An original promotional offer is the first step to a new client. Commercial offer for advertising

Jun 01

Good day, dear reader. How is your mood? If it's bad, don't read this post. Smile at yourself in the mirror, eat a cookie, go for a run, breathe fresh air. Hope you have more fun after that.

Then we start...

Advertising offer: what should it be

The copywriting market is quite saturated today. Every day there are more and more new authors who are trying to grab their piece of the pie. How to attract a customer? What should he offer to make cooperation long and fruitful?

You must surprise, constantly look for new methods of influence, offer bonuses. In a word, which you make to the client should be at least original and non-standard. A simple promise to do the job with high quality and on time today will not surprise anyone.

A moment of attention :)

Surely, you are interested in additional earnings on the Internet.
I offer tools that I have been using myself for several years:

Good promotional offer

I have already come across good, useful bonuses, interesting offers. First of all, it should be free. That is, you take a product, service, information and check it in practice. The best example I have come across is Artur Budovsky's free training. When you get all this information for free, when you get high-quality support, friendly relations, you have no doubts about buying paid products.

Marketing moves, advertising chips invented a lot. Their main goal is to attract a client, to sell a product or service. The end result will directly depend on which chip is used. Some advertising methods, on the contrary, can scare away the buyer. Advertising may seem intrusive, implausible, uninteresting.

life example

The other day I went to the post office to send test papers. There is an electronic queue: you take a ticket, you sit down, you wait. In general, sat down, called the girl to look the exact address uni, I forgot. I'm sitting, I'm bored. I notice an interesting picture: a lot of glossy magazines of various subjects are laid out on the table, a guy and a girl are standing. They offer visitors to subscribe to publications and receive a free bonus from a set of magazines. Didn't count how many copies. Offhand, magazines 10-12.

Do you think this action was a success? Of course it was! We all love free stuff, especially when there's a lot of it. The young man said that about 50 people signed up in a few hours. Not bad, right?

Bonus must be adequate

I don't really understand those online businessmen who offer a set of products worth the same amount as a bonus to a $200-$300 course. It turns out that the seller does not appreciate them at all? Bonuses must be adequate.

Filter training courses, look for something that will bring you real benefit. This product can be a good filter.

Have your say in the comments

How do you convince the client? What original methods, methods did you use in your practice? By the way, you can evaluate mine in the form of an author's book on copywriting. I do not promise mountains of gold, but you can earn good money by writing articles.

We continue the tradition with a cool video below the post: positive club music, an excellent bartender, the desire to light up the dance floor wakes up. In general, we enjoy :) By the way, such a bartender is an excellent advertisement for the club where he works.

Today, no introductions and preludes - just a dry squeeze on how to compose Commercial offer(kompred, KP). We will consider the main approaches and principles on illustrative examples. Also, just below I will provide templates and samples of the structure and text of a commercial offer with links so that you can download and adapt them to your needs. The purpose of this article is to teach you how to develop a CP that, firstly, will be read. And secondly, after reading which, they will respond and agree to the proposed deal. Ready? Then let's get started.

By the way, if it’s more convenient for you to watch the video, or time is short, then I briefly talk about creating a CP in the 18th lesson of the course “Copywriting from scratch in 30 days”, see:

What is a commercial offer

Commercial offer is a marketing tool that is sent to the addressee by regular or e-mail in order to get a response. A response is a transfer of a potential client to the next stage of communication (meeting, presentation or signing a contract). Depending on the type of CP, the particular tasks of the tool, as well as its volume and content, may differ.

Types of commercial offers

There are three types of compreds: cold, hot and public offer. The first two types are used in marketing and sales. The third is in jurisprudence.

1. “Cold” commercial offer

“Cold” commercial offers are sent to an unprepared client (“cold”). Basically, it's spam. As practice shows, people do not particularly like spam, but if they are interested in it, then ... this becomes an exception to the rule. For this type of CP to work, you need a quality target list (list of recipients). The "cleaner" this list, the higher the response. If the target list contains general addresses of the form [email protected], then the efficiency of the compressor is a priori reduced by 80-90%.

Let's take a piquant situation as an example. Suppose the head of the sales department of company N has a plan on fire. Less than two weeks before the report, he's tearing his hair out, unsure of what to do, and receives an email with something like this: "5 Ways to Achieve Your Monthly Sales Target in a Week." Tada-a-am! Here it is, saving the situation! And the person reads the main text, in which, among the ways, the service that we offer is hidden.

But this is only special case. The main task of a “cold” commercial proposal is to get the recipient to read it to the end. It is worth making a mistake - and the letter flies into the trash.

This is why there are three main discard risks to consider when designing a “cold” BC:

1. At the receiving stage. Gets attention. This can be the subject of the email if the offer is sent via e-mail, or a non-standard envelope with a color or form factor, if the delivery channel is physical, etc.
2. At the opening stage. It manages with an attractive offer (it is also called an “offer”), we will talk about it a little lower.
3. At the reading stage. Gets by using elements of persuasion and marketing chips. We will also talk about them below.

Please note: the volume of a “cold” commercial offer, as a rule, is 1-2 pages of printed text, no more. This is due to the fact that the recipient is not initially configured to read the CP, and even more so he will not read it if the volume exceeds 10-20 pages.

The main advantage of a “cold” commercial offer is its mass character, however, practice shows that when a CP is personalized, the response to it is an order of magnitude higher.

2. "Hot" commercial offer

Unlike the “cold” counterparts, the “hot” commercial offer is sent to a prepared client (a person who himself requested a quotation or who was previously contacted by the manager).

“Hot” CPs differ from “cold” ones both in volume (which can be 10-15 pages or slides) and in the approach to compilation. More than that, they give a person the information of interest for making a decision (price, availability, conditions, etc.). IN Lately especially popular are “hot” commercial offers, designed in the form PowerPoint presentations or translated from PowerPoint to PDF format.

Read more about hot compreds in.

3. Offer

This is a special type of compreds made in the form of a public contract that does not require signing. It is used on the websites of various SaaS services or in online stores. As soon as a person fulfills the terms of the contract (for example, registers on the site), he automatically accepts the terms of the offer.

Quotation offer

Not to be confused with offer. This is completely different. To make a truly powerful commercial offer, you will need a killer offer - the "heart" of your offer (English offer - to offer). This is the point. In other words, a clear statement of what exactly you are offering. In this case, it is desirable to indicate the essence at the very beginning (this especially applies to “cold” CPs).

Please note: the offer is ALWAYS aimed at the benefit for the reader, and not at the goods or services! The easiest way is to make it according to the formula: we offer you (benefit) at the expense (product)

Every day I come across commercial offers whose authors step on the same rake again and again (do not repeat!):

• We offer office furniture
• We invite you to attend a seminar
• We invite you to order website promotion from us
• We offer you to wash your floors

And so on... This is a gross mistake. Look around: competitors offer the same. But most importantly, there is no benefit for the recipient here. Absolutely none. What will he get from this? What benefits will it get?

At the same time, these sentences can be flipped, made more personal and reader-oriented. For example:

• I suggest you save up to $5,000 on furnishing your office with chic European furniture.
• I suggest that you increase your company's turnover by 20-70% thanks to the information you will receive at the seminar.
• I suggest you attract hundreds of new potential customers at a price of 1.5 rubles per person.
• I suggest that you reduce the incidence of colds in your employees (and the number of sick days, respectively) through daily wet cleaning.

You got the idea. The main thing is to convey to the recipient the benefits that you offer him, and already goods and services are a way to get this benefit. More about the offer - in.

In its structure, a commercial offer is somewhat reminiscent of a selling text. And this is natural, since the CP is a special case of a commercial text. But there is one element that makes compreds stand out from the mass of other tools. This is an offer. However, let's talk about everything in order.

0. Footer

The footer most often contains a logo (so that the CP is identified with a specific company) and contact details with a mini-call. This is done to save time and space. One has only to look at the top of the document - he already knows what it is about and how to contact you. Very comfortably. The size of the footer, as a rule, does not exceed 2 cm. After all, for a cold A4 compress, every centimeter counts. See how I would put together a sales pitch for, say, my blog. In this case, I'm selling content in exchange for readers' time.

1. Title of commercial offer

Vital element. Especially for a “cold” gearbox. His task is to attract attention and immediately catch the benefit.

Note: When we are talking about the “cold” commercial, the heading “Commercial offer” is not the best option. If only because it is not informative, takes up space and is no different from dozens of others sent by your competitors. In addition, if a person does not expect letters from you and receives something so abstract, he reflexively makes several clicks: “highlight” and “spam”.

At the same time, for a “hot” commercial offer, such a heading is more than appropriate if the company name is indicated next.

In my practice, headings (not to be confused with the subject of a cover letter!) work best using the 4U formula. I talk about them in detail. In today's sales pitch test case, the title is a combination of a title and a subtitle.

Lead (first paragraph)

The main task of a lead is to arouse interest in what you are saying. Otherwise, people just won't listen to you. Well, or if literally, then read your commercial offer. The lead always talks about what is important to the client. There are four approaches for this:

1. From a problem (most often)
2. From the solution (if there is no problem as such)
3. From objections (if relevant)
4. Emotions (very rare)

In my sample, I used the "from the problem" approach, take a look. Below I will show a few more samples with different approaches.

3. Offer

I have already talked about creating an offer a little higher. The offer should interest the recipient in the benefit so that he continues reading your commercial offer. Practice shows that if the offer is not interesting to the reader, the CP goes straight to the ballot box (the second wave of ejection).

For an offer, you can use either a general formula with a profit, or the so-called amplifier link:

• Product + product at a bargain price
• Product + service
• Product + gift, etc.

At the end of the offer, I recommend making a graphic anchor (if space permits). It thins out the text mass and adds "air". In addition, it makes your commercial offer easy to scan. See what offer and graphic anchor I made in the sample offer for my blog. In your CP, you can use as an anchor the visualization of the supplied goods or the main directions of services, plus prices (if they are competitive for you).

4. Benefits for the client

The next block is the benefits blog. In other words, this is a transfer that a person receives when he agrees to your commercial offer. It is important to be able to distinguish benefits from properties and characteristics. I wrote more in .

For example, in a sample CV for my blog readers, I can list the following benefits. Please note that the benefit block has a subtitle that is always directed towards the reader.

5. Handling objections

It is not always possible to insert all objection handlers into a quotation. But even so, the main ones can be closed by simply answering the questions: “Who are you?”, “Why can you be trusted?”, “Who already uses your services?”, “Geography of presence”, etc. Take a look at my sample CP for a blog. I handle the objection by answering the question "Who is the author, and can he be trusted?".

Blocks with social proof or authority triggers are often used as objection handlers. Finally, another powerful persuasion technique in commercial proposals is warranties. At the same time, guarantees can be both expected (12 months for office equipment) and unexpected (if something breaks down, the company repairs it at its own expense, and provides a similar model of equipment for the duration of the repair).

To inspire even more trust, tell us about your company, without unnecessary praises - specifically and to the point. Only facts.

6. Call to action

Another essential attribute of a good commercial offer is an appeal. At the same time, there should be only one call (calling for one specific action): most often it is a call, but there may also be an application on the site or a visit to the sales department. Maximum - to the alternative: call or send Email.

Note: the call should be a strong verb, so the response will be higher.

Compare:

• Call me (strong verb)
• You can call (weak verb, the effect will be lower)

And one more important point. You will be surprised, but sometimes people who develop commercial proposals forget to include contact information in them. It turns out a comical situation: the recipient of the CP wants to order a product or service, but physically cannot do this, because he does not know where to contact him.

In my sample, I put the call in the footer.

7. Postscript

The final, and at the same time one of the most important elements of all “killer” commercial offers, is a postscript (P.S.). At correct use the postscript becomes a very powerful motivating lever. Practice shows that people read postscripts most often (after the captions under the pictures). That is why, if you want to strengthen your commercial offer, then the cherished letters P.S. desirable to adopt.

In addition, a restriction (deadline) can be inserted into the postscript. This point of structure is missed by many. And if in the case of sending a “hot” commercial offer, the manager can call and remind about himself, then in the case of a “cold” commercial proposal, the absence of a restriction can deprive the company of more than half of the responses.

You can limit either in the context of time or in the context of the quantity of goods. For example:

• There are only 5 fax machines left.
• The offer is valid only until August 31, from September 1 the price will increase by 2 times.

It is worth mentioning that if you make a restriction, then you must fulfill your promises. And not like you promise to double the price tomorrow, but the next day you don’t do it, but promise the same thing.

Ready sample commercial offer

If we connect all the blocks, we will get such a sample of a commercial offer. He is universal. I adapted it for the sale of various goods and services: from logistics to rolled metal. Somewhere he worked better, somewhere worse. But everywhere he justified himself and paid off. The only thing to remember is the cleanliness of the target list.

Another one forte this sample is easy to scan. A person understands what we offer him in a matter of seconds.

You can download this sample to your Google Drive from this link to adapt it to your task. There you can also save it in RTF, MS Word or PDF formats. The compilation algorithm is slightly lower.

How to write a commercial offer (algorithm)

In order to properly prepare a commercial offer, you need to:

Step 1: Take as a basis the sample from the link above.

Step 2: Replace the logo, call and contacts with your own.

Step 3: develop a heading according to the 4U formula.

Step 4: Describe the client's real "pain" in the first paragraph.

Step 5: Make an offer with a solution for "pain".

Step 6: Make a graphic separator.

Step 7: Describe the additional benefits of your offer.

Step 8: Remove key objections or briefly describe yourself.

Step 9: Make a call to action, write P.S. with a deadline.

Other samples of commercial proposals

According to the above structure, it is possible to compose purely textual compreds. Let's look at sample commercial proposals for the supply of goods and transport services. Despite the fact that they do not have graphic separators, the order of the blocks in them is identical. Notice the "If you already have a supplier" objection handler. This technique is called psychological adjustment and is described in detail in Susan Weinschenk's book Laws of Influence.

a) Sample commercial offer for transport services

Evgeny Malyar

# Business nuances

Features of the offer advertising agency is that it can unambiguously judge the quality of the proposed product. Any product can be more necessary and useful than it seems from the description. Or, on the contrary, the consumer is sometimes convinced that he was “led” to beautiful picture and cleverly composed accompanying text, but in fact the merits of his purchase are somewhat exaggerated.

The article is devoted to a commercial offer. It is addressed to both representatives of advertising agencies and their potential clients.

Principles of drawing up a commercial offer

Any offer of a product or service is made according to certain rules. It necessarily contains an offer, a deadline (deadline) and should encourage action. What do these components mean in relation to "advertising advertising"?

Offer."Stanovoi Ridge" proposals. This part reveals the benefits that a potential client will receive by ordering a service. Under no circumstances may advertising space, billboard space, airtime, internet banners or other media of promotional information be offered under this clause. The consumer is interested in the growth of sales of his product, and nothing more. It must be offered.

Deadline. This is the "shelf life" of the commercial offer. The deadline is needed so that the potential customer understands its exceptional profitability and timeliness.

Call to action. It follows logically from the first two points. Having learned about the exceptional utility of the offer and its limited time, the person interested in advertising should ideally be tempted to make a deal. Many agency managers mistakenly believe that at this stage it is necessary to sign a contract "hot" and accompany commercial letter contract form. No, the action should be as simple as possible - for example, a phone call to the agency. The less worries the client expects, the higher the likelihood of an effective response.

Example: Art Studio "First Media Agency" offers an effective advertising campaign to attract thousands of new customers.
To familiarize consumers with your products, our company uses stands installed in supermarkets and shopping and entertainment centers in our city. Each of the five hundred thousand daily shoppers will know about you, and many will become buyers of your products. Additional types of notification are possible: distribution of flyers or promotions.
Discounted rates are valid until the New Year. If you are interested, call our leading specialist, project manager Ekaterina Udaltsova by phone (numbers follow).

Download all samples

Common Mistakes

Verbosity. Previously, relatively recently, it was believed that two or three pages of typed text was a normal format. Time is too precious these days to waste reading someone's lengthy discourses. "Water" is not necessary, but a little "air" does not hurt. All words that can be dispensed with must be ruthlessly removed.

Self-praise. You can write about your successes (if any), but unobtrusively. A list of the most famous client firms (not even all of them, but only the largest ones that are on everyone's lips) can serve as a means of self-advertising. In everything else - restrained and solid modesty.

No difference between "cold" and "hot". If a “hot” offer is sent after preliminary contact and it is already clear what type of advertising a prospective client is interested in, then everything else should be excluded from the text, focusing on the specifics. A “cold” CP is sent almost blindly and assumes only the possibility of establishing contact.

How to write a commercial proposal for outdoor advertising

The specificity of street and road media is that it is very difficult to describe the effect of their use in words, and it is even more difficult to give numbers.

The famous advertising theorist and practitioner David Ogilvie, who is considered by many experts as a genius, publicly declared himself a staunch enemy of billboards. He believed that a person passing in a car (a passenger, there was no question of a driver) manages to read a maximum of six words, and they are clearly not enough.

However, outdoor advertising exists, and agencies sell it. Photographs of samples with bright images and witty captions (slogans) can serve as a means of persuasion in this case. Text - a minimum, only the addresses of the installation of shields. This applies to the offer, but in terms of deadline and call to action, the requirements are common. The more creative the advertisement, the more likely it is to arouse the interest of a potential client.

Proposal for press advertising

Paper periodicals, despite the spread of the Internet, have not lost their relevance. All the same rules apply to advertising in a newspaper or magazine, but the emphasis is shifted towards objective indicators expressed in numbers.

Firstly, this is the circulation, and the higher it is, the more attractive the offer. Secondly, rates. As attracting factors, you can use the possibility of weekly or monthly payments (depending on the periodicity of the publication and its conditions). Also important role plays the argument of "unit costs" per unique reader (for example, 10 thousand rubles divided by twenty thousand copies - only 50 kopecks for everyone who learns about your company).

The target audience is also very important. Magazines are glossy (they can advertise luxury goods) or specialized (everything is clear here). For example, some readers of the magazine " food industry» advertisements for the sale of equipment for bakeries or meat processing plants will certainly arouse interest.

conclusions

The scheme for compiling a commercial offer is general, but this does not mean that they should be standard. On the contrary, what is written according to the samples, the recipients most often simply delete without reading.

A commercial offer is one of the main ways to start communication with a potential client. The success of the sale of a product or service largely depends on how well and professionally it is compiled. Any commercial offer consists of the following sections:

The logo or emblem of the company that offers the product or service. A commercial offer must be drawn up on a letterhead using the corporate style of the organization. This is an indicator of the level and seriousness of the business organization of the supplier company. Description of the product or service. In this section, it is necessary to disclose what, in fact, is proposed to be purchased or what is proposed to be used. Advertising services and terms of cooperation. Here you should indicate the advantages of the product or service, justify the reasons why the client is recommended to purchase the product or service, describe how they are better than their counterparts from competitors. Advantages of the company. In this section, the advantages of the company are revealed, its experience is described, the implementation of successful projects, and so on. Contact information - after reading the commercial offer, it should be clear to a potential client who, by what phone or email address to contact. Signature of a company representative.

Commercial offers can be classified according to several criteria. So, depending on the quality of contact with a potential client, commercial offers are “cold” or “hot”. "Cold" offers, as a rule, do not have an addressee and as their goal are informing the target audience about the capabilities of the product. Such an offer does not take into account the specifics of the potential client's business and is typical. A "hot" offer, as a rule, is sent after a meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a particular potential buyer. aim of this type proposals is the transition to negotiations on the terms of cooperation and the conclusion of an agreement. Also, there are such types of proposals as presentation (giving a general idea of ​​the company's products), promotional (invites to participate in a marketing campaign), congratulatory, gratitude (contain unique conditions in honor of a holiday or in gratitude for long-term cooperation), or an invitation (it contains an invitation to participate in an event).

When compiling a proposal, it is necessary to clearly understand and highlight the problems that the target audience has. A commercial offer can be considered successful or correctly drafted if, thanks to it, it was possible to convince the recipient that he needs the proposed product or service. For a commercial proposal to be successful, it is recommended that it meet certain requirements. First, it must be free of grammatical and spelling errors. For writing it is useful to use professional text editors. They automatically check spelling and highlight words or parts of a sentence that are recommended to be changed. In addition, in modern text editors, there are special templates that can be used to design a commercial offer. Because the main task Since such a document is to attract attention, it is allowed to use various infographics, drawings, diagrams, diagrams and similar illustrative materials in it, which facilitates the perception of the proposal and increases the likelihood of its acceptance. The color scheme used in the design of the document also plays an important role. Firstly, the colors should match the corporate identity of the company, and, secondly, they should not be defiant or too calm. Do not make black and white documents either. They look outdated and won't grab the reader's attention (except for those who value content over form, but those are becoming rarer). It should be remembered that at present, a large flow of information falls on each person every day, so it is very difficult to process it. It is for this reason that the necessary data is packaged in graphic materials. The quality of the paper on which the commercial offer is printed is also of great importance. It must demonstrate the solidity of the company that manufactured and delivered it. A pleasant feeling in the hands will automatically add to the attractiveness of the sentence and increase the likelihood of reading it to the end. The quotation must be delivered either by e-mail or in person. Moreover, the second method is much more preferable. Indeed, in the first case, there is a high probability that the letter will be deleted without being read as spam. And with personal delivery, there is a chance to personally talk with the recipient and convince him of the usefulness of the product or service.

Ready-made commercial offer samples

Quote Templates in Word

How to create a commercial offer

Write a commercial offer for the sale and supply of goods

Commercial offer for cooperation in business

Make a commercial offer from a construction company

Features of the offer of accounting, legal and consulting services

High probability of a positive resolution of the client’s dispute in the courts (for example, by demonstrating their success in such cases); Saving the client’s costs on full-time staff by transferring some of the functions to outsourcing; Full support of the client’s activities, solving all his problems in a certain area, so that he only the main activity; Offering various bonuses that competitors do not have (advice on a number of issues for free).

Advertising agency business proposal

Common mistakes when writing text for business proposals

The history of the company describes how the company's path began, how it developed, and so on, but this is not at all interesting to a potential buyer of products. It only takes his time, which means it annoys him and worsens the perception of the proposal. The history of the leader, the reasons why he came to this business, that he is an expert in this or that activity, is indicated by his achievements and awards. It is also not interesting to a potential buyer and worsens the impression of the offer. A description of the production technology to convince that the product is really of high quality and has the declared characteristics. But it must be borne in mind that the buyer is not a specialist in the production of products. He needs to understand that the product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite enough. Indication of irrelevant customer needs. When compiling a commercial proposal, it is important to clearly study the representatives of the target group and formulate the need that they want to satisfy with the help of a product or service. If there is no such information, there is a high probability that the commercial offer will go into emptiness. The buyer will not find answers to his questions in it and will not purchase the goods.

How to effectively complete a business proposal

Information that the quantity of goods or services offered under the terms of this commercial offer is limited; Bonus offer - free sample, opportunity to test the product or service, product availability, discount on current or next purchase; Description of the buyer's personal interest (what he will receive, what savings will be achieved, what needs will be satisfied, and so on); Information about the attractiveness of a product or service (the availability of a guarantee, special conditions delivery, quality service).

If the commercial offer contains more than one page, or it is accompanied by various Additional materials(for example, pricing tables, price lists with the entire range of goods, a schedule for marketing promotions, conferences or exhibitions), then a cover letter should be sent with it. It contains in a very concise form the main conditions and the essence of the offer. First of all, the cover letter should contain a greeting to the addressee, preferably by name and patronymic (address address attracts much more attention than typical greeting formulas). Next, you should introduce yourself and name your position in the company to make it clear what the issue is. In the case of preliminary meetings, it is recommended to remind the recipient of the letter about this. In the main body of the letter, it is necessary to inform the potential client about the goods or services offered by the company, as well as about the benefits that cooperation can bring. This must be done briefly so as not to repeat the commercial offer, but at the same time, after reading the paragraph with the benefits, the potential consumer should have questions and a desire to find answers to them in the commercial offer itself. This will encourage him to read the document more carefully. Next, list the documents that are attached to the letter. Firstly, this is a document flow norm, and, secondly, it will allow the addressee to quickly find out which documents to pay attention to in the first place in order to make a decision. At the end of the letter, you should thank the recipient for their attention and call for action (call the company , ask questions by e-mail, and so on). Rules, completion cover letters are identical to the recommendations regarding the final phrase of a commercial proposal. Thus, writing a commercial proposal is a completely technological process. If you follow all the recommendations, then it will be successful and lead to transactions. However, each compiler must develop his own unique style and way of forming a proposal. This greatly improves the efficiency of his work.

Hello, friends!

At one time, when I was running around the city a la “Hello! Canadian wholesale company ... "and was engaged in attracting customers, I had to draw up a large number of different offers.

Today, I am already writing such presentation letters on a professional basis.

And I noticed that the vast majority of commercial offers have a low response.

As a conclusion, their fate is a wastebasket.

Yes, yes, what did you think?

Therefore, writing such promotional texts is a very delicate art that requires certain experience and knowledge.

THOUGHT #1 - Respect your prospect

Where does writing almost every commercial proposal begin?

From filling in the upper right corner of the sheet, where data is usually written to whom exactly this document is intended.

Remember, each commercial offer must be nominal.

The standard known to all:

Director

Phantom LLC

Mr. Ivanov I.I.

Now let's go through each line.

First, before sending a commercial offer, you should make sure that correct name addressee position.

Not everyone is a "director" though. It can be "chairman of the board", "head of the supervisory board", "president", etc. Yes, and the "director" can also be general, financial, technical, or, for example, "marketing director" - you must clearly know the title of the position.

If this seems difficult for you (you don’t know the exact title of the position of the first person) - you can use a democratic approach - indicate the word “leader”.

The second is the form of ownership and the name of the enterprise. You must be sure that this is exactly “LLC”, because it can also be OJSC, CJSC, AOOT, CJSC, PE, etc.

The name is the official name of the enterprise. If you make some mistake or blot - the letter can immediately fly to the trash, remaining unread.

The third is the surname, name and patronymic of the head. Here, too, you cannot be mistaken - you should be sure that the data you specified coincide with reality.

Do not forget that there are very complex surnames, as well as those that are not initially inclined.

If you have any doubts, it is better to clarify all these data. It is very simple to do this - just one call to the secretary, who will tell you everything.

And if you see that your request is being ignored (there are also specially trained secretaries who initially protect their boss from such letters), you can call and introduce yourself as an employee of some authoritative structure (yes, this is a creative deception, but you need this data) .

For example, secretaries willingly give such data to representatives of reputable media. Guess why?

“What kind of firms are these, if they don’t even know my name?” - many recipients of such letters will think so. And... They will be right.

The next point - you should not put "________", but then add it with a pen, otherwise you may get the impression that our recipient is "one of ...", that is, there is another mass mailing in front of him.

Practice shows that managers are not very good at such things.

I hope now you understand the importance of such seemingly banal things.

THOUGHT No. 2 - “Dear Ivan Ivanovich!”

I’ll make a reservation right away, it’s hard to call this a mistake, but still, I want to pay attention to this moment in the preparation of commercial offers.

Agree that almost all proposals contain this presentation element. Which, in principle, is correct, it is inherent in polite people to greet each other.

But ... The word "Dear" personally I'm fed up with. It is written in 90% of all presentation letters.

As a conclusion, it is not unique and will not attract the attention of our Ivan Ivanovich. He will let him pass.

If you know, you and I have no more than 8 seconds to attract the attention of the addressee and "force" him to read the entire sentence.

This is the truth. If we are not interested, then they will not read it - accordingly, our efforts have gone down the drain.

I noticed such a detail - when I began to use in commercial offers instead of "dear" - the tender word "dear". Their response has increased.

"Dear Ivan Ivanovich!"

First of all, units write like that. Further - such an approach will 100% attract attention and push the head to read. After all, the word “dear” is, although less official, but pleasant and immediately switches the subconscious to a deeper interest.

If you received 2 commercial offers: in one - “respected”, and in the other - “expensive” - which of these options would be more pleasant for you personally?

Think again, maybe it makes sense to use other words besides "dear"?

Personally, I have 2 other words, but I will not talk about them. Everyone has their own secrets.

THOUGHT No. 3 - initially put yourself with the client "on an equal footing"

On this point, I have several disagreements with other copywriters. But I want to express my opinion here, because I am sure of its relevance and maturity.

Because I have something to back it up in practice.

Often commercial offers begin in the style: “Allow us to offer you…”

I think that such a formulation puts you at a disadvantage from the very beginning.

You are already asking.

Agree that business is not an exchange of charity. The key to successful cooperation is partnership. That is - cooperation "on an equal footing".

The client has a need for a service (even if he does not understand it yet), but you can provide it. Why should you ask him about it?

Your task is to show the client how cooperation with you will be beneficial for him. If it succeeds, the client is yours. If not - your competitor (more nimble).

THOUGHT #4 - the need for a headline

We return to the thought that we voiced a little earlier. We have no more than 8 seconds to attract the attention of the addressee.

The main task is for him to distinguish our commercial offer from that endless stream that falls on him every day.

Do not forget that besides you there are still thousands who want to cooperate with our Ivan Ivanovich. And not only in your field of activity.

Therefore, we must stand out.

The most proven tool to attract attention and create intrigue is an alluring headline.

Imagine a director who took your commercial offer in his hands - in order for him to read it, he must immediately convince himself that he will be interested in it ...

How else? Busy people don't have time to read unnecessary junk information. Excuse me for being so direct.

Let's say we want to send a commercial offer from an IT telephony company.

"Dear Ivan Ivanovich!

How is it that you are still overpaying for telephone communications hundreds of dollars?"

Do you think he will want to know the answer to this question? Of course - no businessman likes waste. And he is always interested in optimizing his costs.

“Dear Ivan Ivanovich!

Do you know that starting tomorrow you will be able to save at least $300 monthly?”

There is one detail here - the title should be really attractive and effective. Composing such verbal constructions is a separate art.

But, I'll give you one hint - the title should contain the main benefit of your commercial offer.

Our manager should immediately understand what reading your presentation letter will give him.

THOUGHT #5 - Write about the client, not about yourself

I often see before my eyes commercial proposals in which one gross mistake is made: the presentation is carried out in the style of “we”.

In it, the company praises its services in every possible way, talks about its great experience, talks about a team of professional workers, lists its services (which are necessarily of high quality), and certainly guarantees an individual approach to each client.

My friends, don't be so banal.

If you want your commercial offer to stand out, you need to go in a completely different way.

Yes, I agree, picking up such a letter, the client may not know anything about you. And you want to fill this gap.

Why are you sending a commercial offer in the first place?

Not just to talk about yourself and your company. You want to attract this client, sell him your product or convince him to use your services.

So forget about using "we" and focus on using "you":

• You'll get…
• You will save…
• You can…
• You protect yourself...
• You will feel...etc.

You need to show how your offer will be FAVORABLE for him!

THOUGHT #6 - Talk about benefits, not advantages

First, second, third...

And what do we usually read?

• A wide range of services.
• Rich experience in the market.
• Loyal pricing policy.
• Flexible system of discounts.
• Prompt resolution of issues, etc.

The most interesting thing is that such advantages are found practically in every commercial proposal.

As a conclusion - you have not stood out. Yes, and what did you do? They just listed the benefits without showing the benefits.

What is the difference between advantages and benefits?

An advantage is what sets your product apart from others.

The benefit is what the customer will get from using your product.

If you are talking about a rich experience in the market - think about how it will benefit your client?

For example: "You can entrust us with even the most non-standard situations and be sure of their positive resolution."

Noticed the difference? Move in this direction, and you will definitely know what success is.

THOUGHT No. 7 - make new commercial proposals for different business areas.

When forming any proposal, it is important to clearly understand the existing needs of each representative of the potential target audience.

For example, commercial banks.

Construction companies are interested in some services, transport companies in others, and budget organizations- Thirdly.

Large companies decide on cooperation, guided by some criteria, and small ones - completely different.

Why would all these companies send the same standard commercial proposal?

By this you just show your unprofessionalism.

The ability to understand the needs of a particular group of customers is an important way to win their hearts.

Therefore, your asset should have several commercial proposals drawn up for each individual business area.

Most perfect option- to segment the client mass and identify exactly those areas of business to which it is advisable to offer your products.

Yes, they can duplicate each other in many moments. It's clear. Just not 100% though.

If you yourself cannot formulate a portrait of your potential client, you will never be able to attract him.

THOUGHT #8 - Don't clutter up the offer with all your services.

Very often in commercial offers there is a banal enumeration of all kinds of services (even those that the company is going to provide only in the future - if there is a client).

The correctness of this approach is highly questionable.

The most ideal option is to “sell” in a commercial offer a specific service or several related ones.

Because it's easier to "hook" the client. You will have more space for maneuvers to focus on persuading all the benefits of a particular service.

Once I held in my hands a commercial proposal consisting of 7 pages. In it, the company offered my organization a really large list of services.

The whole “juice” is that only 2 of them were really interesting to us. We don’t need everything else at all. Moreover, this could have been guessed from the very beginning.

We immediately realized that we were under the direct mail and they offer us everything that is possible ...

Do you know what was the fate of such a commercial offer? It was torn up and thrown into the trash can.

The sender immediately lost his potential client.

The optimal size option is 1 page of an A4 sheet. Maximum - 2 pages. No one will read further.

That is why you should fit all your arguments in this one page.

THOUGHT #9 - Use facts and concrete calculations whenever possible.

They say numbers speak better than words.

Which sounds more convincing:

"Years of experience" or "We have been on the market for 12 years"?

"A large number of clients" or “There are 245 companies among our clients”.

By the way, there is another reinforcing tactical advertising move that began to be used several years ago. For example, the phrase “We started advertising the services of our clients in the last century”.

Let's say your company has been on the market since 1998. And in the yard - 2002, that is, you are 4 years old. turnover « last century» in this case, it was very successfully perceived by customers and beautifully smoothes out relatively little work experience.

But this is more of a psychology that comes with experience, as well as experience, and is far from always appropriate.

Try to be specific. If you tell the client that your offer can save him money - attach a specific calculation with an example.

If you offer him the possibility of additional income - do the same - attach the calculations.

In this case, these numbers will enhance the effect of the offer itself and “sell” your service better than any words.

THOUGHT #10 - Pay due attention to the design

What does your potential client do when holding a commercial offer?

He READS it.

Therefore, if you simplify the reading process for him, he will absorb all the information with great attention and pass it through himself.

• Forget about using long sentences.
• You will start practicing small paragraphs (for example, as in this article).
• Start separating paragraphs from each other with spaces.
• You will prefer bulleted lists (for example, this list).

Additionally, use highlights important points in the text. These can be underlining, larger font, bold or color, etc.

And one more thing - a commercial offer, beautifully designed in color, will have more chances.

For example, pick up a beautiful colored business card and an ordinary black and white - which one do you like more?

Therefore, send your customers a commercial offer in color.

Firstly, it is pleasant to hold it in hands.

Third, it's a pity to throw it away.

Moreover, it is not so expensive to disdain in this way of registration.

Although this is the existing standard, it is still able to work wonders. And does it.

So, the logical structure of the commercial proposal:

1. Intrigue.

2. Formulation of the existing problem.

3. Proposal of a specific solution to an existing problem.

4. Tangible benefits.

5. Reasoning for tangible benefits.

6. Price formulation.

7. Price argumentation.

8. Contact details.

In one case or another, a number of items can be removed or swapped. It all depends on the purpose of the CP, the essence of the proposal and many other factors.

There is another unspoken rule that the main benefit should be announced in the commercial offer 3 times.

Based on our structure, this should happen in "intrigue", "tangible benefit" and "argumentation of tangible benefit".

There is one more point I would like to make in conclusion.

Everything that has been said above is more about the so-called "cold" commercial offers. That is, those letters that are sent to the head without a preliminary meeting.

There are also "burning" commercial offers, which are already being drawn up upon a personal meeting with a particular client.

They are VERY EFFICIENT TOOL, because during personal negotiations you managed to find out the needs of a potential client and clarify what services he is interested in. You could also learn about the criteria on the basis of which he makes a decision on cooperation.

In this case, a "burning" commercial offer is compiled personally for a specific client, based on the data received.

AND LAST...

If you just want to DISARM your potential client - show your imagination.

Our main character- seafood restaurant. He had a need to attract a wealthy target audience. For example, an offer to VIPs of the city to spend their birthday in their institution.

A database of birthdays of such people is collected. If you connect ingenuity multiplied by desire, it will be easy.

On the eve of his birthday, a potential VIP customer receives a beautiful bottle with a label on which the logo of our restaurant is luxuriously decorated. The bottle is sealed with a wooden cap. Through the glass you can see that there is a letter inside.

Letter in a bottle...

The customer opens the bottle and reads a beautifully designed commercial offer.

How much do you think the chances of our restaurant to attract such a client have increased?

Additionally, you can roughly imagine how many people he will tell about it. As a conclusion, you get excellent additional advertising among representatives of the VIP audience in your city.

P. S. "Never reply to a letter until you receive a second one from the same addressee on the same subject" - MICHAEL O'HEIGAN