'Analyse It' Report Structure Unlocked

Template: 'Analyse It' Report Structure

Here's a useful report template that we often use for our campaigns. This structure is good for setting up a 'status quo', showing why it's flawed and suggesting a better way. Or for analysing the root causes of the pain points you solve and their impact.

  1. Front cover
  2. Quick company intro
    1. Keep your intro to two to three sentences max. You just need to provide some context for the information you're about to share.
    2. If you have some impressive client logos, include them as well. You want to feel like a credible authority straight-off-the-bat.
  3. Contents page
    1. Hyperlink the chapter headings so they can skip ahead if they want to.
  4. Introduction (read this if you’re unfamiliar with β€˜PASO’ structure used below)
    1. Pain - establish a problem that you know the reader has
    2. Agitate - dig into the pain using emotive language and show why it's worth solving
    3. Solution - tell them how you're going to solve their problem
    4. Outcome - describe the positive outcomes of your solution
  5. The status quo
    1. Establish the β€˜status quo’
      1. Include qual proof (like a quote from your customer research) and quant proof (stats)
      2. Be as vivid and descriptive as possible - you need the reader to identify with the situation you're describing
    2. Explain why the status quo happens
      1. Go back to the root cause of the problem to help the reader understand how they ended up here
    3. Explain why it’s flawed and the negative impacts on the reader
      1. Use the β€˜five whys’ to get to the core of the reader's pain
  6. Solution to customer pain point (don’t refer to the product - this is about sharing useful tips or insights that can solve the problem you’ve just outlined)
    1. Outline your solution to the status quo
    2. Explain why the solution works, including as much qual and quant proof as possible
    3. Proactively raise any questions or objections that readers may have and address them one at a time
      1. One-sided arguments aren't very persuasive - this is why journalists and lawyers β€˜steel man’ their arguments
  7. Case study
    1. Share an example of how your product has solved this same problem in the past using the solution you’ve just outlined. I like a simple four-step structure. Don't forget to include some glowing testimonials!
      1. Summary
      2. Problem
      3. Solution
      4. Results

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