Client Magnets Official Blog

When consumers read or skim through information in a free report, they are often thinking to themselves, “Why should I listen to this author?” With so many marketing messages thrown around, and with a wealth of free information being offered to consumers, many are now quicker to question the source of the information and whether it is credible before digesting or considering what the messages have to say. So, within your free report, you need to quickly answer the question of why the consumer should listen to you.  That way,  they will continue to read the valuable information you have included in your report.

Emphasize Current Results

If you have results from your current program, be sure to include them within your free report. Reference statistics, case studies and overall results on an annual basis when possible as they build credibility within the minds of the readers. If you have testimonials, include them in a conversational manner rather than a more traditional box format, as they are more likely to be read by consumers. Write them as if two people were having a discussion, almost like an interview.

If you don’t have current program results, you may be able to gain third party credibility if you know of individuals who currently use the techniques in which you teach. Mention their names and the techniques in which they utilize, tying them to the program you are offering. If you don’t have either, you will need to rely heavily on your past accomplishments to build credibility in the minds of the readers.

Emphasize your Past Accomplishments

Many people I work with often consider themselves a Catch-22 when it comes to marketing themselves as an expert, particularly if they are marketing a new product or service. You may think, “I don’t have a track record yet with this program, product or service, so how can I establish credibility?”  Ponder on what you have accomplished throughout your career. We have all started somewhere and achieved something.

For example, when I started out in my career cold calling, I didn’t yet have a great client list or a proven track record. But, I had done things previously as an employee in terms of cold calling. So, these were results that I had achieved personally. I had also done some training with teams when working with a former company. So, I spoke about both of these areas when speaking to these new prospects.

Within your free report, be sure to speak about your former accomplishments. Mention them not only early in the report to establish credibility early, but throughout the text where appropriate. You’ve got to use what you’ve got after all, to get where you want to go (generating a sale upon the reader’s completion of your free material)!