How To Do Commercial Kikiam

How to properly write a commercial offer

Admittedly, when I published the article 10 Tips for Successful Commercial Offers, I did not expect that there would be such a high level of interest in the topic.

For this reason, I have decided to continue the topic and explain it in more detail or expand it. Of course, the readers' comments on the last article did not go unnoticed.

In the final third post “Examples of the effective composition of the offer” I will show what commercial offers could look like.

Write commercial offers


I think it is no longer a secret to anyone that an entrepreneur can sometimes get a sudden but polite refusal from a potential customer with whom he had actually had successful negotiations during the first conversation.

To be convinced of a cooperation without having had the possibility of a verbal-visual contact beforehand, one of the things that will be discussed here is.

So how do you create an “attractive” commercial proposition that is impossible to resist?

You will unfortunately not get a clear answer again, or, as already mentioned in the first article, everything boils down to the proven and effective principles of Dale Carnegie (even if some can no longer hear it):
How do you manage to first talk less about yourself and more about the interests and wishes of potential customers and only immediately afterwards why and how your customer could solve his problems with your help?“.

Right from the start, all commercial offers are divided into two categories: those of the advertising-informative offer and the personalized offer. As already mentioned at the beginning, we will consider the examples of both variants in the final third article. Until then, let's talk about the basic principles.

The first category includes, for example, the familiar spam, but also general advertising for products and services. The second variant includes, for example, the proposal for a specific customer with whom preliminary negotiations may have already taken place, although something like this is not absolutely necessary. The characteristics of these two commercial offerings are very different from each other.

The advertising-informative variant

If you decide in favor of the advertising-informative proposal, the main thing here is to arouse the recipient's attention and stimulate his interest so that he does not immediately delete or throw away your proposal, be it by e-mail or letter, for example.

Above all, a meaningful title is necessary for this. Therefore, a phrase is desirable here that captivates the recipient as possible at first glance. In any case, you have to be careful. If the recipient is a businessman, cheap advertising is unlikely to impress them.

If, for example, it is a young target group, you can of course think about whether you could not dare to try a more “amazing” variant.

The main thing is always that after a strong statement, a captivating text follows, with which the addressee can be won over to further cooperation.

It is also desirable that your offer is aimed at a specific target group. The user thus automatically gets the impression that your statement should address him and no one else. And of course, don't forget what we talked about at the beginning of the article - the prospect's interests should be mentioned far more often in any commercial offer than your own.

Before writing the commercial offer, determine your competitive advantages: Are you convinced that the buyer will decide in favor of your goods or use services when they see your advertisement? Expert assessments or reviews from previous buyers are also helpful here.

Do not be immediately intimidated by allegories (colored images), because the more expressive your offer, the better it will be memorized in the memory of the potential buyer. Do not overload the text with complicated and specific technical terms so that it remains understandable for as many readers as possible.

A more extensive text can be broken down into individual parts using titles. This will make it more readable and support the interest of the potential customer. Don't make too big a paragraph, make sure to mention the duration of your offer at the end and explain to the addressee which ordering options and payment methods are available to them.

At the end you can repeat everything that was presented at the beginning in a short form, as many people look straight there at the first moment to get an immediate impression of prices and other main information.

The personalized variant

Personalized offers are structured according to a slightly different scheme.

It is important to first get an idea of ​​the potential customer to whom your offer should be addressed. The best variant is of course a previous conversation or an oral discussion of the upcoming business. However, this is not always possible, which is why it is particularly important in personalized offers to point out the needs of your customer, which you have already been able to clarify in advance.

Once you have researched all of the information you need, it is your turn to look at the competitive advantages and how they relate to the obvious needs of your buyers.

It is entirely possible that the recipient of your offer does not turn out to be the one with whom your personal dialogue took place. Decisions in preliminary negotiations can also be made with other specialists and experts from the customer.

The contract itself will still end up being signed by the person in charge who you may never have seen before. Nevertheless, you just have to arouse his interest in your offer and that means that it makes sense to think seriously about the motivation of every single important employee of the potential customer, so that the goods you are offering are interesting for all recipients.

This means that you need to consider not only the strong but also the weak points of your products. For example, you should try to beat your competitors with shorter delivery times, assemblies, or other methods.

And should it look like you are "losing" to competitors who have a similar offer, try to shift the focus of your offer to other areas.

In other words: You have the opportunity to offer something that will surpass your competitors by far and will be much more beneficial for your customers.

3 important tips

In order for your commercial offer to be as effective as possible, you should consider the following points:

  1. In the beginning it is not absolutely necessary to sell as much as possible and as expensive as possible. It can make perfect sense to give in at this particular step in order to be able to achieve the desired goal in the further course.
  2. Before you create a commercial offer, you should not only think about your interests, but above all clarify the question of why it would make sense for your customer to work with you in particular.
  3. Divide your text into an introduction, a main part and a final part.

    Based on the market analysis of the area in which the recipient is active, the introduction should report on the occasion with which you addressed the potential customer.

    In the main part all the advantages of the cooperation between you and the buyer, the description of your products, your prices and basic delivery conditions can be mentioned.

    In the final part, you briefly indicate to the customer what to do if he is interested in your offers.


By and large, that's all I wanted to convey in this article. It only remains to add that in some cases it can be an advantage not to reveal everything to the customer. In this way, the interest of the potential customer is preserved and you get more chances for a personal conversation afterwards.

In the next post we will take a closer look at the creation of commercial offers. In addition, it is explained why your own web design should match the design of the offer and why the company's logo should definitely not be missing.

About the author

In their web and advertising agency, Arthur and Wladimir, as designers, managers and programmers, take care of the general creation of texts, the publication of technical articles such as this article and the implementation of various customer requests and ideas in the areas of logo, Web design and other print and non-print media.

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