Jason Cornish was a habitually early riser. Because of this, the offices of Wakeman Industries were usually dark upon his arrival. Threading his way with the warren of cubicles, softly lit because of the morning sun, Jason stopped for a short moment outside his office. He’d left early the prior day-the unopened and unread mail still inside a put on the edge of his assistant’s desk. Using a sigh Jason found the bundle and started to evaluate it. Because the Vice President for RECRUITING for your $750 million diversified manufacturer, Jason appeared to be over the hit list for each and every consultant and headhunter in the eastern seaboard. It wasn’t he didn’t use their services, actually he was desperately looking for some specialized assistance, but finding the ideal advisor was quickly becoming much harder than he anticipated. A very important factor was certainly clear-he wasn’t likely to find what he needed from his existing network of contacts.
That track have been lapped multiple times. Thus, he’d put the term out three weeks hence he was available to studying new firms and experts. Since that time, the trickle of white papers and reports that found his desk had converted into a veritable tsunami. “The issue”, thought Jason, “was the mind-numbing boredom of sorting through all of this. Damn, can’t these consultants figure out how to write a thing that someone could actually desire to read? “Amazing”, reflected Jason, “could they get yourself a title that has been both more consulting-speak yet more boringly generic? There’s surely got to be considered a real art compared to that. Jason deposit the report which has a sigh and glanced with the pile before him. Something got his eye. Yes, it had been another white paper, but there is something relating to this that caused him to pause. Perhaps it had been the initial sentence. “Each of them look exactly the same if you ask me” thundered Mike Sullivan to his assistant, “How on the planet do they expect me to choose who to employ should they all sound, look and browse the same? ” Jason reached over and found the report.
Two follow-up surveys to individuals who had requested two different free report.
“Now that is different”, he thought, as he settled back his chair and begun to read. It’s estimated that significantly less than 10% of business books which are purchased are in fact ever read. If business books that someone actually pays money for are so seldom read, how small may be the readership of white papers and free reports? And much more importantly, how do we increase that percentage? To get a remedy we conducted an admittedly non-scientific study. Two follow-up surveys to individuals who had requested two different free report. Let’s observe how lots of the reports actually got read and when anyone remembers anything about them. Even though two companies that decided to take part in our non-scientific study offered different services, these were both in the recruiting consulting field. Off we visited see what we’re able to learn. In the initial study we enlisted the services of a call center and placed calls to 275 individuals who had requested our client’s free report. We reached 195. The others didn’t react to repeated voice mail messages although we stated the goal of the decision.
Despite positioning the decision as “research”, it’s fair to reckon that some percentage of these thought this is only a disguised sales page. On the 195 we talked with, a meager 23 said they had actually browse the report. Follow-up questions managed to get clear an additional 60% had began to browse the report, but quickly quit. That actually is an extremely significant statistic. The main topic of the report we were tracking discussed 7 mistakes that executives commonly made concerning a specific business problem. We asked the 23 who said they browse the are accountable to name 4 in the mistakes. Think about 2? One? With their credit 75% of these we spoke with could actually name one mistake. Admittedly several mistakes were somewhat “blinding grasps of the most obvious” so it’s hard to find out if they knew the solution due to reading the report, or whether it had been knowledge they already had. Still, given the quantity of work that company had placed into writing and producing the report, these results were sobering.