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All right let's talk about Step 2 in the process-developing content that both builds credibility and makes your reader hungry to learn more.

As you might guess the format and content of the report will largely follow the title that you selected.

If the title is 7 Mistakes That HR Executives Make When Recruiting Senior Executives then the content of the report is pretty well defined.

Writing a report based on the title you selected may appear to be a novel way to develop content but it's the quickest way I know of to get your report up and running. Remember, that you'll want to produce this as a PDF document (and I'll talk more about that in a moment) so if you want to change things down the road-that shouldn't be very difficult.

So step two in the process is to determine 3-5 points of interest for each of the 7 mistakes, 5 keys, 6 Ways etc that you came up with.

The quickest way to write an information report is to outline the points under each key area. I typically start with a bullet point outline and then flesh it out.

So for each major component in your title think about what are the relevant points of interest that a reader would want to know?

When I wrote Gentle Rain it's original title was 6 Steps For Creating A Flood Of New Clients. Then I simply bullet-pointed the steps, fleshed out each one, and voila, I was pretty much done.

So for example if you've got 7 mistakes, list them out in the beginning of the report. Then for each one briefly discuss what the mistake is. Share some insights into how others have avoided it or solved it. Humanize it by using examples and anecdotes about the mistakes. Which brings me to a very important point.

People love stories. People remember stories.

So for each mistake, tip, suggestion, whatever is on your list . . . create a brief story that illustrates it. Now I'll admit that storytelling is something of an art. While there are a number of people who are naturally good storytellers I do believe that it's a skill that can be learned. I also think that it's a crucial skill if you're going to get your free information report read and acted upon.

Let me interject here about length. Just how long does the report have to be? Actually it makes little difference as long as it's interesting. If you bore me . . . then one page is too much.

Most reports end up being between 5 and 7 pages. However, I've done one-page check lists that worked great, and on more than one occasion wrote a 150+ page book that did an outstanding job. So length is secondary. Just don't forget the cardinal rule-DO NOT BORE.

What I've found that if the reader finishes the piece and says to themselves "I've learned something I didn't know before." Or "That was interesting"--then you've accomplished the first part of your task.

However what we really want the reader to feel is satisfied but incomplete.

By this I mean that we want them to feel good about the time they invested in reading your special report, yet they still hunger for more. It should be a like a great book by a great author. You can't wait to read their next one. That's the feeling we want to have our readers feel when they put down our free report. Satisfied, yet still hungry for more.

To read the next article in this series, go here.