Presentation, CPV chain

There are three languages ​​when communicating with a client:

1.Language of characteristics (facts)

2.Language of benefits

3.Language of benefits (benefits for the client)

Characteristics– describe facts, data, properties of the product. Any product or service has characteristics. Characteristics are always tangible, tangible and visible properties of a product, something that can be touched. These characteristics are the same for everyone; if the product is standardized, it is quite difficult to differ from competitors. But it’s impossible without him.

Advantages - show how products, services or their features can be used by or help the buyer. These are performance characteristics that arise from the physical properties of the product. How does this product differ from others that are more or less similar to this one? How does your product differ from competitors' products?

Benefits– show how products or services satisfy explicit needs expressed by the buyer. Benefits are the interests of the client. This is the answer to his most important question: “Why do I need this?” Of course, it's great if you tell the client about all the characteristics and benefits of the product, but if you don't answer his question about the benefits, there may not be a sale. The benefits must be tangible for the client, he must clearly imagine them and know that he will receive them. There is a benefit for everyone. Some people buy a car to drive, some to make money, some for prestige. Each has its own benefit.

BUT! If you speak exclusively in terms of benefit for the client, this will cause him acute indignation at the unfoundedness of your statements!Thus, talking to a client in one of the three languages ​​separately - words of objective characteristics, words of advantages or words of benefits - does not give the result that we, as sellers, would like to achieve.

The CPV chain works in an elementary way:

Naming an objective characteristic, we lay the foundation of accurate facts and trust between the client and us.

Naming an advantage, we lead the client to the thought we need, describing the advantage of the characteristic, and at the same time set him up for a certain train of thought.

Speaking about benefits, benefits that the client will receive, we provide him with the opportunity to anticipate the satisfaction of his desires and needs.

Table of HPV influence on sales

Name	Definition	Impact on small sales	Impact on major sales
Characteristics	Describe facts, data, properties of the product	Slightly positive	Neutral or slightly negative
Advantages	Shows how products, services, or their features can be used or assisted by the buyer	Positive	Slightly positive
Benefits	Shows how products or services satisfy an explicit need expressed by the buyer	Extremely positive	Extremely positive

Why use the benefits and benefits?

Advantages- this is how your product (service) differs from a competitor’s product (service) for the better. Cheaper, more beautiful, lighter, more original - all these are the advantages of the product.

Benefits- this is how the client can profitably use the advantages of your product. Unfortunately, most sellers completely ignore the benefits. For some reason they believe that the client will figure out how to use your product to his advantage.

Golden rule of sales – communication with the client should be conducted in his language, from the point of view of his benefit, and not be limited to just listing the advantages of your offer or your company.

Main BENEFIT criteria:

Money (cost savings).

The benefit is that the client saves his money when working with you. What are the benefits of saving? The fact is that with the money saved, the client can buy a gift for a loved one or himself. Show and tell benefits as much as possible.

Time (saving time).

For example: your technology reduces the production cycle by half, or you have a fast delivery speed that will allow the client to use the product tomorrow or even today, and not in a week.

Image (prestige).

For example, your offer enhances or maintains the social status of the client and the company in a special way.

Safety.

For example, your product has safety features that will benefit the health, customer well-being, or company well-being.

Example:

Let's assume that there is a certain industrial equipment manufacturer that sells machine tools. In addition, he conducts training on his machines, since the equipment is professional and not all clients can immediately understand it. What would the benefits and advantages look like in this situation?

Advantages: We provide training on the use of our machines.

Benefits: thanks to free training you will save 10,000 UAH on relevant courses. In addition, since we will tell you about the 10 most common mistakes when using our machines, on average you will save on repairs from 50,000 UAH.

How to determine benefits and advantages?

1. First, write down as many characteristics as possible related to your product.

2. Then highlight the advantages that differ for the better from the advantages of the competitor (the competitor is more expensive/worse/simply not present)

3. Take the resulting list of benefits and think about how using these benefits will benefit the client.

4. Come up with as many ways as possible in which the customer will benefit from using a single benefit of your product.

5. Do this circuit from the very beginning with all the advantages.

6. As a result, you will receive a list that will contain the advantages and benefits of your product or service.

How to use the benefits and benefits?

There are 2 ways: right and wrong!

Wrong way.

Typically, managers in their work with clients use only advantages - since they are obvious. This is the wrong approach, since in this case the work of determining benefits falls on the shoulders of the client. Do you think he will think about it if there is your competitor nearby who will explain everything?

The right way.

The work uses a CPV chain. We give the client an advantage and develop it to his advantage.

Example: For every machine purchased from us, we provide 2-day training courses for 2 machine operators. You will not only save 10,000 UAH that you would have to pay for training if you bought machines elsewhere, but you will also learn about the 10 most important mistakes of operators that lead to machine breakdowns. According to our statistics, this will allow you to save you an additional 50,000 UAH for the first year of use.

You took the advantage (free training), developed it into a benefit (money saved, less machine downtime since there will be no repairs) and supplemented it with facts (specific numbers).

Remember that different buyers often want different benefits from the same products. For example, one wants to buy a watch to know the time, and another because it can be a jewel. Do not forget also that the advantage is ANY difference between this product and its analogues. For example, in the considered example with seats, two versions are possible, with and without electric drive. The advantages of the electric drive are ease of operation and prestige. The advantages of the conventional one are relatively higher reliability and lower price.

Thus, in your negotiations with customers, you will often need to present different benefits of the same products, and also focus on the benefits of the product, and not just on its properties. Different customers may have different requirements for the same product. We must not forget that we must determine what benefit the customer wants to receive from our products.

What factors guide the end consumer when choosing one or another brand of product?

Price

Quality

By seller's reputation

Investing money

Life time

Out of pride or vanity

By competitiveness

Because of the design

Out of habit

How can your customers (wholesalers and retailers) benefit from our products or services?

Profit

Prestige

Presentable appearance of the product in the store

Development of your business

Undoubtedly, profit- the most common benefit. We will look at this separately. Profit is the simplest and most reliable benefit that a customer can receive. Sooner or later, the buyer will ask you why he should choose your product. Therefore, we must convince him that by purchasing our products, he will receive greater profits than from competitors' products. Let's analyze the word PROFIT. How is profit generated in retail trade?

In retail trade, profit is generated from the fact that a product is bought at one price and sold at a higher price. Many people think that the greater the price difference, the greater the profit. To some extent this is true, but not entirely. Let's imagine that you are a dealer selling cars to wealthy customers. Would you like to buy a Rolls-Royce for $500,000 and sell it with a 20% markup, or buy a Lanos for $10,000 and sell it with a 20% markup? Of course Rolls-Royce. Of course, products that are more expensive are more profitable, but expensive products are almost always sold in smaller quantities than cheap ones.

Now let's look at profit from the other side.

Let's say you are a retailer who buys chocolate in a specific package. You want to order 2000 packages. Two competing wholesalers offer you similar packages at the same price. Until now, nothing allows us to make a choice. But, if you take a product from one wholesaler and it will be sold in 3 weeks, chocolate from another will be sold in 4 weeks. Which wholesaler will you buy chocolate from? Of course, the first one, because its products turn over faster and are therefore more profitable.

So, profit in trading depends on:

Product cost

Your own markup

Turnover rates

These factors should be given importance if you want to get ahead of your competitor by making a profit from your products.

There are three languages ​​in communication with the client:
Language of Characteristics (facts)
Language Benefits
Language of Benefits (benefits for the client)
Characteristics - describe the facts, data, properties of the product.
Any product or service has characteristics. Characteristics of this
always tangible, tangible and visible properties of the product, what
you can touch it. These characteristics are the same for everyone if the product
standardized, it is difficult to differentiate from competitors at this point. But
It’s impossible without him.

The language of the characteristics cannot be refuted - Green felt-tip pen, diameter
rod - 5 mm. Everything is checked. There is nothing to argue with. To the one who is like this
He says you can trust him, but... I don’t want to, because there’s no interest. Yes, conversation
exclusively in the language of characteristics - accurate, beyond doubt, but
boring for the client. "So what if your phone database contains 3000 people
those who checked “Restaurants, clubs, cinema” indicating their consumer interests?!”

Benefits show how products, services or their
characteristics can be used or assisted by the buyer.
These are performance characteristics that arise from the physical
product properties. How does this product differ from another, more or less?
less like this? How is your product different from other products?
competitors?
We understand the world based on constant comparisons and often turn to language
benefits. Big, small, cheap, bright, convenient, and so on. All these
epithets are subjective, they are reliable only when compared with something else.
For everyday life, not related to sales, among people there is such a thing:
called consistent reality, when standards (what we compare with)
are implied, but not explicit.
Therefore, if you risk speaking
in the language of advantages, you appeal to different
realities that exist for you and your
client, to different pictures of the world.
You do not pronounce the standard and thereby
encourage the client to think for himself..

Benefits show how products or services satisfy explicit
needs expressed by the buyer. Benefits are interests
client. This is the answer to his most important question: “Why do I need this?”
Of course, it's great if you tell the client about everything
characteristics and benefits of the product, but if you do not answer
his question is about benefits, there may not be a sale. There must be benefits
tangible for the client, he must clearly imagine them and know that
will receive them. There is a benefit for everyone. Someone buys a car
in order to travel, some for earnings, some for prestige.
Each has its own benefit.
BUT,
If you speak exclusively in tongue
benefits for the client, it will cause him acute
indignation at the unfoundedness of your statements.
"You will earn a lot of money from this,
you will attract additional clients,
you will save time..." It sounds nice, but...
But I can’t believe it because everyone says so.
Hence the rule inside the client:
"If they tell you that the purchase is profitable,
but offer no hard evidence
That means they're selling junk."

Thus, a conversation with a client on any of the three
languages ​​separately - in objective words
characteristics, words of advantages or words of benefits -
does not give the result that we, as sellers, wanted
would achieve.
Only a combination, joint application of characteristics,
advantages and benefits makes our speech the most
convincing!
It works, quite simply:
By naming an objective characteristic, we lay down
the foundation of accurate facts and trust between the client and us.
By naming the advantage, we lead the client to what we need
thoughts, describing the advantage of the characteristic, and at the same time
We set him up for a certain train of thought.
Speaking about the benefits (benefits) that the client will receive, we
We give him the opportunity to anticipate his satisfaction

CPV table
Impact on sales
Name
Definition
Influence at
small sales
Influence at
large sales
Characteristics
Describe facts, data, properties
product
Slightly
positive
Neutral or
slightly negative
Advantages
Show how products, services or their
Characteristics can be used
buyer or help him
Positive
Slightly
positive
Show how products or services
satisfy obvious needs,
expressed by the buyer
Extremely
positive
Extremely
positive
Benefits

WHY SHOULD YOU USE THE BENEFITS?
AND THE BENEFITS?
If your product is exclusive, then there is no point in describing it
characteristics. Those who need it will do anything to
get it. But if your product is not 2 times cheaper, it is not exclusive
and not fashionable, then the buyer needs to be told WHY he should spend
your money. WHAT will he get from the acquisition?
ADVANTAGES
Advantages are what makes your product (service) different from
competitor's product (service) for the better. Cheaper, more beautiful,
lighter, more original - all these are advantages of the product.
BENEFITS
Benefits are how the client can benefit from
take advantage of the benefits of your product. Unfortunately,
most sellers completely ignore the benefits. For some reason they believe that the client himself will figure out how to benefit himself
use your product.

The golden rule of sales is that communication with the client should be conducted in his language,
from the point of view of its benefits, and not be limited to just listing
the benefits of your offer or your company.
Main criteria for BENEFITS
Money (cost savings).
The benefit is that the client saves his money when working with you.
What are the benefits of saving? The fact is that with the money saved the client can buy
a gift for a loved one or yourself. Show and disclose benefits to the extent that
as much as possible.
Time (saving time).
For example: Your technology reduces the production cycle by half, or your
fast delivery speed, which will allow the client to use the product already
tomorrow or even today, not in a week.
Image (prestige). For example, your offer in a special way increases or
maintains the social status of the client and the company.
Safety. For example, your products have features in terms of
safety, which will have a beneficial effect on the health, well-being of the client or
well-being of the company.

10.

EXAMPLE
Suppose there is a certain manufacturer of industrial equipment,
who sells machines. In addition, it provides training on its machines,
since the equipment is professional and not all clients can use it immediately
figure out. What would the benefits and benefits look like in this situation?
Benefits: We provide free training on how to use our
machine tools
Benefits: thanks to free training you will save 100,000 rubles on
relevant courses. In addition, since we will tell you about the 10 most
common mistakes when using our machines, on average you
save on repairs from 500,000 rubles.
As you can see, in the benefits we cover the topic of what benefits the client will receive,
taking advantage of the advantage (free training).
Do you think the client in this situation would be able to guess for himself that the absence
training could result in colossal losses for repairs? Did the client know
that in other companies training is provided, but only on a paid basis and
Surely no one talks about operator errors? It's unlikely that the client is all this
could have known. There are things that are obvious to the seller, but not visible to the buyer -
because he is not a professional.

11.

HOW TO DETERMINE BENEFITS AND ADVANTAGES?
1. First write as many characteristics as possible,
related to your product.
2. Then highlight the benefits that are for the better.
differ from the advantages of a competitor (the competitor is more expensive/
worse / or simply not).
3. Take the resulting list of benefits and think about
what BENEFIT will the client benefit from using these
advantages?
4. Come up with as many options as possible in which the client
will benefit from using a single
the benefits of your product.
5. Do this circuit from the very beginning with all the advantages.
As a result, you will receive a list containing the benefits and
benefits of your product or service.

12.

HOW TO USE THE BENEFITS AND ADVANTAGES?
There are 2 ways: right and wrong.
Wrong way. Typically managers in their work with clients
they use only the advantages - since they are obvious. This is incorrect
approach, since in this case the work of determining benefits falls on
client's shoulders. Do you think he will think about it if yours is nearby?
a competitor who will explain everything?
The right way. The work uses a CPV chain. We give the client
advantage and develop it to your advantage.
EXAMPLE: We provide 2-day courses for each machine purchased from us
training for 2 machine operators. You will not only save 100,000 rubles,
which you would have to pay for training if you bought the machines in
elsewhere, but you will also learn about the 10 most important mistakes of operators that
lead to machine failure. According to our statistics, this will allow you
save up to an additional 500,000 in the first year of use.
You used the advantage (free training), developed it to your advantage
(money saved, less machine downtime since there will be no
repair) and supplemented with facts (specific figures).

13.

Thus,
in any negotiations,
when we want to persuade a person to our
point of view
(and this is the goal of any negotiations)
must be adhered to
CPV chains.

14.

Thank you for attention
Prepared
Kushnerik A.D.

Finally, we have found time, and we can continue the series of articles about the stages of writing a selling text. Today we will talk about what benefits and benefits are in a sales text and how to use them correctly. But first, let's remember the previous stages:

Now we need to make sure that a person sees a certain benefit for himself. We need a selling text that will tell the reader “Boy, I’m incredibly useful to you.” If we succeed in doing this (and we will succeed), then the reader will be ours.

Four conditions for creating benefits in a sales text

The reader, not you. It is important to remember that the benefits should be directed exclusively towards the reader. Solve his problems, rather than praise a product or service. Let's explain:

Wrong:

We make good cars

Our staff is constantly growing

Right:

You will buy a good car

You are placing an order with a successful and growing company

A clean apartment and quick cleaning, not a modern vacuum cleaner. The benefit for the buyer is not that your vacuum cleaner is more powerful and beautiful. Yes, it's important, but that's not all. The reader needs real benefits for myself, which he can retrieve after purchasing a vacuum cleaner.

Wrong:

Our vacuum cleaner is the most powerful on the market

Our vacuum cleaner is the lightest on the market

Right:

Our vacuum cleaner is the most powerful on the market, so you will clean your apartment in 20 minutes less and 1.7 times cleaner

Our vacuum cleaner is the lightest on the market, so you won't get tired moving it around the house

Facts, not chatter. Each benefit must be based on facts, evidence or figures. If you write that cleaning the apartment will happen faster, but do not justify the reason, this is an empty benefit. In this case, the selling text simply will not work at full strength.

Know your client and their needs. A very, very standard problem: authors often simply do not know the desires of the target audience for whom the text is being written. For example, there is no point in using the “low price” benefit if you are selling luxury services. This target audience does not fall for a low price; its benefit lies in the uniqueness and high cost of the service; such clients want to stand out and not look like a cheapskate.

Or, for example, you are selling a kit for handmade crafts and promise that this kit will save your work time by 30%. But your clients don’t need this at all - on the contrary, they like to tinker with crafts all evening. Time is not a relevant factor for them.

Remember, 2-3 strong gains are better than 7-10 mediocre ones. Don’t waste time on trifles, focus clearly on the needs of your target audience.

The Ideal Framework for Creating Customer Benefits

In order to select the right benefits in a sales text and correctly describe them, you need to rely on three introductory ones:

• Description of the properties and principles of operation of a product or service
• Features of your product or service
• Benefits of the product or service for the client

This is the optimal set for preparing benefit text that can be used in any selling text: in a commercial offer, marketing kit, Landing Page, and so on.

Let us show you how it works in practice:

Now we just need to list each of the benefits:

The cost of the “content strategy for the site” service (description) includes writing posts for social networks (opportunities). This is beneficial in that soon interested users will begin to join your group, who will also be target clients (benefit).

This is a voluminous example of benefits, but shortened versions can also be given. Just a list. The main thing is not to forget about the magic “therefore”:

We offer this and that. We do this and that. THAT'S WHY you get something.

Types of benefits in sales text

Direct benefits. The most obvious benefits of using something. For example, if you are selling a large TV, its most obvious selling point will be the screen size. The buyer will be able to play their favorite games on the console or enjoy watching their favorite movies with even greater immersion.

Indirect benefits. These include benefits that usually remain in the background. If we take the same TV, then we can mention a long warranty, less “gluttonous” energy consumption, or a special screen coating that gives the picture realism.

Hidden benefits. They are usually not talked about, but always thought about. In the case of TV, the advantage will be status, the opportunity to show “I am more successful than Ivanov.” Buyers, I repeat, will not say this themselves, but a good author should always rely on hidden benefits.

And finally, I’ll say something that worries people most often:

Saving (time, effort, money)

Growth (wealth, health, respect)

Change (career, status, attitude)

Loss (excess weight, negative experiences, bad habits)

Improvement (internal state, relationships, skills and personal qualities)

Stability (in the family, in communication, in work)

Selling text cannot be written based on assumptions and guesses. Before you start writing, a tremendous amount of work is done, which often takes more time than writing the text itself.

The more accurately and deeply you conduct the research, the more data you will have to compose effective sales text.

Your selling texts are read by your clients. Therefore, before starting work, you need to think very carefully and productively about your future readers.

In this article we will analyze the tasks, problems and benefits of clients, which should always be taken into account before starting to write a text.

The article consists of three parts:

1. First, we will analyze the tasks, problems and benefits separately and divide them into groups.

2. After that, we’ll use an example to see how to work with this data.

3. And at the end you will receive a small roadmap for studying your client.

Let's get started. In order.

Client tasks

Customers make purchasing decisions when they are faced with a specific problem that needs to be solved.

These tasks are divided into three types.

1. Functional tasks

When clients want to complete a specific task or find a way out of a current situation.

• Install winter tires on a car
• Lose weight by 5 kg
• Clear the path in front of the house of snow

2. Social objectives

These are tasks that are associated with the formation of a person’s image in the eyes of others.

• Look good in your environment
• Gain influence from the right people
• Receive special status in a certain circle of people

3. Emotional tasks

These are tasks that clients want to perform in order to achieve a certain emotional state: calm, safety, joy, etc.

• Make sure your investment is safe (peace of mind)
• Equip the house with CCTV cameras and alarms (security)
• Give someone something they have been dreaming about for a long time (joy)

Importance of the task

Not all tasks are equally important to the client. Some he needs to solve right now, others are postponed “to tomorrow”, and the rest (not so important) - they can be solved later or not solved at all.

Consider the context

Client tasks often depend on the context in which they are performed. Sometimes the context itself imposes not always convenient restrictions. For example, customers use their phones differently on a train than when driving a car. And going to the cinema with children or friends is very different from going to the cinema with your loved one.

Client problems

This is everything that the client cares about before, during and after completing the task. Or it just prevents you from doing it. This also includes the risks of an unsuccessful outcome associated with the possibility of failure to complete a task (or its poor performance).

Typically there are three types of customer problems:

1. Undesirable results

• Functional problems - the solution does not work or works poorly
• Social problems - when I do this, I look bad in the eyes of others
• Emotional problems - when I do this I feel bad

2. Obstacles

These are factors that prevent the client from starting a task or slow down its completion.

• I don't have enough time to complete this task neatly and correctly
• I don't have money to buy this solution
• To solve this problem, you need to know programming languages

3. Risks

Possibility of an undesirable outcome is something that can go wrong or create negative consequences.

• I may lose the trust of my partners if I do this...
• There is a possibility of losing money if I make this decision...
• Perhaps for me this solution is a waste of time and money

Severity of the problem

If clients' tasks are important or unimportant, then the problems can be severe or moderate.

Client benefits

Benefits are divided into four categories based on results and benefits.

1. Necessary benefit

This is a property without which the solution will not work.

For example, when buying a smartphone, a client expects that it will at least be possible to make a call.

2. Expected benefit

These are significant benefits that the client expects to receive, although in principle they can often be dispensed with.

For example, buyingiPhonethe customer expects it to be comfortable and stylish, just like the company's other productsApple.

3. Desired benefit

This is a benefit that goes beyond the client's expectations and which he would not refuse.

For example, it is desirable that the newiPhonewas compatible with other devices.

4. Unexpected benefit

This is an advantage that the client is not aware of. Until Apple introduced touch screens and the App Store launched, no one suspected that they could be part of a phone.

Significance of benefit

The benefits are also assessed by the client as serious and moderate.

What to do about it: let’s look at an example

This is where the second part of the article begins.

We have given characteristics and options for clients' tasks, problems and benefits. Now everything seems complicated, so let's look at it using a specific example.

Let's imagine that we need to write a sales text for the Stroika company. The name of the company was invented as an example - all similarities with a real business are coincidental.

The company wants to sell the service “Construction of cottages”. To do this, it was decided to write a commercial proposal that would be sent to potential clients.

Before writing the text, you need to study the potential client - to whom this CP will be sent.

We define the client’s tasks

A potential client always has a task, and more than one. All of them are divided into types and degrees of importance. But there is always one main task, from which an effective selling text is built.

In the case of our example, the client has a task - to build a cottage. And now he chooses a company to which he will give money in exchange for construction services.

Let's make a list of client tasks and divide them by type.

Functional tasks- build a comfortable cottage for living

Social task- build a cottage that will look richer than others in my area (+ to client status)

Emotional challenge- make sure of the reliability of the construction company (be calm about the budget), install an alarm system in the cottage (security).

To make everything systematic and convenient, let's record the data in a table.

We identify client problems

Problems are what worries the client before, during and after solving the problem, as well as the risks that the client wants to avoid.

Undesirable result- the cottage is not completed or built poorly (cheap materials, the roof leaks, the walls and windows whistle from the wind, etc.)

Obstacles- there is not enough money to build such a cottage

Risk- if the cottage is not built before the New Year, you may have to increase the budget, since materials will become more expensive in the new year. That is, I will lose money.

We supplement the table

We determine the client's benefits

These are the results and benefits that the customer wants to receive when making a purchasing decision.

Necessary benefit - a built cottage in which you can live comfortably.

Expected benefit - cottage in an area with convenient infrastructure and adequate neighbors.

Desired benefit - cottage on the lake or with a pool in the yard

Unexpected benefit - additional plot of land adjacent to the cottage.

We supplement our table

In fact, there should be much more tasks, problems and benefits before copywriting and writing texts. The longer the list, the better for the future text.

For the purposes of this article, we limited ourselves to a few options so as not to make this a long book that you will never finish reading.

Therefore, every time you fill out these lists, dig as deep as possible and work through each item in more detail.

Determining what's important

Now let's highlight the important points in the table in red, medium importance in orange and less important in green.

We need this in order to understand what to start from in the process of writing a commercial proposal.

Now from this table we will make a single list with all the items in order of importance from top to bottom.

We close each item

We have points (tasks, problems and benefits) that need to be reflected and closed in the text.

Our fictional company "Stroyka" does this as follows:

The client wants a cottage- we build cottages.

Wants quickly- we build cottages in a maximum of 6 months.

High quality so that walls and windows don’t whistle- we give a quality guarantee and state it in the contract.

Stay within budget so that the price does not increase in the process- we calculate the cost of materials at the start and purchase everything right away, so even if the price of materials increases, it will not affect the budget in any way.

In an area with convenient infrastructure and adequate neighbors- the client can choose the area for construction and, if desired, meet future neighbors.

So that the construction company can be trusted- we have reviews, letters of gratitude, reports from previous projects and customer contacts who can talk about our work.

To make the house stand out among others in the area- at the design stage, the client will see what the cottage will look like after the work is completed. If desired, together with designers and engineers, he can adjust individual aspects inside and outside the cottage.

Install an alarm or other security systems- we offer three cottage protection options to choose from. The client can choose any one depending on his preferences.

Lakeside or with a pool in the yard- we do not have a place for construction on the shore of the lake, but we can design and install a pool in the courtyard of your cottage.

Additional plot of land- if the client wants an additional plot of land near his cottage, this can be discussed at the stage of creating the project.

This is similar to handling objections.

Now we have enough information to write text.

Let's start creating text

We remember that it is important to reflect the main benefits at the beginning of the text so that the potential client understands that this offer is beneficial for him.

We suggest this headline

This is the first option that came to mind. Naturally, it may change in the process of further research. This is just a draft.

The main thing is that we reflected 4 important points from our list in the title

In this article we will not describe each of them. I'm sure you already understand the train of thought - close all the items on the list.

Conclusions + step-by-step instructions

Let's summarize and write down the main actions

• Determine who your client is
• Study the client's tasks
• Study the client's problems
• Explore customer benefits
• Determine the importance of each item
• Make a list of items in descending order of importance.
• Start from a list when creating text

At the same time, first cover the most important points for the client, smoothly moving on to the less important ones.

Researching clients before writing is interesting, useful and profitable. How deeply you work through the objectives, problems and benefits will determine how effective the text will be. This should be the price for writing articles.

Try it. You can do it. Good luck.

P . S . If you have any questions, comments or ideas for future articles, leave them in the comments. We will be grateful and will definitely consider it.

Accounting