[Awesome Case Study] 1100% Return in 3 Easy Steps

Summary: If you've created a "special report" for lead generation, stay glued to the screen. In this article I'm going to show you a 3 step process I used to snag a client a 1,100% return on his marketing dollar. In other words... Whenever he spends $100 he gets $1,100 in return. It's like a license to print money. This particular client is in a highly competitive industry. The cost of traffic is sky high. And there are some sharp operators he's competing against. Yet this process thrives... and it does so in a big way. Once you see this process you'll be able to get awesome results, too. As far as I know I'm the only one in the world that applies this process. Why? Because I invented it. Nobody taught it to me. I didn't read it in a book somewhere. And it works like clockwork. You can apply it to ANY business or industry to get hot leads and customers. Just like I have dozens of times. Here's how it works... If you've studied direct response marketing for a while, you've probably been told that one of the best lead generation offers is a special report. The benefits of offering special reports are numerous: 1. They differentiate your business from your competition 2. They educate (and thus, are a great example of demonstration proof) 3. They're low risk for your prospect (and therefore lead to massive response) 4. They're cost effective to produce 5. They're ideal for establishing a relationship with your prospect Like I said earlier, I've crafted literally dozens of reports for clients in a variety of industries. And over the years I've designed a 3 step process to create really, REALLY hard hitting special reports that get prospects to take action. STEP #1: COLLECT AT LEAST 5 OF YOUR BEST CLIENT CASE STUDIES I'm not talking about testimonials. I'm talking about detail. Highly emotional, very specific case studies that paint word pictures in your prospect's mind. You see, most of my marketing colleagues lead with dry content when they create special reports for clients. Not me! I lead with the proof. And one of the strongest proof elements you can use is a client case study. So I get my clients to pull together 5 of their best as a starting point. STEP #2: WRAP A LESSON AROUND EACH CASE STUDY An example will suffice at this point... Let's say your core business is financial planning. And let's say one of your case studies talks about a client who saved a bucket load in tax because you set up a self managed super fund for him. So, first I'd tell the story. This is so this part of the report is engaging. And then, after I've told the story, I routinely connect it to a "takeaway". I might have the subhead "The Lesson You Must Know". At which point I educate the prospective client about what they need to know in relation to self managed super funds. Maybe I'll highlight the tax benefits. Or that you're never really too old to start stashing cash away into your super fund. Or that self-managed super funds afford investors great latitude in how they manage their financial affairs. Whatever. The point is... Once I have their attention with an engaging story, I demonstrate my client's knowledge and skill with awesome content. So, if my client gives me 5 awesome case studies (5 is my minimum), it means the reader is also exposed to 5 great content pieces, too. The format may go something like this... Tip #1: Secure Your Future With a Self-Managed Super Fund First I insert the client story, making sure it's highly emotional and engaging. Then I share content, making sure it's snappy... to the point and shares something that the reader hasn't heard before. Then I move onto the next tip. And the tip after that. All using the same basic structure. Until I have 5 tips that share a story and content. STEP #3: TITLE, TABLE OF CONTENTS, CLOSE AND SIDEBARS