If you’ve been a follower of mine for any amount of time you’ll be aware that I create and offer numerous special reports that you can use to generate leads or offer new offline services and products. There’s a reason behind it but that’s not what this post is about. Keep reading to learn more…
There is a ‘Wrong’ Way and a ‘Right’ Way
When you create special reports for the offline market you can take one of these 2 approaches:
- Write it as if you are speaking to fellow Offline Marketers who ‘get it’
- Write like you’re considering the ‘lowest common denominator’ in your target market
Write it as if you are speaking to fellow Offline Marketers who ‘get it’
Creating special reports that you can use for lead generation and business building purposes is quite simple when you understand who you are writing for. You’re NOT writing for your fellow IM buddies and if you write like you’re talking to someone who ‘gets it’ your special report will hit the mark so far that you might have been writing with a blindfold on!
Write like you’re considering the ‘lowest common denominator’ in your target market
When you write like you’re considering the least knowledgeable person you could possibly speak with in your target market you’ll never go wrong. This is the reason why I write the special reports that I offer to my local business people as if to say I’m explaining things to them in the understanding that they don’t ‘get it’ … yet at least.
Sure, some of them do already have a level of understanding of what we do, but just like the number of people who are successful Offline Marketers, they too are in the minority.
“Your Report Contains Fluff!“
I’ll be honest with you and say that I do occasionally I get an email from someone how purchased one of my lead generation reports to say that they felt it was “fluff” and that the message could have been delivered in fewer words. You know what, they’re probably right but here’s what they’re missing.
When the reader is going through your lead generation report, YOU are NOT there with them to answer any questions. The information product that they have with them has to do a huge job or you’re history.
- It has to reach out to them in a way that connects
- It has to flow just as if you’re right there talking to them
- It has to generate enough interest for them to want to meet with you
- It has to be an extension of how you communicate so that when they decide to meet with you they already have a ‘feel’ for you and your personality
- It has to sell without selling
- It has to start building your credibility
- It has to separate you from the crowd and your competition
- It has to help you start establishing your credibility
From my years of experience in creating high converting lead generation products in the professional services world I know what works. The winning formula is what I use and teach in my offline world. So when I see someone comment that a report is ‘fluff’ it makes me sad that they just don’t ‘get it’
“The best looking merchandise won’t sell without the intelligent persuasion
of somebody’s words.”
Elmer Wheeler
Your lead generation product has a tough job to do. It’s even tougher than you standing in front of a prospect or existing customer/client and trying to persuade them to do business with you. It’s tougher because you are not there to answer questions or handle objections that come into their mind. That’s why you your special report MUST hit the spot and be easily digestible by the lowest common denominator in your target niche.
How To Create Your Own Niche Offline Marketing
Special Report That Converts Like Crazy
If you want to learn the exact formula that I use to create my own high converting (i.e. they lead to effective follow-ups) lead generation special reports and other information products in my Offline Marketing practice I suggest you take a look a this consulting tool
