Most companies try their best to grab the attention of their clients through flashy and memorable advertisements. They use every trick in the trade to make sure that customers are familiar with only their brand. It is felt that customer’s are not capable of making rational decisions and often purchase things on the basis of their ability to recollect a certain brand name.

This may be true for some fast moving consumer goods, but all purchases are not made in glitzy shopping malls and often purchasing done by hard-nosed professionals. These people can not be fooled by sales talk. Their buying decisions are a result of careful analysis of the market. Presenting a special report or a white paper is a great way to reach out to such a client.

Some people think that writing an ebook is a difficult task because it involves a great deal of research. Others try to impress the reader with facts and figures. These are myths. To write a killer business report, simply answer the following questions for your client:

1.    ’What is the problem?’ – Some people don’t know why they need your intervention. As an expert, you should help them to identify the problem. If they are not aware that they could be better off, your task will be to shake them out of this complacent state.

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2.    ’Where does it hurt?’ – Place yourself in the reader’s shoe and think of how the problem would affect the person. The easiest way to achieve this is to present the problem in terms of money. If you are addressing a group of professionals who are acting as agents of an organization, the figures will enable them to explain why they chose you over other service providers to their seniors.

3.    ’What do people usually do in such situations?’ – Once the reader accepts that a problem does exist, he will want to know the solution. Instead of simply asserting that you have the best solution, tell the reader what people generally do to solve the problem. This will convince the reader that you are aware of the different ways in which the problem can be tackled. This will also increase the credibility of the white paper because the reader will realize that it is not just a piece of promotional writing.

However, after you have listed the solutions, reveal the outcome of some real cases. Show that slapdash solutions do more harm in the long term.

4.    ’What can you do for your client?’ – You have to explain your solution to your clients. Tell them what has to be done, but not how it can be done. If they are interested in your solution, they will get in touch with you.

5.    ’What proof do you have?” – Do not give simply testimonials from your clients.  Share some case studies of clients you have worked for.

A well-written ebook is the easiest way to convince the client that you are serious about the products or services that you provide. Once you have won the trust of your client through the special report, it is only a matter of time before they come to you.