Wednesday, May 16, 2012

Insider Secrets For Using Special Reports to Get More Customers

Special reports are one of the quickest and easiest ways to attract local prospects online and become an industry expert. Here are several insider secrets on how to write and use your special reports to get more customers.
First, don't over-think the writing process - just provide useful ideas about your product or service as if you were talking to a customer face-to-face. Ask yourself, "What information would my ideal prospect find helpful when considering my product/service?"
For example, let's say you sell office furniture. You might title your report "7 Critical Mistakes to Avoid When Buying Office Furniture." You could then explain why you shouldn't buy without first having a master plan... why basing your purchase on price could come back to haunt you... or why focusing too much on style instead of function could decrease employee productivity.
Get the idea?
If you don't feel comfortable writing, record your tips and then have them transcribed. Of course, you can also call me. I'll ask you questions and write your special report (and get everything set up for your website) based on the responses you gave over the phone.
The key to your report's success is value. Give information so valuable your prospects would gladly pay you for it.
Once your report is ready, the easiest way to make it available on your website is a service such as AWeber. You can use AWeber to create your web form, collect/store e-mail addresses and deliver your report the instant your prospects request it.
If you're concerned about cluttering up your website's design, consider a lightbox. This type of web form allows you to display an opt-in box separate from your actual website.
In addition to offering your report on your website and other targeted areas online, don't forget about your offline options. Mailers, advertisements and even your business card are great places to promote your report.
A small classified ad for your report might read something like:
WARNING... Need New Office Furniture?
Get these facts before you open another catalog
or walk into one more showroom. Your FREE
report, 7 Critical Mistakes to Avoid When
Buying Office Furniture, is available now at
(enter website).
Notice how there's no mention of a company name or a sales pitch. Instead, you're offering education.
Another easy and cost-effective idea is to distribute your report as a flyer. Basically, you can print your report on the front and back of a single sheet of paper and distribute it to targeted prospects at homes or businesses. You can also use the flyer as a handout at events where you're in contact with prospects.
Do some searching and you're certain to find a flyer delivery company in your area. You can even cut your costs completely by printing and delivering your report yourself.
A few other tips for your special reports:
· Include testimonials. Anything you say about your product/service is never as powerful as your customers' comments.
· Weave in stories. Explain how people have successfully used your product/service.
· Don't forget a call to action. Tell your prospects exactly what you want them to do after reading your special report.
· Encourage sharing. Prospects will give your special report to other people, especially if you include a sentence telling them to do so.
Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of "The 'You' Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers" and "The Reluctant Writer's Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers."