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November 2, 2009

Generate Leads – How to Write a Compelling Special Report with Ease

Writing a special report, or “white paper,” as it’s commonly called, is a fantastic strategy for creating leads for your business.

A simple ten to twenty page document that people can request from your website will create a strong desire for people wanting to do business with you. Writing a special report isn’t complicated. In fact, even if you don’t like writing, you can easily and quickly write a report by following these seven tips.

1. State the “Big Problem.”

You’ll get your reader’s attention if you jump right into what their “point of pain” or problem is they’re experiencing. Demonstrate through writing that you:

  • Understand the core problem they’re facing
  • Care they are having this problem
  • Understand how frustrating having this problem is for them

2. What is the cost of this problem?

People respond faster to alleviating problems and pain, than they do to the potential for gain. So, it is imperative in your special report you specifically communicate what this problem is costing them. Perhaps it is they are losing out on money they could be using to fund a desired lifestyle, to live debt-free, pay for their children’s’ college education, etc. Quantify this cost, if you can!

3. Talk about the general solution.

First, start out by giving a “big picture” solution to solving the problem, such as hiring a coach to accelerate achievement of desired results, or implementing a solid, results-oriented marketing strategy.

Second, talk about how people have tried other solutions, have failed, and why. Examples of reasons why could be “programs are too complicated to understand or are incomplete” or “includes too much technical jargon.” Providing the solution in this format sets you up as THE solution to the problem!

4. State your specific solution.

Lay out your method or system to the reader. This section should be a minimum 50% of your entire special report, and is where you briefly communicate your process for solving the problem. Perhaps you have a seven-step marketing system, or a five-step method for attracting the perfect mate.

It is important in this section to tell your reader what you do—but, not how to do it! The “how” is what you want them to pay you for (solving the problem). However, give the reader some tips and strategies they can use to start solving their problem. This helps build a relationship, and their “like and trust” factor with you.

5. Prove your solution works.

Share the results of your solution by sharing case studies of actual clients you’ve worked with previously. A great formula to use to tell a case study is the P.A.R method – Problem, Action, and Result, and works like this:

  1. State the Problem a client had before they worked with you
  2. Show the Action your client took, and how the problem was solved.
  3. Tell the Results the client experienced; quantify results, if you can.

6. State your credibility.

What are your credentials? What is your success story? How did you discover the system or methodology you use? You can include this information in a one-page biography to establish your authority and expertise on the subject.

7. Tell the reader what to do next.

By now, your reader should be aching to work with you, and excited to take the next step. Point the reader in the right direction, and clearly, specifically spell out a call to action. Give them an irresistible offer they can’t refuse, and a time limit for them to take advantage of the offer.

One final tip…make you special report conversational. As you are writing, think about a specific person you would be writing this to, like a friend or person you know. The purpose of your special report is to build a relationship between you, and your lead. This builds their “know, trust, and like” factor with you. Moving them closer to doing business with you!


Bonita L. Richter, MBA, teaches coaches, consultants, and solo professionals how to market their businesses to increase sales , income, and generate wealth. To download her popular and *FREE* Money and Marketing spreadsheet tools, and BONUS gifts visit ===> http://www.Profit-Strategies.biz/Templates.html

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