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Template: 'Prove It' Report Structure
This structure is good for sharing the results of original research that you've conducted. This research is often a survey focused on the causes of your pain points, how they negatively impact your customer and how to solve them.
- Front cover
- Quick company intro
- Keep your intro to two to three sentences max. You just need to provide some context for the information you're about to share.
- If you have some impressive client logos, include them as well. You want to feel like a credible authority straight-off-the-bat.
- Contents page
- Hyperlink the chapter headings so they can skip ahead if they want to.
- Introduction (read this if you’re unfamiliar with ‘PASO’ structure used below)
- Pain - establish a problem that you know the reader has
- Agitate - dig into the pain using emotive language and show why it's worth solving
- Solution - tell them how you're going to solve their problem
- Outcome - describe the positive outcomes of your solution
- The evidence
- Prove the pain point
- Share stats from your research that prove the problem is real, eg. '76% of marketers say the vast majority of their leads don't become customers'.
- Explain why it happens
- Share stats from your research that explain why the problem happens, eg. '82% of respondents said they believed the reason was that sales & marketing didn't have a joined-up process for generating and closing opportunities'.
- Prove the negative impacts on the customer
- Explain the negative impact on businesses. Try to focus on the business impact of the problem or the positive ROI of solving it. This will make the problem feel more urgent, eg. 'Marketers estimate that at least 43% of their marketing budget is wasted generating leads that have little likelihood of ever closing'.
- Solutions to customer pain point (don’t refer to the product - this is about sharing useful tips that can solve their problem)
- Outline your solution to the pain points that you've just proved exist
- Explain why the solution works, including as much qual and quant proof as possible, including stats from your own research if you have them
- Raise any questions or objections that readers may have and address them one at a time
- One-sided arguments aren't very persuasive - this is why journalists and lawyers ‘steel man’ their arguments
- Case study
- Share an example of how your product has solved this same problem in the past. I like a simple four-step structure. Don't forget to include some glowing testimonials!
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