Promotional offer template. The main components of effective advertising

June 01

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

Then let's start ...

Promotional offer: how it should be

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

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

Attention :)

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

Successful advertising 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 test it in practice. The best example that I have come across is the free training of Artur Budovsky. When you get all this information for free, when you get high-quality support, friendships, you have no doubts about buying paid products.

Marketing moves, a lot of advertising chips have been invented. Their main goal is to attract a client, 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 can seem annoying, implausible, uninteresting.

Life example

The other day I went to the post office to send tests. An electronic queue is implemented there: you take a ticket, sit down, wait. In general, I sat down, called the girl to see the exact address of the university, otherwise I forgot. I sit and miss. I notice an interesting picture: a lot of glossy magazines of various subjects are spread 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. I didn't count how many copies. Offhand, magazines 10-12.

What do you think, was this action successful? Of course he was! We all love free, especially when there is a lot of it. The young man said that about 50 people signed up in a few hours. Not bad, right?

The bonus must be adequate

I don't really understand those online businessmen who offer a set of products for the same amount as a bonus to a course worth 200-300 dollars. 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 benefits. This product can be a good filter.

Express yourself in the comments

How do you convince the client? What original methods, methods were used in their practice? By the way, you can evaluate mine in the form of an author's book on copywriting. I don’t promise you mountains of gold, but you can make good money by writing articles.

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

It has long been proven that the more consumers know about your product, the higher your sales growth and market share. Even if you produce a high-quality, unique product at the best price, it is far from a fact that it will be in demand among buyers. Advertising will serve as a way out of this situation. It is she who will help to interest a wide range of consumers.

There is a common perception among businessmen that all certain types of advertising for goods or services have their drawbacks. Excessive high cost of advertising on television, low information content of banners and streamers, a small audience of listeners on the radio, lack of interest of ordinary people in periodicals like newspapers and magazines - all this serves as an obstacle to high-quality advertising.

Consider this example: you are selling underwear items, for you this process is nothing more than work - you are familiar with all the names, market value, suppliers, seasonality. However, for the consumer, the purchase of lingerie is an instant impulse, the demand in this case will be more impulsive than meaningful.

In this situation, it is naive to think that once seeing your ad, a person will constantly remember the company or store, despite the advantages described in that ad over competitors.

1. offer
2. limit or deadline
3. call to action

Promotional offer

“Offer” is a specific and intuitive message that demonstrates to the consumer his specific benefit when purchasing a product or using a service.

An example is a special offer or promotion that is associated with a certain type of product or service in the form of a percentage discount or bonus.

Any unique, rare or even exotic proposal will also attract attention, because the attention is focused on exactly what stands out. Interesting and creative advertising is great, but its effectiveness should be put first.

Making people yawn out of boredom is the main and sometimes fatal mistake of many advertisers. A person, who is also a potential buyer, who sees an advertisement, must feel a number of emotional experiences, because emotions are the most important factor in sales.

Efficiency mark

The modern consumer requires specifics, he no longer believes in beautiful slogans like “our store is the best” or “we have the highest level of service”. That is why every ad message needs to be tested for effectiveness.

For this purpose, you can use the Yandex.Direct contextual advertising service. It will allow you to track the response to advertising and observe the positive or negative dynamics of its growth.

This service is very easy to use: you can select the audience of interest, then enter keywords and view the number of queries for them. Next, you can run multiple ad units with different titles and sentences. 80% success depends on a good headline.

Deadline

Restrictions are an important and effective factor. They can be caused by both time and quantity. As for the time, this is a period from 3 days to two weeks. It can be designated by specific calendar dates or by the day of the occurrence of a specific event.

Quantity - 50-100 units, no more. Restrictions, albeit artificial, create excitement. The buyer wants to be “the fastest”, as well as get the “best thing”.

In this situation, the consumer makes a thoughtless, sometimes completely unnecessary, impulsive purchase, fearing not to be in time. Restrictions unconditionally contribute to an increase in demand, and as a result, an increase in sales.

Advertising appeal

Another element of effective advertising is a call to perform a certain, beneficial to the seller, action. In some cases, after visual perception of informative advertising, a potential buyer cannot perceive it morally.

In his head, a thought arises of approximately the following structure: "I read the text and what's next?" It is much easier for a person to make a decision “not accepting it” - to follow a directive. In the face of information noise, the buyer allows him to think and make a decision for him.

The most effective phrases are: "Call!", "Come!", "Hurry!" - the simpler the wording, the better. Thus, advertising creates an illusory feeling of concern for the consumer: by persistently offering a product, the seller has only one goal - to satisfy the needs of his client.

For example: “We think about you”, “Your comfort is our concern”, “Let's save money together” and so on. Specifying a specific algorithm of actions will increase the response by 20-30%.

The main task of the advertiser is to increase the response of buyers, thereby increasing the turnover or to conduct a PR - action in a certain direction. Accordingly, planning and conducting advertising activities for a company is an indirect task that will increase profits.

The slogan "Advertising is the engine of trade" formulated in the twentieth century, no matter in which direction the economy develops, there will always be

As the response showed, this topic was very much interested in a large number of readership. Which is understandable.

By and large, its further fate depends on the introductory part of the commercial proposal.

The person reads one page of the text (carefully) for 2-3 minutes. Commercial offers are “scanned” in a few seconds. And if in these seconds we could not "hook" the reader, the phraseological unit is immediately remembered - "write wasted."

To continue this topic, we decided to prepare another article, only to approach the issue from a completely different angle: to show which expressions can be used to start original commercial proposals.

Follow the rules of the game

# 2 - a blow to the main problem

Every business has problems. Every area of ​​business has common problems. And there are also problems that cannot yet be resolved with existing capabilities.

This scenario is ideal when selling a new unique solution that helps to save the client from an acute problem.

See how we played around this situation when preparing a commercial proposal for a new widget for online stores, which allows you to carry out and present accurate measurements of things. It is important for buyers to be sure that the indicated sizes correspond to their personal natural data:

If you sell clothes , then you know that at least 40% of things are returned by customers for the most banal reason - the size does not fit ...

You use size charts, make detailed descriptions, attach high quality photographs, but things keep coming back ...

We focused on a real problem for the target audience - the systematic return of goods due to size mismatch. For online clothing stores, this is a real weak point, since the buyer sees only the picture and does not have the opportunity to try on the thing before buying.

No. 3 - current need

Needs are a constant thing. One is replaced by another, and this continues almost without interruption. It's like buying a dress from your lady. I bought it, and then it turns out that there are no shoes in his wardrobe. A-y-yay. We need to fix this. We bought shoes. But what about without a purse? And so on.

So it is in business. There are always current needs. Therefore, if the client thinks about them, we can wrap it up in our favor and start a commercial offer from this very point.

You have created a website and are puzzled by the questions:

1. How do you make it popular?
2. How to direct a stream of potential customers to its pages?
3. How can you increase your sales figures with it?

There are several answers to these questions. At the same time, the most effective and high-quality answer is search engine promotion.

Why? Because the result of search engine promotion is “warm clients” who themselves are looking for companies that provide the necessary services.

That is, they already want to buy.

Will it not work? It will not work? Oh well. At first, people also did not believe that the Earth was round.

# 4 - shocking statement

This is where we plug in the surprise effect. With words, we set a light cold shower. A person reads and thinks " Oh come on. How can this be?»

Do you know that 10-20% of the numbers in your phone base are inactive?

Let's imagine that you have decided to send SMS to the base of your clients. You have collected data, and you have 10,000 customer numbers in your database.

You plan to send SMS at least once a week. According to general statistics, from 10 to 20 percent of subscriber numbers are inactive for various reasons. That is, your messages go nowhere.

Which exit?

# 5 - a more rational solution

Since kindergarten, we remember that there are several ways to tie shoelaces. Now men learn how to tie ties, and girls learn how to tie scarves.

There are always several ways to achieve a goal of interest. If your product is one of those ways, you might consider a tactic for detaching it from other alternatives. And hit with the benefit of this distinction.

We used this tactic when preparing a commercial offer for a printer rental service:

"Printer rental from 1000 rubles / day"

There are many situations where it is not economically viable to buy a printer (and then service and maintain it), especially if it can be rented.

Examples of situations from our clients:

1. Taking part in an exhibition or forum
2. Business trip and inability to take the printer with you
3. The need for a printer for one-off work (for example, printing in color)
4. Need for an additional printer during tax inspection
5. It is necessary to urgently and quickly print a large volume of documents.

# 6 - strict product presentation

I will say this: when there is correspondence between serious companies, it is customary to use a certain style. Classic copywriting and word dexterity techniques may fail here.

Sometimes it is enough to maintain a clear and specific language. Do not beat around the bush, but go straight to the point.

It is advisable to use this technique when the client already knows what the text will be about. For example, if our commercial offer is formulated on a website page, where the reader comes already with a specific purpose.

See an example of the text in which we presented "autogas":

Autogas - the choice of modern drivers who know how to count their money. It allows you to significantly reduce fuel consumption per kilometer of the journey, while maintaining the usual comfort and power of the car.

More than 10 thousand drivers in Latvia and 20 million drivers in Europe have chosen autogas because it is much more profitable than gasoline and even diesel fuel.

And here is a confirmation of this:

Also, this method can be used for cold and warm mailings or when publishing a commercial offer in the form of a leaflet and other printed materials.

By the way, one of the company's clients admitted that before our competent example he read the commercial proposal for diesel fuel and rejected it.

# 7 - new benefit in the near future

Any businessman is looking for new ways to benefit from his product or service package. And, of course, he is ready to study information about such opportunities.

It is very important here to know and understand the landmarks of such “profitable” directions. And sometimes they are just in front of the nose.

Here is an example of the beginning of a KP to promote one technological improvement in the production of sausages and smoked meat products:

Tomorrow you will be able to reduce the cost of producing meat delicacies by 30-35%.

This will allow you to offer the market a better price without losing product quality. Consequently - you get a new competitive advantage and the opportunity to increase the profitable part of your business.

And all this can give one simple technological solution.

# 8 - the language of the business plan

I love this style when you need to sell an opportunity to save or earn money and when we have an audience of entrepreneurs and investors in front of us. Especially not beginners.

Such people do not need slow dancing and foreplay. Give them "meat" at once. "Closer to the point," as they say.

So, if we are selling a business, we need to approach it appropriately.

Your mini aerated concrete plant

1. The investment pays off in the period from 2 to 6 months
2. Profit - from 600,000 rubles per month
3. It takes no more than 3 working hours per day

The beginning is interesting because you can feel the benefits in it. Then we just open the proposal. And we build it according to the scenario of a business plan. Just don't need 100 pages.

Briefly, concretely, in essence.

No. 9 - "Product by face"

If your task is to draw attention to a product with the help of a commercial proposal, take a closer look at this technique.

"Product by face" is when you offer really interesting things. Ideally, when they have distinct differences that are useful for the target audience.

But even if this cannot be boasted, the "Product by face" technique will come in handy. Its main feature is to use product images at the very beginning of the commercial offer.

The reader will definitely look at the pictures, and if they attract him in any way, your text will be read more carefully.

An example from a commercial proposal that we prepared for a representative of a manufacturer of women's handbags (the text was oriented towards wholesale buyers).

We immediately connected several "hot spots" to the power of images:

New fashionable women's handbags in Moscow - wholesale!

• Wholesale / retail price margin - 300%
• Free delivery in Moscow
• Assortment - more than 1500 models per season
• The minimum order for the wholesale price is 10,000 rubles.
• All documents for inspection bodies

Take a look at these bags:

The redhead is very good, isn't she? Therefore, it is also in the center.

No. 10 - "Sweet candy"

Children love sweets. And adults love money. By and large, money can be called sweets.

Each of us wants to earn even more than it is possible today. And if the offer is worthy, we are ready to consider the possibility of additional income.

This is the basis of the “Sweet candy” technique, when at the very beginning of the commercial offer we show how and at the expense of which the reader can earn additional money.

See the example we prepared for one regular client. Audience - heads of car dealerships. They are offered additional income by selling cars to buyers. Such an offline affiliate program:

Good morning, Ivan Ivanovich!

TOYOTA is a legendary brand. Cars of this brand have been bought, are being bought and will always be bought.

What if you start earning from $ 125 to $ 750 extra by selling each car? And for this you do not need to invest a penny and not disrupt your work schedule.

Let's say if you sell 100 cars a month, that's an additional $ 12,500 - $ 75,000. Every month.

Thus, already in 1-2 months you can easily earn yourself (or your loved ones) for a brand new Toyota.

Noticed personalization? That's right, the brand name. Naturally, an offer was sent to the "Ford" showroom with information on cars and the "Ford" brand, etc.

Personalization is always a good thing for commercial proposals.

Instead of a postscript

You've just seen 10 techniques for developing the introductory part of your sales pitch. And you see that they are all different. In fact, there are even more of them, and every time we discover new ways.

Because very often you have to take into account the personal task of a commercial proposal, its audience, the degree of uniqueness and attractiveness, the delivery factor, the development of printing design, "hot spots" and many more subtleties that affect efficiency.

If you need a working commercial offer, please contact us at the Studio, we will definitely come up with an original performance for your task.

Selling effortlessly is difficult, but possible. To do this, you need to know your Client / partner and make a profitable for him commercial offer at the right time. Examples of such offers can be found below.

If the company does not have sales virtuosos and manipulators, then a commercial proposal (KP) will help you. This marketing and advertising tool is used with success even by chimpanzees when bananas are enough for training and further work.

With a selling CP, even those managers who do not know how to sell make money

Difficulty in creating and understanding this essential advertising tool. My practice shows that the main problem lies in understanding and a series of questions.

Who should I send the commercial proposal to?

Where to collect contact information?

How to write a commercial proposal yourself?

What to write so that the addressee will call immediately?

Below you will find examples of commercial offers:

• for the supply of goods,
• service,
• about cooperation.

You will learn what a CP should consist of, how to use thinking from the Client, what information to look for and how to use it.

VZHUH and you are at the most interesting place:

We define the target audience, collect contacts, use 3 sending tactics

Words don't sell. Sells information. To collect a base, write a selling commercial proposal, you need to know everything about the Client, product / service and the situation on the market in general or in the region. I'll show you how this works in one of my examples. Until then, theory.

Do not start collecting a database and writing a commercial proposal until you have:

• full understanding of the target audience: who is this person, what is his headache about. The narrower the segment, the better, for example: “directors of vegetarian restaurants”;
• a proposal for the target audience that will increase income, self-esteem, solve a problem in business or simplify work - will bring real benefits.

About the client (target audience) and how to build a database

The target audience is people (NOT companies, but people) who have a similar task, problem, complexity and drive it all: the desire to earn more. The broader your knowledge of specific representatives of the target audience (CA), the greater your understanding of the audience as a whole.

We are interested in a narrow segment of the target audience, to which we will offer specific benefits, often mutual. Chat with representatives of the target audience by phone, through social networks, websites, forums - find out their real needs and problems. This will help you find pain points and objections that you can successfully address in your business proposal.

Base of potential clients

Customer base CANNOT be purchased, collect on sites and catalogs of company registration blindly, especially when it comes to companies. Because you don't recognize your potential customers.

On sites and in directories, they indicate the general address that the manager looks at. In most cases, the manager does not care how much the company will earn and he has clear instructions regarding commercial offers - SPAM and delete!

Benefits are of interest to owners, individual entrepreneurs and hired managers. We only need decision makers (DM).

Work with sites where there are management contacts or mail "for commercial offers"

Correct options for collecting email database for a commercial offer:

• a person leaves an application himself (subscription page, personal communication);
• you find the contact of the manager or mail for the commercial proposal on the website (or in the 2gis database) - sometimes it happens;
• taking contacts through the manager: by letter through the feedback form, mail or cold call.

3 tactics for working with the base

It is assumed that you have already talked with the manager (form on the website / phone) or the secretary and obtained the contacts of the manager: the head of the sales, marketing department, the manager or the owner of the company.

1. We call the decision maker before sending a cold commercial offer. The task is not to sell a product or service, but to communicate with a person. Whether he is interested in this problem and topic. Listen to the answers, write them down. Agree on sending a commercial proposal.
2. We call the decision maker after sending a cold commercial offer, if there was no response within 1 - 2 working days. We say something like: “Sergei, hello! On Monday they sent you a KP, but YOU still didn’t answer ... ”. Task: to find out whether the person received the CP, if so, then write down what he did not like. We are trying to close a person to a deal.
3. We send the CP on the assembled base and play Hachiko.

Use only option 1 and 2 when testing CP. Because this is the only way you will receive feedback and be able to correct the proposal. This is extremely important when, before writing a commercial proposal, you did not communicate with potential clients. Sometimes it turns out that no decision maker is interested in the benefits and conditions. We'll have to go back to working with target audience and offer.

Writing a commercial proposal takes 10% of the time, editing 20%, and collecting information 70%!

Commercial offer - selling composition

Imagine the Client as a busy person. He doesn't want to read anything. He doesn't care who you are and what company you are from. And worse, he DOES NOT like you. Because you want to sell something. Your KP is a personal insult.

Mercy Anger will change if the offer contains:

• Letter subject, which motivates to open it, but does not resemble spam: "We called you yesterday ...", "Here is what you asked ...".
• An offer that is beneficial for the client... It may not be beneficial to you. This is normal at stage 1 of sales.
• Mini-description of the company - 2, 3 sentences about what you are doing (can be omitted if the illustration explains it).
• Exact answers to questions: “Why write (need a reason)”, “why me”, “what is my benefit and yours”, “what conditions”.
• A few lines about money... When a person receives a commercial proposal, he must know exactly how his financial position or the position of the company will change when he orders a service or buys a product.
• Proof that this is a heck of a bargain... If you miss this chance now, then you can end up in the ass. Give convincing examples that it really works.
• Phone, mail or another way of communication convenient for the Client.

Put all these meanings in the overhead, headline, subtitle, illustration (caption to it) and the offer, broken down into understandable messages. When the recipient sees his benefit, then he begins to read. The trap will slam shut.

The information that the client wants to see is (PM). They close objections, answer the Client's questions in a way that captures the imagination, makes them read and think about the proposal.

To distract a person from a lot of important things is 1 victory.

An example of the structure of a commercial proposal - "PI" screen

I use this structure 6 out of 10 times. It is simple, works and the cost of a commercial offer in 1 - 2 sheets is comfortable for individual entrepreneurs and small businesses.

Top (1 screen):

• overhead + phone + logo;
• illustration and signature;
• title;
• subtitle;
• an offer of 4 - 6 advantages, which are divided into 2 columns;
• the strongest argument (we highlight it: with a frame, color, a special icon);

Of course, a lot depends on the service, product, business, conditions, quantity and quality of selling information (PI). But this structure is the most correct. Because it breaks the KP stereotype - a sheet with a canvas of text, where nothing can be understood in 10-15 seconds of reading.

First Quote Screen

Show the value of the offer on 1 screen. Provide marketing information that will interest the recipient for further reading. Make sure he understands:

• what will be discussed;
• why you wrote to him (clear context);
• what are its benefits;
• why do you need a service / product.

An ideal condition, if you know the name, position of the recipient, the company to which you are sending the commercial proposal. Then together with the overhead we write a personalized message: “Vasily Pavlovich, hello! It is beneficial for the construction business and works ”or a motivating phrase for a friend to read. You can tell what you are doing.

Structure is needed, but selling information is more important

If the advertising tool will be used in printed form, then we have half an A4 page left before moving on to the next page. We need to be in time: close the main objections, give conditions (price, how to order), communicate added value and make a call to action. There can be 2 calls:

• "Turn the page to ..." or "on the next page you will learn ...";
• call to call, write or follow the link.

Submit a commercial offer by EMAIL using HTML format. In this format, you can send landings to the mail, which do not have transitions between pages. The conversion is higher, but from this format it is inconvenient to print a document to show to colleagues / management.

CP structure (persuasion screen)

The task of the first screen: to give the maximum selling information and bypass the advertising filter. The second is to prove that this is the right choice.

You have to sell facts and figures, not promises and lyrics. When the facts are not enough, then make the benefits stronger. Play NOT with words, but with meanings. Let the commercial proposal be disadvantageous for you, but the task of the commercial offer is to establish contact with the Client. Get a warm response (call, letter), and not sell head-on.

Sell ​​NOT in words, but in meanings.

What to use for persuasion:

• a structure where each subheading is something important to the recipient;
• examples of use and results (links to confirm your words);
• closing 2 - 3 objections that arise when reading the upper part;
• more selling information about a product / service (characteristics, advantages, description, if it is a complex product);
• list of clients and partners;
• additional value of the proposal;
• extended guarantees (it is important to convince the person that they are not risking anything);
• reasonable restriction of the offer.

Second Quote Screen

Difference Between Hot and Cold Bids in the awareness of the target audience, the submission of information, its quantity and what to close the client for.

For a "cold" Client- this is 1 or 2 contact. The person does not know anything about you and the offer yet. Close a potential client to a call, consultation, link to a selling page, website or video, where there is more information.

A cold commercial offer will interest a person, and he will become a "warm" client

For a "warm" Client Is a selling material that answers questions and motivates people to buy. Submit your sales pitch with a complete set of selling points. This will at least facilitate the task of further selling, because there will be a reason to call back. And as a maximum, the Client will call himself to buy.

KP volume... The number of sheets does not matter! More important is the quantity and quality of information that a potential Client needs to receive in order to make a decision about cooperation or action. More information is good, but only when it helps make a decision, answers questions, and DOES NOT create new ones.

You or you? If you know the name of the recipients and refer to it, then you are correct to write. However, no one forbids you to always write you (the illusion of personal appeal), except for the rules of the Russian language, but they have a mediocre relationship to the work of a copywriter. If only they bought, but we will write at least obscenely. No “you, you” effectiveness studies have been conducted.

We got to examples!

Examples of commercial proposals for the supply of goods + 4 ideas for commercial proposal

Selling goods is more difficult than selling services. There is always a competitor company that sells the same thing. With her, work and logistics have already been established. It makes no sense to change the supplier when everything suits you. The problem is solved by the specifics of the business in Russian, the market situation, a cool bonus and innovation.

1. Business in Russian, this is when there is a supplier, but he irritates the entire management. Because he behaves like a monopolist: he breaks the deadlines, raw materials or goods by a C grade, but when it comes to resolving issues, the negotiations drag on for months. A better deal is the most common way to put salt on a wound and sell pain reliever.
2. Market situation... When a Turkish missile knocked down a Russian plane, many of the goods flew in under the sanctions. Russian companies have a chance to get rich. It was a golden time for the sale of strawberries, cucumbers, cabbage, apples, grapes and 10 more prohibited products for import. Such moments need to be caught and prepared for them KP.
3. Cool bonus... Copywriter Claude Hopkins wasn't selling a product, but a bonus. He sold advertisements for the Client's pies, and only then for the “Cotosuet” pie mix (raw material). And it all worked in tandem. When you say to a manufacturer in Russia - help your partners sell goods by providing them with advertising information, then people do not understand WHY. They say: "we are producers ...". A curtain.
4. Innovation... Even when the product has a slight advantage or an interesting production feature, then this should be discussed in all promotional materials and, of course, in the commercial proposal. Have you seen the new 2017 Skoda Octavia? They slightly changed the headlights, the radiator grill and sell cars as a unique product. Follow the example of the automaker - focus on innovation.

I will not post a couple of examples of commercial proposals in the form of screenshots. Instead, I'll post 10, but with links. All commercial offers below were written by Mikhail Pozdnyakov, i.e. the author of this blog.

Examples will open in a new tab(click, read):

Example 1."Market situation"
Example 2."Business in Russian"
Example 3."Innovation + gift"
Example 4."After the exhibition + bonus"
Example 5."Business in Russian + benefit"
Example 6."Market Situation + Benefit"
Example 7."Innovation + good time"
Example 8."Innovation"
Example 9."Supply of toys, an example of a comprehensive proposal"

This is a really big article, the most complete on commercial proposals. I will add examples of successful commercial proposals from my practice.

Check out a few examples of business offers from your niche to see how direct and indirect competitors are selling. This is how you get marketing information and find out. Make the best deal!

Are the KPs working? They work. Here are examples of commercial offers with a proven payback:

Sample commercial proposal for the provision of services

Services are easier to sell. Because information is easier to find on the web. When you know exactly what the service is for and who the target audience is. Difficulty in the advertising proposal. After all, the service sector is developing rapidly and there are a lot of competitors.

The product can be tested by purchasing a small batch or by seeing the test results, if it is equipment. The value of a service is recognized in its effectiveness. Let's take the creation of a commercial proposal as an example.

The effectiveness of the commercial proposal difficult to measure. It depends on the amount of information collected, the ability of the copywriter to submit it, the skills of the designer, managers who send out commercial proposals and process applications. A good email base will bring more customers than a bad one.

How to sell the service:

• Show what will change after the service is provided... When you buy a commercial proposal: it will become easier for managers to sell thanks to a strong advertising material, you will have the results of a marketing audit (portrait of the target audience, objections, problems that people pay attention to when making a decision), which will make all your advertising more effective and selling;
• Give extended guarantees... If the commercial proposal does not bring clients after testing, which we will conduct together, then I will work until the start of sales and a profit that will cover the cost of my services (extended warranties work worse with goods);
• Mini cases to check... When creating commercial offers, I take into account not only the product / service, advertising offer, target audience, but also the market situation. In 2014, I sold 300 tons of strawberries with one A4 leaf (no graphics). Here is a link to my case;
• A bold promotional offer... Let's do this, if mine seems to be inoperative, which is revealed during testing, then I will refund the money not only for the text, for the graphic design, but I will also make the 2nd version of the commercial proposal for free. Deal?

The more strong selling points, the better. Find them, try different options, play with meanings, since the services allow it.

Examples of commercial offers for the provision of services

It is easier to sell services, but you need to give maximum selling information.

1. Ask questions about the ready-made commercial proposal. We wrote KP and are pleased with ourselves. Do not hurry. Let the material sit for 1 - 2 days, and then look at it with a fresh eye, putting yourself in the shoes of a potential client. Remember that you hate the person who sent the KP.
2. Test it and then send it out in bulk. Even if 100,500 selling points have been collected, and the target audience has been worked out for a long time, do not send commercial offers to the entire database. Never! Take a sample and submit 1/5. Thus, you will predict the outcome.
3. Play NOT with words, but with benefits. It hurts the copyAuthors. Fascinating words, vivid expressions and juicy sayings are bullshit. Where, where, but in the KP you need specifics, facts that sell moments and subtle persuasion, and not a demonstration of a rainbow and singing like a nightingale.
4. Master the delivery algorithm. An advertising tool is just a tool. They need to be able to use it. If the commercial offer does not go to the decision maker, but to the manager who liked the cats during work, he will continue to like the cats by deleting your offer. There are exceptions, but the Russian office reality is harsh.
5. Submit your quotation graphically. First, it will grab the recipient's attention. Secondly, an intelligent designer will competently break the text, so if there is a problem with the structure, then this jamb will be corrected. Thirdly, graphic illustrations can set accents.

There is no secret secret. To create a commercial proposal, you need to understand what the target audience needs, make an offer that is beneficial for it, and do not forget that the potential client hates you. Because even directors like cats.

With me you can with detachment from competitors, fresh ideas and support before sales. I will develop a commercial proposal text for you and draw up it graphically. Within 5 days you will have a powerful advertising tool,

Commercial offer as an effective business tool in a highly competitive service market has been very popular in recent years. For its development, marketers, designers, copywriters, etc. are usually involved. This pleasure is worth a lot, but there is one tricky way that will allow you to compose this document at no special cost. It is enough to find a suitable sample of a commercial proposal and rework it a little for yourself.

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 drawn up.

Any commercial offer consists of the following sections:

• The logo or emblem of a company that offers a product or service. A commercial proposal must be drawn up on a letterhead using the corporate identity of the organization. It is an indicator of the level and severity of the supplier's business organization.
• Description of a product or service. In this section, it is necessary to disclose what, in fact, is proposed to purchase or what is proposed to use.
• Advertising of 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 competitors.
• Company advantages. This section reveals the merits of the company, describes its experience, the implementation of successful projects, and so on.
• Contact information - after reading the commercial offer, a potential client should understand who, by what phone number or e-mail address.
• Signature of the 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 they have to inform the target audience about the capabilities of the product. Such an offer does not take into account the specifics of a potential client's business and is typical.

A "hot" offer is usually sent after meeting with a representative of a potential client. It contains unique benefits and conditions that are relevant to a specific prospective buyer. The purpose of this type of proposal is the transition to negotiations on the terms of cooperation and the conclusion of an agreement.

There are also types of offers such as presentation(giving a general idea of ​​the company's products), promotional(invites you to participate in the marketing campaign), congratulatory, thanksgiving(contain unique conditions in honor of the holiday or in gratitude for long-term cooperation), or invitation(it contains an invitation to participate in any event).

When composing 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 drawn up if, thanks to it, it was possible to convince the recipient that he needs the offered product or service. For a business proposal to be successful, it is recommended that it meets certain requirements.

First, it should be free of grammatical and spelling errors. It is useful to use professional text editors for writing. They automatically check literacy 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 proposal. Since the main task of such a document is to attract attention, it is allowed to use various infographics, pictures, diagrams, diagrams and similar illustrative materials in it, which facilitates the perception of the proposal and increases the likelihood of its acceptance.

Also, an important role is played by the color scheme, which is used in the design of the document. Firstly, the colors should correspond to the corporate identity of the company, and, secondly, they should not be provocative or too calm. Black and white documents should not be done either. They look outdated and will not attract the reader's attention (except for those for whom the content is more important than the form, but there are fewer of them). It should be remembered that at the present time 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 required data is packaged in graphic materials.

The quality of the paper on which the offer is printed is also of great importance. It must demonstrate the credibility of the company that manufactured and delivered it. A pleasant feeling in your hands will automatically add attractiveness to the proposal and increase the likelihood of reading it to the end.

The commercial offer should be delivered either by e-mail or in person. Moreover, the second method is much 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 to the recipient and convince him of the usefulness of the product or service.

Ready-made commercial proposal samples

Service Proposal Templates

Commercial offer templates for construction firms

Commercial offer templates for selling products

Quotation Templates in Word

Ready commercial proposal for cooperation

Examples of commercial proposals for the sale of goods

Samples of commercial proposals for the provision of services

How to create a commercial proposal correctly

Write a commercial proposal for the sale and delivery of goods

When creating a commercial proposal for the sale and delivery of goods, it is necessary to reflect the following points in it:

1. Uniqueness - how the product differs from substitutes and competitors, what are its advantages, why it can satisfy any need better than others.

2. Value for money is also an important point in the commercial offer of a product. The consumer, as a rule, chooses a product that allows them to achieve the maximum in this ratio. Therefore, when offering a product, it is recommended to indicate what additional quality bonuses the buyer will receive.

3. Prompt delivery. Goods are purchased when needed. The buyer wants to use the product to solve his problem as quickly as possible, so he is not ready to wait for a long delivery.

4. Service. If the product is technically complex, it is imperative to indicate how the buyer should act in the event of a breakdown or the need for maintenance. All other things being equal, the buyer will prefer the product that can either be easily serviced by himself, or there will be a service center next to it.

Commercial proposal for cooperation in business

When drawing up this type of commercial proposal, it is necessary to very clearly and, at the same time, unobtrusively tell about the benefits of cooperation, what benefits it will bring for the partner, and also describe the proposed conditions for conducting joint activities. This is a rather difficult job, since the proposal should not be written in the dry language of the business plan, but, at the same time, reflect all its main aspects. To create such a commercial proposal is a whole art.

It is also necessary to remember that the offer of cooperation is made to a specific partner. Therefore, it is very important to know the needs of this partner and in the proposal reflect the ways and mechanisms of their satisfaction.

When creating this document, you must also understand the interests of the target audience. So, for companies that rarely use the services of a transport company, the most important factor in making a decision will be the availability of discounts or the price.

Trade organizations are primarily interested in delivery times and cargo safety. Therefore, when drawing up a commercial proposal to representatives of this segment of the target audience, it is necessary to indicate why the company can offer the minimum terms and the presence of protection or escort along the way.

Budget structures purchase transport services through tenders. Therefore, the commercial proposal should clearly indicate the ability to comply with all the conditions reflected in the tender documents.

Make a commercial offer from a construction company

A potential consumer of the services of a construction company is primarily interested in the price. Therefore, in the commercial proposal it is recommended to describe in detail the possibilities of its reduction, and the reasons why it is possible (for example, due to the use of modern materials or unique technologies, and so on). The transparency of pricing is also important for the consumer, therefore it is recommended to include a table with a cost justification at the end of the proposal or as an attachment to it.

Also, the construction time plays an important role. It is advisable to indicate in the sentence how and by what means they can be reduced.

The reputation of a construction company is also taken into account by many customers when making a decision. You can confirm it with articles from newspapers, letters of recommendation, various awards, descriptions of already completed projects.

Features of the offer of accounting, legal and consulting services

The number of providers of such services is quite large, so the competition in this market is very high.

In addition to the price, the following factors can attract the consumer:

• High likelihood of a positive resolution of the client's dispute in court (for example, demonstrating their success in similar cases);
• Saving the client's expenses on staffing by transferring part of the functions to outsourcing;
• Full support of the client's activities, solving all his problems in a certain area, so that he is engaged only in the main activity;
• Offering various bonuses that competitors do not have (consulting on a number of issues is free).

It is possible to formulate other advantages that will allow the client to effectively solve his problem, save or earn more.

A document from such a company must demonstrate its professionalism. The commercial proposal from an advertising campaign must contain elements of original design, professional terminology, effective slogans and other similar elements. This allows a potential consumer to immediately assess the level and technology of the advertising agency. If it knows how to sell itself well, then the client's product will be able to effectively advertise. Thus, the customer has an element of trust in the company, which increases the likelihood that he will use its services.

Common mistakes when writing text for business proposals

The first mistake many marketers make is to oversaturate the offer with data. They sincerely believe that it is important for the client to know everything about the product in order to make an informed and rational decision. However, in practice, this is far from the case. Buyer or customer behavior is rarely rational; rather, it is emotional. Therefore, it is not worth giving a lot of information in the offer, it is much more effective to create in the consumer the feeling that the product or service will help him satisfy the need. This feeling greatly increases the likelihood of a subsequent purchase.

The second common mistake is over-focusing on a potential client. The authors of the proposal are scattered with compliments, describe all the client's successes, assuming that it will be pleasant for him. However, a potential buyer is much more concerned about solving his problem or problem, so he, of course, will be happy to read about his successes, but if he does not find an answer to his questions, then it is unlikely to contact such a company.

Also, many compilers mistakenly include the following information in a sentence:

• 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 the product. This only takes up 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, indicate his achievements and awards. It is also not interesting to a potential buyer and degrades the impression of the offer.
• 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 a product or service has the required properties. For this, a quality certificate or a description of the product itself with characteristics is quite enough.
• Indicating irrelevant client needs. When drawing up 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, it is highly likely that the commercial proposal will go into the void. The buyer will not find answers to his questions in it and will not purchase the goods.

How to effectively complete a commercial offer

The last sentence in the document is very powerful. A potential buyer will most likely skim through the text, but will pay attention to the last paragraph or phrase. This is how the human consciousness is arranged, and when drawing up a commercial proposal, this must be used.

Most often, a commercial offer ends with the phrase "with respect." This, of course, is a win-win option, but it is much more effective, instead of this phrase, a text offering the recipient of the document unique conditions for the sale of a product or service (for example, with a significant discount). This will interest the client much more than expressing respect for him. Moreover, a respectful relationship between partners is implied a priori.

A fairly common option for ending a commercial offer is a message that specific managers are always ready to answer the client's questions, and their contact details are indicated. How to contact a specialist, of course, should be at the end of a commercial offer, but it does not in any way induce a potential client to take any action. So, the sales pitch should end with a motivation for action.

The following motives can be distinguished that can induce the client to perform the required actions:

• Information that the number of goods or services offered on the terms of this commercial offer is limited;
• Bonus offer - a free sample, the ability to test a product or service, product availability, a discount on the current or next purchase;
• Description of the buyer's personal interest (what he will receive as a result, what savings he will achieve, what needs he will satisfy, and so on);
• Information about the attractiveness of a product or service (availability of a guarantee, special delivery conditions, high-quality service).

Within each type of commercial proposal ending, specific wording can be formed that will demonstrate its relevance and relevance for the buyer. Thus, casting a glance at the final paragraph of the sentence, he may carefully read the entire text and then contact the company for a product or service.

Sales Cover Letter Templates:

If a commercial proposal contains more than one page, or various additional materials are attached to it (for example, pricing tables, price lists with the entire range of goods, a schedule for marketing campaigns, conferences or exhibitions), then a cover letter must be sent with it. It contains in a very condensed form the main conditions and the essence of the proposal.

First of all, the cover letter should contain a greeting from the addressee, preferably by name and patronymic (addressed address attracts much more attention than typical greeting formulas).

Next, you should introduce yourself and name your position in the company so that it is clear on what issue the appeal is being made. In 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 that the company offers, as well as 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 advantages, the potential consumer should have questions and the desire to find answers to them in the commercial offer itself. This will prompt him to read the document more closely.

Next, you should list the documents that are attached to the letter. Firstly, this is the document flow rate, and, secondly, it will allow the addressee to quickly navigate 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). The rules for completing cover letters are identical to the guidelines for the final phrase of a commercial offer.

Thus, writing a commercial proposal is quite a 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 the proposal. This will greatly improve the efficiency of his work.