. You can still fit that report into a #10 envelope
if you need to.
In conclusion, there are really only two reasons why anyone
does anything. It's to gain pleasure or avoid pain. You want
to be sure your report's title appeals to either one.
If not, re-write it until it does.
About
The Author
Abe Cherian is the founder
of Multiple Stream Media,
a company that helps online
businesses find new
prospects and clients, who
are anxious to grow
their business fast, and
without spending a fortune
in marketing and automation.
http://www.multiplestreammktg.com
Web's #1 site to find
"free resources to
Plan, Build,
Market, and Maintain your
website":
http://www.multiplestreammktg.com/resources.html
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