How To Write A Report

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The fundamentals of how to write a report as a part of your marketing strategy are similar to writing a series of articles on a single topic. The main difference is, with a report you can keep the steady flow of ideas sequenced as you intend them.

Articles tend to get scattered over the web and discovered by readers in various order. Though the points can still be gleaned easily enough, the thrust behind the message can get “watered down” when the reader is forced to jump around. Even if you number the articles as “Part one,”"Part two.” etc., there could be a time lapse between installments as the reader travels through cyberspace to find them.

But with a report, everything is encapsulated in one neat package and can be displayed in a web browser or PDF reader as a single unit. This makes it far easier to keep your readers on point, and bring them to a logical conclusion.

It also makes it a bit more difficult to master simply because you need to hold your readers’ attention longer.

So structure and style play an important role in writing an effective report. Balancing between being informative, logical, and interesting/entertaining is the key.

In researching your material, you’d want to look for points that are valid and up to date. The fastest way to lose a reader’s interest is to rehash old information that’s already common knowledge.

You’ll also want to research counterpoints to yours so you can disarm those who would disagree with your conclusions. This is also great for dispelling questions that may arise in your readers’ mind as they consider your points. Leaving “no stone unturned” in your material is essential to solidifying agreement and potential sales from your later recommendations.

Once you have enough information gleaned from your research, you then want to put things into a logical order.

Naturally the most logical order would be the “problem to solution” sequence where you’d list all the things your solution will address and then finish off with your argument for your position.

Through your research, you should know what the problems are, and which of them plague the most people. This will give you the “listing” order that you’ll make in your opening presentation.

Now some report writers will list each point and provide the solution right after, but the most effective method is to list all the problems or counter points and then address them later on. This creates anticipation in your readers, and gets everything on the table at once so people know what your report will be about.

Once the anticipation is present, you can then begin tearing down the walls starting with the most prevalent issues first.

By attacking the biggest issues first, you set your readers’ mind at rest that you’re someone who’s willing and able to take on the big problems and lead them to a viable solution. Not to mention that it also shows you know what the problems are in the first place.

But knowing what you’re talking about is only half the battle. Next you need to convince your readers on the “why” they should read your material instead of just going off searching for answers on other peoples’ sites.

You’ve done the research, you’ve put things into a logical order. That’s good! But what will keep people reading your findings?

Style!

Information is information, but the way you present that information can bring it to life. Adding some emotion, empathy, excitement and even some humor can transform a bunch of words into a piece of art that readers will enjoy.

Remember, you have the solution so you can afford to “lighten things up” and present yourself as a friend with an answer.

Now emotion doesn’t mean “hype.” Keeping things friendly will get you more results than coming off as trying to sell something at the outset. Be yourself, give yourself and your readers will appreciate that you’re on their side. There’s no rule against being a little entertaining.

We’ve just touched on some of the points we’ll be addressing further. Hopefully you now have the basics of how to write a report and will continue reading as I add more content for you. My intent in this introduction was to “whet your whistle,” but there’s plenty more to come.