|
The
Science of Special Reports |
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| Special
reports are the perfect tool for establishing a
relationship with your potential clients. By
offering them to your prospects you identify people who
have an interest in your products and/or services while
building confidence in your prospect that you are an
expert at what you do. |
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| Writing
company special reports which convince, and in turn
convert, your prospects into potential clients eager to
use your product and/or service is the science of mixing
your sales message with information establishing your
expertise on a subject. |
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|
Types Of
Special Reports |
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| Many
people may try to 'give up' as little information as
possible using their special report as a form of
teaser copy, while seasoned marketing experts advocate a
small measure of 'overkill' when it comes to these
all-important business offerings. |
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| You
have two choices here... One, you can make the
special report's topic a story which tells your prospect
every step it takes to succeed at an aspect of what you
do, making it a step-by-step guide for them to
professionally accomplish what you can do for them, on
their own... Or two, you can make up a variety of
special reports pertaining to areas of special interest
to your prospects which help them to help you do a
better job for them... In turn walking them closer to
becoming your client! |
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| The
first choice can produce amazing results if written
correctly. It establishes exactly what you would do for
them and more importantly they see first hand your
attention to detail and the type of results they can
expect. But, if it is written incorrectly you may
have just given away the formula for success in your
industry and created instant competitors... who you can
be sure won't be offering this type of special report. |
| . |
| The
second type of special report is usually the wiser
course of action for most companies to offer. They
usually address ancillary or secondary issues specific
to the different types of prospects a company has and
can be great tools for dividing and conquering.
Let's use the example of a Real Estate broker trying
to define the needs of visitors to a website. By
offering special reports which appeal to either buyers
or sellers he can one, capture their contact information
and two, know exactly what follow-up e-mails to send
them. |
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|
How Long
Should A Special Report Be? |
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| The
length of a special report varies with the needs of
the prospect and the amount of information necessary to
establish your company as an expert in your field. I
have written special reports up to 160+ pages long, but
that was an extraordinary circumstance concerning
several corporate strategies which would call for the
formation of corporate entities... which service my
client at the time is in the business of performing. I
have also wrote several one page checklists for Real
Estate companies, 10 Steps To A Faster Sale... How To
Take the Headaches Out Of Home Loans... etc |
| . |
| There
are two schools of thought on how long sales copy should
be, (which a Special Report should always be
considered by you to be). The first is an argument for
using long copy... |
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|
Say
What You Are Going To Say, Say It, And Say What You
Said! |
| Meaning make your argument in
three different manners ensuring that your prospect
understands your message thus capturing their interest. |
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| The second is an argument for
brevity... |
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|
Long Copy Bores, Short Copy Sells! |
| Meaning get to the offer quick,
explaining your empathy and the benefits associated with
taking you up on your offer. |
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| In both cases you don't bury
the prospect in a shower of information, you stick to
the benefits the type of prospect you are speaking to
would be interested in attaining. |
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|
Yes,
Special Reports = A Sales Attempt! |
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| Your
special report while being informative should also
be a convincing and compelling advertisement for your
services. Always include a method for your prospect to
easily get back in touch with you as well as a call to
action or a well defined course of action you wish for
them to take next... So that you can earn the sale. |
| . |
| The
transition from an informative report to your call for
action should convey your understanding of their
needs and/or desires and motivate them to allow you to
help them solve their problem or fulfill their fantasy!
This is where most special reports lose the readers
attention... and is where the true artistry of a
professional copywriter comes in handy! |
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| My name is Michael Jay Wilson. I am a
copywriter... |
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| My job is to help you find the right
message... |
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| Take
the time to email me and lets get this
show on the road... ...the road to success! |
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|
michaeljaywilson@ibizmktg.com |
