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We have all read eloquent texts with a lush style about flexible prices and exceptional quality, about teams of specialists with extensive work experience, about an individual approach and a wide assortment. Did you find such proposals really convincing? Hardly. Would you like your company to appear in the eyes of consumers with the same clichéd and familiar texts? Doubtful. Then your commercial offer should stand out, arouse interest, solve the task, be remembered. How to achieve this?
Why do you need KP?
"This is a waste of time and money!" - you can often hear that. "It doesn't sell, we tried," colleagues say. And this is true. A compred not made for the sake of the result, but "for the sake of it", does not really sell. It goes to the trash can, real or virtual. Designed according to a ready-made sample, it will deserve exactly as much customer attention as was invested in its creation: a little more than zero.
What commercial offers work? Things that help solve the problems of the target audience. To do this, you need to approach each KP individually. In addition to the two main types - "cold" (for those who are not yet familiar with the company) and "hot" (for CA), there are many more subspecies:
- for a new product/service;
- promotional;
- investment;
- for the franchise;
- presentation (for the company as a whole);
- dealer;
- for partners;
- sponsorship
And this is far from a complete list. It is difficult to manage with one standard KP. It is better if there are separate creative proposals for each line of products/services. This narrows the target audience and increases efficiency. CPs are divided into general and personalized (for a specific client).
Pay attention! This is not an advertisement or a document in the classical sense. A commercial offer performs a certain intermediate function. This is the official statement of the company, which is not supported by seals, but forms a reputation.
Do you offer a really high-quality product? Don't wrap your ego in a dull, patterned cover.
How is the KP prepared
The "Denys Kaplunov Studio" describes its own proven method of creating a commercial proposal at https://kaplunoff.com/services/kommercheskie-predlozhenija. Years of practice, positive results and conclusions about what works and what does not form the basis of the author's strategy. Here are its main provisions:
- The proposal is presented as concretely as possible. This means that there is no water in the text, it is composed not of clichés and common phrases about "quality at a low price, a wide assortment and a team of professionals", but of facts, figures, and convincing arguments.
- Argumentation is both a way to present the product in a favorable light and a tool for dealing with objections.
- The style of the text is designed to give the reader a clear understanding of the advantages of this particular company.
- The division into blocks, accents, rhythm of the text are thought out and aimed at focusing and retaining the attention of the potential client.
- Grammar and punctuation have been verified - there are no blunders and mistakes that irritate the eyes.
A team, including the author and designer, works for the best result. The textual component is inextricably linked with the visual one. Specialists of "Denys Kaplunov Studio" are convinced of this. Unlike most agencies developing KP, they provide a turnkey service. And it works!
Design has a power that cannot be underestimated. Together with a competently structured text, he places accents where it is needed, "anchors", does not allow you to get bored and throw away the CP, not having finished reading. Good design is another way to manage the attention of a potential customer.
Structure and content
The essence of a good commercial offer for the sale of goods or services is that it cannot be repeated. Different methods are suitable for each type of business and for different purposes. Therefore, standard constructors, of which there are so many on the Internet, in the end practically do not work.
Of course, there are universal points that should be in the KP. This is an introduction to the proposal, benefits, argumentation, working with objections, a call to targeted action. It is a task for a specialist to think of such a structure that will interest a specific CA.
Avoid templates - unique proposals require unique solutions. And remember that creating a commercial proposal is an investment in business. Whether a potential client chooses you or pays attention to a competitor with a more affordable and catchy KP depends on how successfully everything will be done.
