Why is nobody interested in our report?

If you have tried to generate publicity by launching a report recently, there’s a chance you did it all backwards.

Lemme guess: you had a bunch of numbers, you fashioned a newsworthy story out of them and THEN you thought about how to get it out there?

That seems like the intuitive approach, right?

The success rate is low and falling on this approach.

Why? Well, every agency and company is doing it, so you need to have something that stands out.

But you don't, because your research doesn't really address the needs of the audience. It's just about something someone in your company thought was interesting.

So what should you do instead?

You ask. The market research you do at the top might be more valuable than the promo you do once you have your 47-page PDF.

You’re connecting a narrative with a market. So before you engage the survey research company, you ask the audience what they want.

If you’re shooting for the business pages, ask an editor what crucial perspective they’re missing on your industry.

If you’re putting it on LinkedIn for a more specific audience, find out what bit of information they wish they had.

Then make your research about this specific question.

Make sense? If you want to talk about a better way of doing things, hit me up.