HOW NOT TO MAKE A BUSINESS OFFER
A commercial offer should sell, and here and now. Not necessarily a product – its purpose may be to agree to a meeting or request terms of cooperation.
In practice, the goals and objectives of the tool are often forgotten. You read and it seems that they didn’t really want to sell.
We have collected the most common mistakes in the preparation of commercial offers. If you do not need customers and sales, do so.
#1. Do not think about the purpose of making a commercial proposal, do not set tasks – then there will be a surprise.
# 2 Do not study the audience, its needs and problems, do not try to connect your product with them – it will be useful to everyone.
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# 3 Do not rely on decision-making criteria – if a person needs it, he will buy it.
#4. Do not waste time on segmentation, send the document to everyone in a row – people love spam.
#5. Do not pay attention to competitors, their offers and prices. Do not try to rebuild, offer the same thing – just believe that they will choose you.
At the development stage
# 6 Do not bother with uniqueness and offer – a good product sells itself.
# 7 Do not limit the validity of the offer or the quantity of goods – let the person not be in a hurry anywhere, as he should think.
#8. Try to cram as many services or products as possible into one document – it is more likely that they will buy at least something.
#9. It’s not worth mentioning the benefits – just talk more about the product. Customers will decide why they need it.
#10. Do not rely on facts and figures – this is boring. Or take them from the ceiling – no one will check.
#eleven. Feel free to make promises, even if you are not sure what to fulfill. The main thing is to attract a client, and there you will sort it out somehow.
#12. Do not confuse promises with guarantees, you should not give guarantees – it’s more expensive for yourself.
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#thirteen. Reviews, cases, partner logos, recommendations and other social evidence are not needed – no one believes in them.
#14. Do not try to argue the price. The product costs as much as it costs – you have decided so!
#fifteen. Do not offer free samples or test periods – only freeloaders are around.
#16. Shroud the conditions and scheme of cooperation with fog – it is more interesting to work with you.
# 17. Do not indicate all communication options – choose one that is convenient for you. And hide it in the text.
#18. Forget about the call to action – and so it is clear that you need to call.
At the writing stage
#19. Name the document “Commercial offer” – disclosing the essence in the heading is not necessary.
#20. Keep the intrigue as long as possible – let them read carefully, closer to the middle they will understand what it is about.
# 21. Start with cliches – “it’s no secret”, “as you know” – the reader is already used to such formulations.
# 22. Further along the text, you can use popular phrases: “team of professionals”, “flexible system of discounts”, “mutually beneficial cooperation”, “individual approach” – this is all pecked at.
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# 23 The same story with value judgments – “best price”, “number one”, “most profitable” – these phrases are guaranteed to attract customers.
# 24. Use clerical language and complex terms – you have a serious business, not a sharashkin office.
# 25. Do not contact by name, even if possible – show reverence with the words “highly respected” and “venerable.”
# 26. Write only about yourself, your company, your services and achievements. Let there be a lot of “we” and a little “you” – this is your commercial offer.
# 27. Do not limit yourself to one or two sheets – everyone loves to read long advertising sheets.
# 28. Do not read the text for errors – who knows the rules at all and pays attention to the eyeglasses?
At the design stage
# 29. Remember: the longer the sentences, the more turns in them – the more solid.
#thirty. Let the text look like a brick – do not select subheadings, do not break paragraphs, do not place accents, do not use lists, do not align to the left. Making reading easier for recipients is not your task.
# 31 The more exclamation points, screaming fonts and direct calls “Buy it Now!” – the better. Annoying sellers are simply adored.
# 32. Design for a commercial proposal is not necessary – let them read and impress, rather than consider pictures.
# 33 Use beautiful fonts with swirls – the more the merrier. Bold, italics – turn around properly.
# 34 Forget about the document header. No one will notice the absence of a logo, and the phone can be placed in the text.
# 35. Do not illustrate the proposal with infographics and diagrams for clarity – it is still written.
Enough is enough. If you use the recommendations, you will definitely get a bright commercial offer that does not sell. And if you still need sales – you know what to do with bad advice.