Insurances.net

subject: How to Create a Report for more Consumer Response by:Abe Cherian [print this page]

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.

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.

By Abe Cherian

Copyright 2005

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About the author

Abe Cherian's online automation system has helped

thousands of marketers online build, manage and grow

their business. Learn how it can benefit you too.

http://www.imediatools.com

support@multiplestreammktg.com

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