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.

The economic benefit from using something usually means additional income (profit) or the receipt of certain benefits that can be translated into additional profit. The economic benefit from the use of natural goods depends on the ability of the enterprise to obtain maximum benefits from the use of natural goods, as well as on the level of prices for natural resources, on the possibility of establishing higher prices for its products and on the redistribution system (taxes, payments, discounts, benefits, bribes and etc.).
The main function of economic benefits is motivational. Making a profit is the main goal of economic activity. This ability of economic benefit to influence the course of economic processes is used to motivate entrepreneurial activity.
Redistribution payments (payments) are a system of withdrawing part of the income from some enterprises and transferring them to others. Typically, this system includes four main elements: the procedure for withdrawing income from donor economic entities; income withdrawal rates; the procedure for transferring collected funds to recipient enterprises; payout rates to recipients.
Redistribution functions indirectly perform restrictive and stimulating functions without violating the self-regulation mechanisms of the economic system.
In the practice of various countries, considerable experience has been accumulated in the use of economic instruments in the management of environmental processes. With all their diversity, they are mainly variants of two main types of impact on the economic interests of business entities: tax, which is a withdrawal of income, and subsidy, which is a direct or indirect transfer of income.
We try to briefly characterize the main types of environmental and economic instruments used in practice.
Tax instruments. According to the encyclopedic definition, “a tax is a compulsory and gratuitous withdrawal of funds carried out by the state or local authorities to finance public expenditures.” There are many different forms of using tax instruments for environmental purposes. In particular, these include:
a tax for solving national or regional environmental problems (examples are the tax for eliminating the consequences of the Chernobyl disaster in Ukraine and municipal resort taxes);
environmental tax on cars (the environmental component is included in the total tax);
environmental tax on air transport flights through the territory of countries (this is a standard measure for international regulations);
environmental tax on specific groups of goods, including pesticides, plastics. containers and packaging, batteries and accumulators, solvents, lubricating oils;
environmental tax" on fuel depending on the presence of harmful components in it - lead, carbon, nitrogen oxides;
utility tax (including compensation for waste disposal costs);
excise tax: an indirect tax on the sale of a certain type of goods not related to the receipt of income by the seller. In fact, the excise tax is the extraction of excess profits that trading organizations can receive. In environmental policy, excise taxes are used to regulate prices for energy resources and mineral raw materials, which contributes to the implementation of energy-saving policies.
It is known that tax cuts are a stimulating tool. The main areas for providing tax benefits can be:; attributed:
tax incentives (VAT, income tax) for the production of environmentally friendly products (cleaning equipment, environmental control means),
tax benefits for the implementation of environmentally oriented activities (waste recycling, landscaping, creation and maintenance of nature reserves, wildlife sanctuaries, national parks, environmental education);
tax benefits for enterprises that produce environmentally friendly products that allow them to replace environmentally unfavorable products (building materials, detergents); ;
tax incentives for environmental investments;
granting the rights to enterprises to include the cost of production and the costs of increasing environmental awareness (tuition fees, purchase of literature).
Customs duties. By definition, they represent a mandatory fee collected by the customs authorities of a country when goods are imported into its territory or exported from this territory and are an integral condition of such import or export. From an environmental point of view, such instruments in relation to duties can be considered:
establishing environmental import duties (increasing customs tariffs) for environmentally unfavorable goods (pesticides, ozone-depleting agents, used cars, detergents),
exemption from import duties (reduction of customs tariffs) for environmental products (environmental equipment, monitoring equipment);
exemption from export duties on products whose export helps to replace material-intensive and energy-intensive products (for example, Russia uses this tool for the export of printed products);
establishment of export duties on products, the production of which is associated with environmental damage (metals, fuel, chemical raw materials).
Payments. By definition, these are monetary or other benefits that an economic entity pays for the resources used, natural benefits and for the opportunity to carry out economic activities. In the environmental sphere, they are the most common form of economic regulation, which is used in one form or another in most countries. These include: ¦ ; ...
land payment; ;.G. ,-... -, ¦¦¦
payment for mineral resources;
payments for forest cutting;
payments for the use of flora and fauna resources;
grazing fees;
payments for hunting and fishing;
entrance fee to the territory of natural parks;
payments for emissions of harmful substances into the atmosphere;
payments for discharges of harmful substances into water sources;
payments for the disposal of solid or liquid waste in the environment;
payments for other types of environmental pollution (noise, electromagnetic, etc.).
Fines. This is a monetary punishment in the form of collecting a certain amount from the offenders; a measure of material impact on legal entities and individuals guilty of violating laws, contracts, and regulations. In relation to the environmental sphere we can name:
international sanctions for violating the terms of international environmental treaties;
fines for non-compliance with environmental legislation within the country;
compensation (including at the international level) for damage caused by one economic entity to another (one country to another country).
Subsidies. These are targeted non-refundable benefits in cash or in kind, provided from the state budget or special state and non-state funds to economic entities. Targeted subsidies in the form of directly provided funds are called direct, and those that are carried out in the form of tax, credit and other benefits are called indirect. In relation to environmental problems they practice:
implementation of environmental programs at both the federal and regional levels (creation of nature reserves, conservation of natural sites, creation of waste disposal facilities);
financing of research and development work on pilot projects (alternative energy sources, environmentally oriented technologies);
financing of international environmental projects (preservation of climate and biological diversity, maintenance of natural sites of international importance);
financing of educational, educational and cultural programs.
Subsidies. These are cash benefits or other types of assistance from government or other sources provided to legal entities or individuals to cover losses or for special purposes. Environmentally oriented subsidies include:
subsidies in agriculture for growing products without the use of pesticides;
bearing part of the risk of promoting the latest types of environmental products to the market;
subsidies to regions of the country or entire states forced to slow down their industrial development in the name of preserving natural landscapes of federal or international importance (for example, the Amazon rainforest).
Grants. These are paid subsidized orders from government or other organizations to carry out scientific research, design and technological developments; funds allocated as charity for financial support of scientific research, scientists, and cultural figures. The main feature of grants is their competitiveness. In order to receive a grant, a legal entity or individual must prove its ability to use the allocated funds with maximum efficiency.
Loans. These are loans in cash or commodity form provided by the lender to the borrower on the basis of repayment, most often with the borrower paying interest for using the loan. The main forms of using credit as a form of managing environmental processes are:
benefits on loan terms; :
. "¦ ""> U". V.M I" -¦ і
interest rate benefits;
" - benefits on lending volumes; ".... , . ". . 1
t - benefits on loan guarantees. "
In a number of countries, environmental banks have been established for lending to environmental programs, or special lines of lending for environmentally oriented activities have been created in ordinary banks.
Payments (compensation) are monetary payments to legal entities or individuals or a system of measures aimed at compensating for various forms of damage associated with environmental violations or the need to incur additional costs to prevent environmental violations. In the practice of environmental management in different countries, one can find various forms of using payments, including:
-payments to enterprises or individuals of compensation for damage caused by environmental pollution (both emergency and permanent);
-payments to countries with a negative balance of transboundary environmental pollution;
-payments to enterprises or the population for “agreeing to tolerate” an environmentally unfavorable or potentially dangerous industrial or other facility in the neighborhood;
-payments to regions or entire countries for lost profits due to the need to preserve the level of their industrial development for the sake of preserving socially necessary natural objects;
- compensation of costs to enterprises engaged in environmentally necessary, but not economically profitable activities (creation and maintenance of protected areas, waste recycling).
Accelerated depreciation is a system of measures that allows you to increase the amount of depreciation funds (the part of income not subject to income tax) in the first years of operation of fixed assets. It is widely used in Japan, Germany and a number of other countries, as it creates economic prerequisites for the accelerated modernization of environmentally oriented fixed assets.
Price instruments. They are defined as a system of measures to influence the economic interests of business entities, the main resulting mechanism of which is a targeted change in the profitability of various types of activities by reducing or increasing prices. There are two areas of application of price instruments - direct price regulation and indirect regulation,
Direct regulation includes:
diversification of prices by time of day (for electricity in order to more uniformly use energy throughout the day);
diversification of consumer prices for natural resources (for example, different tariffs for water consumption for the population and industry);
diversification of prices by consumers for infrastructure services (communications, transport, utilities); can be used to create preferential operating conditions for environmentally oriented enterprises.
Methods of indirect regulation include:
purchases from manufacturers of environmentally friendly products at increased prices (increasing the profitability of producing such products);
reduction in prices for environmentally unfavorable products (decrease in the profitability of their production);
creating price guarantees for solving environmental problems that arise at various stages of the product life cycle (for example, using deposit prices for containers, including the cost of recycling in the price of plastic utensils).
Environmental insurance. This term refers to the creation of reserve funds (insurance funds) at the expense of the funds of economic entities, intended to compensate for damage from the impact on
costs of field development (field preparation, creation of infrastructure necessary for operation),
costs of extracting natural resources and preparing them for use (enrichment, transportation),
costs for the formation of related infrastructure and auxiliary goods (in particular, recreational resources),
costs of reproduction of natural resources that can be fully or partially reproduced (soils, plant and animal resources),
reclamation costs (restoration of disturbed landscapes and environmental quality).
The resource approach is used in cases when faced with a shortage of a natural resource, its quantitative limitation, and also when there is a problem of choosing one of several interchangeable resources. This approach is based on taking into account the consumer properties of various natural resources. From this point of view, the value of a natural good or the economic assessment of its substitutability (an alternative approach) is of interest.
Table 5.1 summarizes the basic indicators used in different countries for the economic assessment of natural resources. Currently, only a small part of the above indicators is used in domestic practice, however, it can be assumed that over time these indicators will be more and more fully included in the system of economic calculation indicators as equal components.
Table 5.1
Indicators of economic assessment of natural resources Type of natural resource Cost approach Resource approach 1 2 3 Land (agricultural)
I - Costs of involvement Cost areas:
land development;
reclamation;
earth protection;
increasing fertility - Profitability of land.
Initial indicators."
reference profitability of 1 hectare;
land quality;
location;
environmental cleanliness;
compensation costs (costs of compensation in case of land seizure)
Continuation of Table 5.1
1 2 3 Land (non-agricultural purposes) Landscaping costs
Directions of costs: - engineering arrangement; -communications;
- other infrastructure facilities; -development of scientific and socio-cultural potentials - Profitability of land: Initial indicators:
absolute rent;
location; - profitability of commercial use; - job security,
environmental cleanliness;
housing prices Mineral deposits
¦":
"V ¦ ^ " : ..¦¦"
...If. ". I. - Development costs
Cost areas:
-search and evaluation of deposits;
exploration and production;
formation of infrastructure,
construction and operation of engineering structures - Value of deposits. Initial indicators:
type of fossil;
average content of useful component;
thickness of deposits,
ease of use;
industry average price;
discount rate;
market conditions;
Risk assessment Forest (timber)
¦ ". Ґі і. ¦*" Reproduction costs, g Directions of costs: b
forest planting; 1
forest reclamation works;
sanitary cuttings; forest monitoring
...i-",.; ..”;.:,.“¦ ,.f. ^ - Income from commercial products.
Baseline indicators;
tree species;
age of trees;
forest reserves;
wood prices; ,
by-products;
provision of infrastructure;
environmental factors;
location Recreational resources
і"-"-Л - Reproduction costs Directions of costs:
reproduction,
resource protection;
control and analysis;
current expenses;
creation of infrastructure and related products - Effect of use
Initial indicators:
the effect of recreation;
desire to pay;
income from the sale of related products;
closing costs to compensate for the lack of resources;
recreational costs by other means

See benefits... Dictionary of Russian synonyms and similar expressions. under. ed. N. Abramova, M.: Russian Dictionaries, 1999. benefit profit, benefit, profit, revenue, income; calculation, advantage, interest, self-interest, show-off, meaning, profit, plus, advance,... ... Synonym dictionary

BENEFIT, profitable, see gain. Dahl's Explanatory Dictionary. IN AND. Dahl. 1863 1866 … Dahl's Explanatory Dictionary

Acquisition, profit, additional income. Dictionary of business terms. Akademik.ru. 2001 ... Dictionary of business terms

BENEFIT, benefits, wives. Profit, benefit derived from something, advantage, interest (usually material). Collective farming provides many benefits. There is no benefit to buying cheap clothes. This is not to my advantage (it is not to my advantage). Have,… … Ushakov's Explanatory Dictionary

BENEFIT, s, women. Benefit, advantage. Get many benefits. Think about your benefit. Ozhegov's explanatory dictionary. S.I. Ozhegov, N.Yu. Shvedova. 1949 1992 … Ozhegov's Explanatory Dictionary

See Benefit (Source: “Aphorisms from around the world. Encyclopedia of Wisdom.” www.foxdesign.ru) ... Consolidated encyclopedia of aphorisms

Obtaining certain benefits, additional income, profit. Raizberg B.A., Lozovsky L.Sh., Starodubtseva E.B.. Modern economic dictionary. 2nd ed., rev. M.: INFRA M. 479 p.. 1999 ... Economic dictionary

benefit- Obtaining certain benefits, additional income, profit. Topics: accounting... Technical Translator's Guide

Benefit: Benefit is some kind of profit or benefit. In Belarus, Vygoda is a village in the Dyatlovsky district of the Grodno region. Vygoda village in Kobrin district, Brest region. Ukraine Vinnytsia region Vygoda village, Kryzhopolsky... ... Wikipedia

benefit- great benefit great benefit major benefit maximum benefit greatest benefit considerable benefit huge benefit direct benefit solid benefit... Dictionary of Russian Idioms

Books

• Me and my 100,000 debtors. Life of a white collector, Andrey Pautov. Does the word 171;collector 187; cause you rejection and even fear? But in vain! Andrey Pautov in his book 171; Me and my 100,000 debtors 187; talks about this profession honestly and directly.…
• Me and my 100,000 debtors The life of a white collector, Pautov A.. Does the word “collector” cause you rejection, and even fear? But in vain! Andrey Pautov in his book “Me and My 100,000 Debtors” talks about this profession honestly and directly. The author and his company"…

At the stage of product presentation, we provide the client with information about the product, demonstrate it and argue the benefits of the purchase. An effective presentation significantly increases the likelihood of making a purchase and is a key point in communicating with the client.

Presentation rules

1. Link “Characteristic-Advantage-Benefit”

The advantage of this method of presentation is that your client gets a complete understanding of the properties of the product and how it will help solve their particular problem.

Characteristic- an objective property of an object, its inherent quality, design feature. Answers the question “what is this? What is in the object?

Advantage- operating principle of the characteristic. Answers the question “How does it work?”

Benefit- an explanation of how the item solves the client's problem. When describing a benefit, try to use the same words and expressions that the client used when describing his need. Answers the client’s question: “Why do I need this?”

HPV example:

Cream "Beauty-K"»contains hyaluronic acid(X) which perfectly retains moisture in the skin(P) , which means your skin will look fresh and elastic(IN) .

This multicooker has a special two-layer coating (X), which is more durable and scratch resistant (P), which means that it will serve you for a long time (IN).

2. The presentation should not be long

If the salesperson talks for too long, the client gets tired and his attention wanders. Break the information into blocks, and in between, ask the client additional questions, let’s try/touch the product. This way, you will constantly involve the client in the conversation and maintain his interest.

3. Keep it simple

Try to replace complex terms with simpler words, and avoid excessive use of professionalism in speech. Your main task is to explain to the client the benefits of the product, and not to show off your knowledge of terminology.

4. Let me try the product

Offer to try on the product, touch it, try out a demo version, if possible. A client’s personal positive experience is one of the most powerful incentives to purchase.

5. Belief in the product

Finally, your personal attitude towards the product should be positive. If the seller is not loyal to the product, he cannot confidently present it and certainly cannot handle objections efficiently. And vice versa, if the seller is confident in the advantages of the product, this is noticeable in his intonation, gestures, and facial expressions. And this is also a factor influencing the buyer’s purchasing decision.

Healthy

If your employees need training to develop skills in presenting goods and services, then you can order our branded one. In it, we analyze both classic techniques for presenting goods and original ones. We study the stages of product presentation and the most common mistakes of sellers.