Today, each company that has something to offer do its business with commercial offer (hereinafter - CO). Most often everyone is interested in how to write a CO so that it is not in the trash can, and then the client makes an order after getting acquainted with it. In its structure, the commercial offer is similar to the advertising text, but the volume is slightly larger. Let’s consider in details which obligatory components it should contain in order to attract new clients and to “wake up sleeping ones”.
Topic
The topic, like the title of an article in the media, is usually the first text that the reader can see and read. Often all ends at that point if the title reveals the entire essence of the subsequent message or is not intriguing and does not make a wish to read the continuation. CO topic should “hook up” and force the potential client to forget about all the urgent cases and find time to get acquainted with the text received.
Offer
It should be interesting, if possible, non-standard formulation of the essence of the commercial offer in the introductory paragraph. Do not forget that offer is the “heart” of any commercial proposal. It needs to offer some kind of benefit through the products or services offered by your company.
It’s better not to call to purchase or order something. Describe the benefits, the result of using your services or products, how it will affect the consumer then, tell about the benefits of possible cooperation - this is the right way to success and feedback from the CO.
The narrower and focused on a particular reader solutions that you can offer as an alternative to his/her problems, the greater probability of future cooperation.
Convincing
If the recipient has read to the middle of the letter, then he or she is really interested in your services or offers, or they are extremely needed for him/her, so you “hit the bull’s eye”.
Description of goods or services
In fact, the same mechanisms are used here as in sales texts. As a rule, convincing is based on the description of goods or services with a compulsory emphasis on the benefits and importance of the result. Often, such information is supported by various bonuses, such as discounts for the second unit, interest-free payment for wholesale sales, a gift for a package of ordered services, etc.
Principle of social proof
In order to convince somebody, the effective help is the principle of social proof. These could be comments of well-known people, long-standing customers or indicating the fact that a well-known person uses the services offered.
In addition, it is possible to show your best sides to competitors, substantively explaining the benefits in details. For example, if you offer services and at the same time guarantee their reliability, then how are you different from the rest of small and large firms? If you understand your peculiarity and advantages over others, the uniqueness of services or goods, tell the people about it. Explain what exactly your reliability is. Probably, your services are provided by specialists with international experience in companies with a global name, have high achievements and can share it with clients, or maybe products are manufactured using new technologies, they are environmentally friendly, etc.
Guarantees
Guarantees are another one powerful technique for conviction in CO. They can be as expected (warranty period for equipment, furniture, etc.) as well as unexpected (if something goes wrong, the firm carries out repairs at its own expense, and at the time of repair provides a similar model of equipment, the company after the provision of services at the initial stage of the project accompanies it to the end, etc.).
Details, facts and specific benefits
In order to establish and earn reader’s trust, tell about your company as detailed as possible, but give only facts and specific benefits. Praises are superfluous. It is better when a client sing praises as a result of your cooperation in order to prove your professionalism.
Restriction
Psychologists argue that time limitation stimulates activity. Thus, if you hang an ad near the store that the goods are over, then they necessarily will be more actively bought by even those who have not needed them. Lack of restriction kills more than half of sales. The reason for this is that people simply forget what they were offered among a large stream of information. Limited time for a service at a reduced price, stocks of exhausted goods, a unique set of goods or services in a limited number, etc. activate the buyers and force to pay attention to the offer, because subconsciously people constantly try to save money. However, the term of sales and special offers must be completed on time, otherwise it will testify to the unfairness and dishonesty of your actions and promises.
Call
Another necessary attribute of the proper commercial offer is considered to be the call for specific actions. Most often it is a callback, registration and application on the site, a visit to the sales department, the purchase of goods on the site or in the store, order a test service package or session, etc. It is best to express a call in the form of a verb in imperative with details of further actions or the address of the site, store, office, etc.
Contacts
Contacts must be a mandatory attribute of CO, otherwise, even if you are able to reach a potential customer, he/she will remain potential customer, because the client will not be able to respond to your call and will not know where and how to find you.
P.S.
Postscript (P.S.) is the final and at the same time one of the most important elements of all successful and effective commercial offers. Often, it becomes a powerful motivating lever. The fact is that people often read (after signatures under images and titles) exactly the notes at the end of the text. Therefore, the main offer should be specified briefly in the postscript. Perhaps these few final sentences play a decisive role in attracting a client and a cherished call back.
