Start with the journey
Awareness, consideration, purchase, post-purchase engagement and loyalty explain why the advisor is writing. The six required scenarios sit across this journey; reactivation addresses a break in it. A recommendation answers a use question. A greeting marks a milestone. Neither should accidentally become the other.
Turn CRM into context
Acquisition, engagement, retention and reactivation call for different levels of familiarity. Owned items, explicit interests, time since contact and any stated reason for silence become test variables. An unknown reason stays unknown; a marketing refusal remains a boundary.
Make facts usable
Material, capacity, compartments, carry options, price and care policy form the product evidence. Missing fields are omitted. Price objections use confirmed value and a suitable alternative; care concerns use safe guidance or boutique assessment, without promised fees, timing or outcomes.
Design the failure, too
Each principle should suggest a risk worth testing: invented capacity, a sales pitch inside a birthday greeting, an invitation with fake scarcity, or a repair guarantee. These are design criteria, not a claim that every risk already has sufficient coverage in the current fifty cases.
The source determines what to question. It supplies no real client, purchase or private conversation.
Twenty working principles.
- P01
One person, one reason
Name the advisor, address the client and write for this specific moment.
- P02
Answer the research
Use confirmed material, capacity and price facts to answer the actual question.
- P03
Personalise with evidence
Use stated needs and owned items; segment descriptions are not personal facts.
- P04
Support self-expression
Talk about use and taste, never wealth, status or social superiority.
- P05
Respect attention
Keep the next step small, optional and easy to decline.
- P06
Write for WeChat
Use short, natural sentences. A blessing can end without a sales question.
- P07
Remember the milestone
A birthday or festival is a relationship moment, not a reason to insert a product.
- P08
Treat capacity as a claim
Match the real carry need to supplied capacity; do not invent what fits.
- P09
Listen before advising
Acknowledge a care concern and clarify only what is still unknown.
- P10
Keep care bounded
Use supplied safe-care instructions; assessment replaces remote diagnosis and promises.
- P11
Reconnect gently
Open with a relevant human reason, rather than a launch or an offer.
- P12
Read the silence
Busy, dissatisfied and opted out are different states. Do not assume why someone left.
- P13
No win-back pressure
The first reconnection should not rely on discounts, urgency or repeated chasing.
- P14
Make access meaningful
Explain why an event fits this client, using confirmed arrangements, without fake scarcity.
- P15
Understand the comparison
Acknowledge price concerns; ask what matters only when the input has not already said.
- P16
Explain grounded value
Use supplied material, function and care facts, not invented longevity or lifetime service.
- P17
Offer a suitable alternative
A lower price tier is useful only when it still fits the need. It is not a discount.
- P18
Distinguish self from gift
Do not turn the buyer's preferences into assumptions about an unknown recipient.
- P19
Locate the occasion
Use only supplied festival, city and timing details. Do not invent weather or travel.
- P20
Let silence be a boundary
Produce a draft set for the advisor, not an automated sequence of follow-ups.
Content source
Adapted from the supplied test-case design study (05). The wording is aligned with current PUNTO limits; proposed coverage targets are not presented as measured results.
Read the supplied study · text only