Denis Kaplunov: Effective commercial offer. Comprehensive guide

Commercial offers do not work! Sure?

Waste of time and money! Indeed?

Nobody reads letters in white envelopes, "unprecedented offers" go straight to spam! And here you are right. Such is the fate of bad sales pitches (BPs).

The author is Denis Kaplunov, a successful copywriter, member of the Association of Internet Marketing and Web Developers. You can learn more about him and his successes on his personal blog, or by visiting one of his seminars. I will only add that "Effective Commercial Proposal" is the second book by Denis. The first one (“Copywriting of Mass Destruction”) was published two years ago.

Who should read this book?

Everyone in school wrote essays. At the same time, 50% did it with difficulty, if only they would put a “triple” and fall behind. Of these, for sure, excellent programmers, engineers and other useful "techies" came out.

Another 40% did not particularly strain: their own paragraph, Belinsky's paragraph is a good essay in haste. So did most of the current managers of all stripes and levels.

And only a few (10%) enjoyed writing, and the "five" was a matter of principle. Hello journalists and copywriters.

So, Denis Kaplunov is convinced that anyone can make a commercial offer - from a person who falls into a stupor at the word "write" to an inveterate graphomaniac. I emphasize: not anyhow some kind of CP, but a good, working one.

Copywriters are not born - they are made. And the easiest way to become them is the heads of firms, sales and promotion managers. In a word, people who are directly related to goods and services offered on the market.

Why? Everything is simple. A commercial offer is not a beautiful text about a company. This is a powerful trading tool. Stylistic and punctuation-orthographic components are secondary. The main thing is the laws of the market. And who, besides you, knows your product better, who feels the needs of your target audience more acutely?

If your answer is “professional copywriter”, then I have two bad news for you. First: your business has problems (someone understands your product better than you?!). Second: prepare money.

Why is this book worth reading?

I have already mentioned the first reason. Noticed? Right. Self-written sales proposal = huge savings. And, not only money.

You do not need to involve a third-party specialist, fill out a brief or verbally explain the nuances of the business. At least a week of won time. You don't pay a fee. You don't have to consider, reject, and re-examine CP options. Nerve cells will remain with you.

In addition, you will add new knowledge to your managerial talents - the art of compiling a commercial offer.

The author of the book pays attention to both the theoretical base (types of CP, their structure, style and design) and practice (many examples, including “how wrong”). Particularly good are the chapters on offer, price, and call to action.

Of course, you won’t become a sales guru after reading one book, but you will have a solid foundation. Can any of your colleagues boast of this?

So what will you get by reading this book:

• saved money;
• new knowledge and skills;
• unusual experience;
• independence from third-party specialists;
• business proposal.

Not bad, right?

Summary

Denis Kaplunov's book is worthy of attention. Its goal is to increase your business performance and minimize costs. After all, an effective commercial offer is something that sells goods and services, attracts new customers and partners.

It is up to you to create such a CP. Not for 5, but for 25 times a quality text will come out from under your pen. And you will noticeably stand out from the competition.

Is it worth buying a book for copywriters? Newbies, no doubt. I repeat: the chapters on the offer, price argumentation and client stimulation to action should be read like paragraphs of a textbook, taking any product as a sample and writing a CP for it.

Even if, after reading the book, you do not rush to compose commercial proposals on your own, you will not waste time. The thoughtful reader will draw for himself a lot of interesting facts from the field of marketing.

Denis Kaplunov

Effective business proposal. Comprehensive guide

This book is well complemented by:

Joseph Sugarman

The art of business writing

Sasha Karepina

Selling texts

Sergei Bernadsky

Writing Persuasively

This book will be useful for every person who at least once in his life faced with the need to draw up commercial proposals. My goal is to turn it into your desktop tool to help you work efficiently.

You are a businessman and faced with the challenge of expanding your customer base as well as increasing your sales figures. This is the natural growth of a business: it is not profitable for anyone to stand still and expect a miracle. A commercial offer is a great opportunity to address a mass target audience with a presentation of your products.

You are the project manager and are interested in its financing. A commercial offer will help attract the attention of potential investors. You do not ask for money, as many do. You describe the merits, economic prospects, and offer an opportunity to make a profit by investing a certain amount in your project.

You are launching a new product on the market, which has no analogues so far and is unlikely to appear in the near future. With the help of a commercial offer, you can not only effectively communicate your know-how, but also instantly draw the attention of a wide audience to it. Customer engagement is the friend of sales growth.

There are countless such examples. Because the issue of compiling an effective commercial offer is relevant for any business today. Every month, approximately 95,000 people enter the phrase into the Yandex query string "Commercial offer". Every day there are new companies that seek to grab a piece of the common pie. The competition is getting tougher, the client is being attacked from all sides.

There are many controversial conversations, disputes and heated discussions around the topic of copywriting. But the question remains open: whose opinion should be listened to?

In this book, I offer you my point of view, which has already passed "and Crimea and Rym", and Kiev, and Moscow, and Milan, and London, and many other cities. My name is Denis Kaplunov - I am a practicing copywriter, specializing exclusively in writing sales texts. You may have read my first book, Copywriting of Mass Destruction (Piter Publishing House, 2011).

I believe that there are no born geniuses in the field of copywriting and that everyone can learn how to write sales proposals that sell.

Many are afraid to do this, believing that "you have to be born a copywriter". Childish answer. Remember: copywriters are not born - they are made. Every good copywriter started out as a bad copywriter.

Have you seen a baby who would write a commercial proposal first thing? And it’s hard to imagine a schoolboy as an expert in this field, because he still has no experience in doing business, on his lips there was neither the taste of victory nor the poison of defeat.

My first commercial proposal was written in red, crossed out in many places, and eventually torn to shreds. Someone could lose heart, but for me, failure became an intellectual irritant. At that moment, I promised myself that I would definitely learn how to create commercial proposals that would achieve the goal. And I did it.

I have no philological education, I have never worked as a journalist. Before starting my professional career, writing any business texts seemed to me blacker than a dark forest. But I worked in sales for more than seven years, and there is nothing to do without the skill of compiling selling texts of various directions. In that area, a commercial offer is one of the main tools.

Imagine - one commercial offer and one personal meeting, after which I have a contract in my hands, where the amount of 4.5 million euros appears. Impressive?

This book is an entrepreneur's best friend. With it, you:

• attract new customers;
• increase profit from one client;
• get more profit.

Because a commercial offer is not a set of black letters on a white sheet, but a freelance sales manager who works 24 hours a day without holidays, days off and even wages. And if your commercial proposals do not bring the desired result, you need to make the approach to compiling them more targeted.

People definitely need your products and services, they just don’t know about it yet. You just need to contact them with the right proposal, and this book will help to make it. Here are hundreds of proven ways to increase sales with sales emails that are easy to integrate with any business. Try at least a few tricks - and you will see that the words "We will make an offer that is hard to refuse" will become a reality.

Learn, implement and make a profit!

Who is this book for?

For a sales or marketing specialist, copywriter.

Why we decided to publish this book

Because we ourselves receive many commercial proposals and see that most of them are unlikely to reach the goal - not because the proposal is not interesting, but because it was submitted incorrectly. We hope to correct the situation.

book chips

I believe that there are no born geniuses in the field of copywriting and that everyone can learn how to write sales proposals that sell.

Many are afraid to do this, believing that "you have to be born a copywriter". Childish answer. Remember: copywriters are not born - they are made. Every good copywriter started out as a bad copywriter.

Any successful skill is a combination of knowledge (theory) and practice (experience). I studied a lot, experimented, adopted experience, made a catastrophic number of mistakes - this did not upset, but only stimulated, I understood that I was getting better. But now I see and know how this could have been avoided. That is why I decided to write a book - to save you time and protect you from many troubles.

What awaits you in the book? This is not a theoretical work, but a practical guide. Step by step, we will go through all the stages, consider just a dizzying number of special techniques, techniques and secrets that will take you to a higher level, and examples that will help you understand the essence of a particular technique. Moreover, marketing, sales and NLP (neuro-linguistic programming) issues are touched upon here, without which it is impossible to present an intelligent commercial offer. You will learn everything you need.

Book author:

Chapter: ,

Attention! You download an excerpt from the book, permitted by law and the copyright holder (no more than 20% of the text).
After reading the excerpt, you will be prompted to go to the copyright holder's website and purchase the full version of the work.

If your commercial proposals do not bring the desired result, you need to make the approach to drafting them more targeted. Do you just need readers or satisfied customers who are willing to pay for your product?

A commercial offer drawn up in accordance with all the rules can increase sales, the number of customers and profit per customer. To do this, you need to carefully study these rules and implement them in your business. And then the words “We will make an offer that is difficult to refuse” will become a reality.

This book will be useful to anyone involved in sales. The techniques covered in it are universal: they can be easily adapted to any business, as well as used to compose other sales texts.

Copyright holders!

The presented fragment of the book is placed in agreement with the distributor of legal content LLC "LitRes" (no more than 20% of the original text). If you believe that the posting of material violates your or someone else's rights, then .

Commercial offers do not work! Sure?

Waste of time and money! Indeed?

Nobody reads letters in white envelopes, "unprecedented offers" go straight to spam! And here you are right. Such is the fate of bad sales pitches (BPs).

The author is Denis Kaplunov, a successful copywriter, member of the Association of Internet Marketing and Web Developers. You can learn more about him and his successes on his personal blog, or by visiting one of his seminars. I will only add that "Effective Commercial Proposal" is the second book by Denis. The first one (“Copywriting of Mass Destruction”) was published two years ago.

Who should read this book?

Everyone in school wrote essays. At the same time, 50% did it with difficulty, if only they would put a “triple” and fall behind. Of these, for sure, excellent programmers, engineers and other useful "techies" came out.

Another 40% did not particularly strain: their own paragraph, Belinsky's paragraph is a good essay in haste. So did most of the current managers of all stripes and levels.

And only a few (10%) enjoyed writing, and the "five" was a matter of principle. Hello journalists and copywriters.

So, Denis Kaplunov is convinced that anyone can make a commercial offer - from a person who falls into a stupor at the word "write" to an inveterate graphomaniac. I emphasize: not anyhow some kind of CP, but a good, working one.

Copywriters are not born - they are made. And the easiest way to become them is the heads of firms, sales and promotion managers. In a word, people who are directly related to goods and services offered on the market.

Why? Everything is simple. A commercial offer is not a beautiful text about a company. This is a powerful trading tool. Stylistic and punctuation-orthographic components are secondary. The main thing is the laws of the market. And who, besides you, knows your product better, who feels the needs of your target audience more acutely?

If your answer is “professional copywriter”, then I have two bad news for you. First: your business has problems (someone understands your product better than you?!). Second: prepare money.

Why is this book worth reading?

I have already mentioned the first reason. Noticed? Right. Self-written sales proposal = huge savings. And, not only money.

You do not need to involve a third-party specialist, fill out a brief or verbally explain the nuances of the business. At least a week of won time. You don't pay a fee. You don't have to consider, reject, and re-examine CP options. Nerve cells will remain with you.

In addition, you will add new knowledge to your managerial talents - the art of compiling a commercial offer.

The author of the book pays attention to both the theoretical base (types of CP, their structure, style and design) and practice (many examples, including “how wrong”). Particularly good are the chapters on offer, price, and call to action.

Of course, you won’t become a sales guru after reading one book, but you will have a solid foundation. Can any of your colleagues boast of this?

So what will you get by reading this book:

• saved money;
• new knowledge and skills;
• unusual experience;
• independence from third-party specialists;
• business proposal.

Not bad, right?

Summary

Denis Kaplunov's book is worthy of attention. Its goal is to increase your business performance and minimize costs. After all, an effective commercial offer is something that sells goods and services, attracts new customers and partners.

It is up to you to create such a CP. Not for 5, but for 25 times a quality text will come out from under your pen. And you will noticeably stand out from the competition.

Is it worth buying a book for copywriters? Newbies, no doubt. I repeat: the chapters on the offer, price argumentation and client stimulation to action should be read like paragraphs of a textbook, taking any product as a sample and writing a CP for it.

Even if, after reading the book, you do not rush to compose commercial proposals on your own, you will not waste time. The thoughtful reader will draw for himself a lot of interesting facts from the field of marketing.