I recently read a book titled, “The Long Tail”, by Chris Anderson. In a nutshell it’s about the staggering amount of choices we now have with the internet and how there is a niche for just about everything imaginable, further adding to our confusion as consumers. It says that while we love having the variety, with the overwhelming amount of choices available, it makes it harder than ever for us to figure out which products to purchase, causing us to search for information to validate our decisions.

Enter Free Reports. A free report is a perfect way to give consumers the information they need to help them make those overwhelming decisions and eliminate any confusion that may be in the marketplace. Creating free reports about your products, services or industry will also help to attract the right prospects to you. Another advantage is that they position you as an expert or authority in your industry because of the valuable knowledge and expertise you are providing.

What should your free report look like? Well, first you will want to make sure it contains useful information presented in an interesting way. You might consider offering a “How to” type report. Don’t feel as though you are giving away your secrets and limit the information you provide. The information given should be a delicate balance, however. You want to give enough information to lead them to you but not necessarily fix all their problems so they don’t need you. The solutions you offer should be helpful but also get them moving in the right direction to take the next step with you and your company. Think of a free report this way. If you are able to help someone with valuable information you provide, you will build a relationship with them and they will seek you out when they finally come to the conclusion that they need your product or service. You will be an expert source they can rely on.

Your report should have a compelling title so you attract just the right people. If there are specific clients you are looking to attract make sure you state this in the title. Here are some examples to give you an idea. These are not as specific as they might be but should get you thinking.

For a plumberThe Top 6 Ways to Unfreeze Pipes

For a chiropractor5 Easy Ways to Eliminate Back Pain and Get a Good Night’s Sleep

For a sales consultant—The 10 Best Closing Techniques Guaranteed to Increase Sales

For an accountant—How to Reduce Your Property Taxes Legally

To create one for your business, think about the most commons problems your customers have or what kind of questions they ask you on a regular basis. Write them all down and determine which ones would be the most compelling to attract your perfect prospect.

Next week, we will talk about free reports a bit more and discuss where you can get the information for them and the best ways to use them.

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Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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