Welcome to this week’s Marketing Minute Tip. If you’re like many business people, there is a certain trepidation when it comes time to even thinking about writing a Special Report. Like anything in life, when we approach something for the first time with no one to lean on for help, it can be a frightening proposition. Today I have some really good news for you if building your Special Report is something you have put off. It does not have to be HARD!
In fact, just like everything else AMS and I have shared with you; there is a simple, fool-proof formula you can follow every time for predictable, profit-producing results.
So what is it?
On a piece of paper list all the benefits of your product or service. Or, in other words, list the problems your product or service solves.
Next, combine this information with your sales presentation and record the entire thing with a friend. Make certain to give them a list of all the tough questions your customers ask and be sure to answer them in the presentation as well. (Remember, you’re not trying to close prospects on the first shot. You’re just trying to ease them into a comfortable relationship with you for a close further down the road.)
Last, transcribe the recordings.
There it is…the start of your Special Report.
And remember, your special report doesn’t have to be 10 or 20 pages long like some people insist. It can be one page or it can be 50. The point is that it has to convey valuable information your prospects will appreciate you sharing with them.
It has to give them what they need, want, or desire, and position you as the only logical choice for delivering that solution.
Now, that’s how you get started. But here are some other helpful tips to help you get the maximum benefit out of your special report:
When someone requests your Free Special Report make certain you send it within 48 HOURS. Strike while the iron is hot, not after their interest has cooled or they’ve found another solution.
Before you mail the special report, call the prospect and use a script. Something like this is all you need: “Hello Mr. Smith, it’s (your name here) from (your company name here). You requested our Free Special Report and I’m just calling to verify your name and address so we can send it right out to you today. By the way are there any questions you might have regarding ___________?”
Or, if you don’t want to do that, try calling the prospect 4 days after you’ve mailed the Free Special Report to confirm the prospect has received it and to answer any questions.
Next, send a second report 4 to 7 days after the first report. The second report is the same as the first report with a different opening paragraph. You might also make reference to the fact that this is a follow-up.
Then, approximately 4 to 7 days after sending the second report, send the third report, which is exactly the same as the second report, which was exactly the same as the first report. Again, all you have altered is the first paragraph. And you want to reference the fact that this is a follow-up to the follow-up, in a nice way of course.
Continue to mix your campaign up by sending a Postcard, Newsletter, Voice Broadcast, Fax, etc. highlighting a different benefit from your report each time over the next 60 days. You should be sending about 4-6 pieces each of those two months. Then drop down to approximately twice a month for the next year.
If this sounds simple, it is. There is some effort at the front end building the report and the changes to the opening paragraph for your Marketing Campaign. But, once it’s down it is ever-greened. That means you continue to use it with changes only required when you change something in the product or service you are selling. You get a lot of return on this investment.
To learn more about how proven marketing tools and strategies can help you turn your prospects into profits, go to www.YourMarketingRobot.com
Or, to see more information about our complete membership system, go to www.ProspectsToProfits.net or give one or our reps a call at 1-800-858-8889.
Today I’ve shown you how to create your Special Report. Next we are going to examine how you can “Get It Read” so stay tuned.