Especially for our readers, I have prepared samples of literate commercial offers, which can be downloaded in Word. So if you were looking for examples of a commercial proposal, then you came to the address

Hello dear friends. Alexander Berezhnov is with you and today we will analyze in detail the issue of writing a commercial proposal.

For several years of running entrepreneurial activity I have had to draw up a commercial proposal more than once, and friends from time to time turn to me for help in compiling a selling and effective commercial offer.

The article will discuss the topics of design and content of a commercial offer, the psychology of the client's perception of your commercial offer, as well as personal chips and developments with explanations.

Let's start friends!

1. General recommendations for writing a selling commercial offer

This article-instruction for drawing up a commercial proposal will contain a maximum of practical advice with clear examples. At the end of your acquaintance with it, you will have a ready-made system for writing a CP, which will not take more than 30 minutes of your time.

No water, no bullshit. Go!

Practice shows that “cold” commercial offers no longer work, especially if they are sent in the form of spam without prior notice to the potential client.

Therefore, “warm” commercial offers work. By analogy with "cold" and "warm" calls.

Further, we will talk about compiling exactly “warm” CPs, since I see no reason to send out the same information to everyone. Indeed, in this case, you are not only not familiar with the person to whom you are sending it, but also do not take into account the specifics of the activities of your potential client’s company.

Formulation and structure of the commercial offer

The CP is drawn up in one page, in some cases - a maximum of two. With the right approach, the whole essence of your offer, including the benefits of the client, brief information about the company and contacts, can be placed on just one sheet.

Today, people, especially entrepreneurs or officials (commercial offers are mainly drawn up for them) do not have a lot of time and are unlikely to read more than 2 sheets of A4 paper.

If we are talking about a classic good commercial offer, then it looks like this (from top to bottom):

• a cap;
• title;
• main part;
• contacts.

Your CP must have a hat with the company logo or symbol(picture) of the item you are selling.

Sometimes people ask me if it's worth making a sales pitch that stands out, for example, using colored paper(if this is a physical version) or bright colors and outrageous pictures (for an electronic version).

There is no single answer here.

You can divide your customers into two groups, one send a bright and eye-catching CP, and the other a regular one and look at the response. Here it is worth considering that any conclusions can be drawn only by sending a large number of commercial offers, for example, 50 or 100 to each group of your potential clients. Otherwise, your statistics will be heavily blurred.

2. 5 simple steps for compiling an effective commercial offer on the example of selling advertising services of the electronic business magazine HiterBober.ru

In order to see in practice how a commercial offer is made, I decided to write it for our electronic business magazine HiterBober.ru which you are reading now.

At the same time, you will be able to follow the steps of how the CP is compiled. There will also be illustrations and explanations.

An important condition that must be met before starting to draw up a CP is an established warm contact with your potential client. That is, you must know in advance which company you will send the CV to and what is the name of your addressee.

Begin!

Step 1. We analyze our client

To know in what style to write a commercial proposal, to indicate in it the right benefits for your potential client, you need to analyze it.

First of all, we will analyze its problems and needs, since our product or service will solve them.

In our case, the offer for a potential client will be advertising in the HeaterBober.ru business magazine in the form of a banner, a review, or a mention in the target article of the products or services of our advertisers.

Let's think logically. Who might be interested in our offer.

We position our business magazine as a platform with instructions, recommendations and interviews for aspiring entrepreneurs.

At the beginning of the first step, we simply have a general idea of ​​our potential client and a blank offer form.

In our case, the form looks like this:

Important point!

Suppose that we have already found a certain company “Easy Start in Business” on the Internet, contacted it and found out that its leader Nikolai Ivanov was interested in cooperation with our business magazine. Now he is waiting for our commercial offer by e-mail.

We also know that the profile of the company "Easy Start in Business" is conducting online training webinars and trainings on organizing your business on the Internet.

At the end of the first step, our commercial offer will look like this:

Step 2. Compose a catchy headline WITH NUMBERS

The title of your CP is the most powerful tool to attract the attention of your potential client. In our case, such a header could be the following:

100,000 of your potential customers are already ready to pay for training at Easy Start in Business!

Let's now figure out why the title of our commercial offer is exactly like that?

It's simple, now our business magazine HiterBober.ru is visited by more than 100,000 people a month. Considering that these are people who are interested in earning money and starting their own business, it turns out that all of them are, one way or another, potential clients of our fictitious company “Easy start in business”.

I think that if you were the head of this company, then such a headline would not leave you indifferent. :)

Also, the phrase “already ready to pay” further fuels interest in our commercial offer.

And everything is logical, if these 100,000 people came to our website in order to open their own business or get an idea for making money, then in fact they are READY to pay for really high-quality and structured information that will be given at the company’s online webinar “Easy Start in business".

And the figure of 100,000 specifies the potential revenue from sales of webinars.

For example, it would be wrong to write the title using the phrase “a large number” and the like instead of the number 100,000. After all, big is a subjective indicator and everyone understands it in their own way.

And here the head of the company can immediately figure out the calculation of potential profit - that same sales funnel.

For example, if 100,000 people saw his offer, 1% went to his selling website, that is, 1000 per month, and another 3% out of a thousand bought services, that is, 30 people, while his average bill is 5,000 rubles, then the potential revenue per month will be:

30 people x 5000 = 150,000 rubles. Then it is quite logical that he can spend 15,000 rubles or 10% of potential revenue on advertising per month.

Moreover, if out of 100,000 people who visited the site and saw its offer, at least 3 people buy participation in the company's training (15,000 rubles), then advertising will pay for itself.

Now our commercial offer with a title will look like this:

Step 3. Speak with the client in HIS language and HIS words

We proceed to the preparation of the main part of the commercial offer.

Before sending your potential client the electronic file from the CP, I recommend that you write a short introduction-preface to the commercial offer, where you must definitely mention the problems and wishes of the client, that is, talk with him about him, about his company, about his tasks .

This is a simple psychology, and just an attentive and respectful attitude towards your partner (potential advertiser).

This is how it might look like:

This is the introductory message you will get before sending your CP.

Step 4. Describe the main BENEFITS of the client from cooperation with you (your company)

Now let's move on to the facts and benefits of the client, or describe here what the potential advertiser Nikolai asked us to do.

Facts about the electronic business magazine HiterBober.ru:

• has been online for 3 years;
• attendance of more than 100,000 people per month;
• all content on the site is of high quality and completely copyrighted, with visual colorful illustrations;
• the magazine has a clear and loyal target audience (beginning entrepreneurs), a large number of reviews of the site's articles speaks for itself;
• successfully acts as an advertising platform for companies and individual entrepreneurs interested in getting new target customers.

Your benefits from cooperation with HiterBober.ru business magazine:

1. Your advertising message will hit the target, because your potential customers are our large readership;
2. You will get a lot of high-converting clicks to your landing page due to the high traffic of our resource (more than 5,000 people per day);
3. We will select the individual location and format of advertising on the site to increase its effectiveness (advertising review, banner, mention in the target article);
4. You will save the budget with long-term advertising (clients who place ads for a period of more than six months receive a 15% discount);
5. Your product, service or company will become recognizable throughout the Russian-speaking Internet. This will increase the credibility of your potential customers and increase passive sales.

1. Advertising review (article) about your products (services);
2. Mention in the form of unobtrusive (hidden) advertising in our feature articles;
3. Advertising banner in different parts of the site;
4. Individual or combined options for advertising (negotiated individually).

Here we list the range of our services. Separately, you can also send the client links with examples of ads that he requested, as well as a price list with prices.

At this stage, our commercial proposal will look like this:

Step 5. Encourage the client to take action

This step is kind of closing the sale. Here we should write something that will prompt our potential client to call you as soon as possible. To do this, you can even come up with any trick on the go, as long as it turns out to be effective. But, whatever you write, it should ultimately bring additional value (benefit, benefit for the client).

For example:

Call us within 24 hours and as a gift you will receive 1 month of free placement of your ad in the target article.

For example:

Alexander Berezhnov, Client Relations Manager of business magazine HiterBober.ru

Phone: 8-919-739-52-33;

e-mail: [email protected]

Skype: berezhnovalex1988

As a result, we came up with the following commercial proposal:

It is not overloaded with unnecessary information and the client knows that he can get other details from the contact person indicated for communication.

Now you know how to quickly make a good commercial offer according to all the rules in just half an hour.

At the end of the article, I wrote several commercial proposals myself.

You can download them below.

3. Sample quotations for download

Dear friends, I suggest you download a sample commercial offer that I have compiled for people who want to make money on the site,

similar HeatherBober.ru.

This is a real, valid offer for potential investors. Perhaps you will be interested in them.

.

That's all. Good luck with your own business proposals and many rich clients

Hello! Today we will talk about a commercial offer and how to write it. I have been asked similar questions more than once, so the article is “in the subject”. Let's start from the very beginning, about what a commercial offer is, how to make it and at the end I will give examples / samples of a commercial offer. This article contains the recommendations of many experts, so I have no doubt about the reliability of the information.

What is a commercial offer

Any businessman who wants to attract as many customers as possible thinks about developing a commercial proposal. It is it that encourages a potential consumer to buy a company's product or its service. It is often confused with a product specification, which simply introduces the customer to a specific product without prompting the customer to purchase.

Varieties of commercial offers

There are two types of commercial offers:

1. Personalized. It is created for a specific person, inside the document contains a personal appeal to the addressee.
2. Non-personalized. Another name for this type of commercial offer is “cold”. The document does not refer to a specific consumer or potential partner; the information is anonymized and directed to a large number of potential customers at once.

What functions does a commercial offer perform?

Before you start compiling a commercial proposal, you need to understand what functions it performs. In some ways, they are similar to the tasks of advertising messages:

• Attract attention.
• Interest.
• Encourage purchase.
• Generate a desire to purchase a product.

Based on these tasks, a commercial proposal is developed. Usually, visual effects are used at the very beginning, for example, the logo of the organization.

If a commercial offer is given to a potential client in hard copy, then special attention is paid to the quality of the paper on which the offer is printed. It is possible to apply special watermarks to the document for greater impact on the client. Laminated paper will make a good impression on the consumer of the product.

Standard Quote Structure (Template)

• A title containing a graphic image (usually a logo).
• Subheading that defines the product/service.
• Attracting attention, advertising services and products.
• All the benefits of cooperation.
• Sender's contact details, trademarks.

When compiling a commercial offer, you need to understand that each structural element performs its own separate functions. So, for example, the title is used to attract attention, motivation for further study of the document. It is this part of the commercial offer that can be called the most important. The subtitle should interest the client even more, and the main text should justify the information that was written above. But at the end of the offer, as a rule, you need to approve the consumer in the need to purchase.

What should a good business proposal look like?

In order to create a proposal that gives the greatest return, you need to understand that the document must:

• be specific and clear;
• demonstrate all the possible benefits that the addressee will receive;
• in no case contain errors;
• be literate and structured;
• contain information about special offers for the client;
• be drawn up in such a way that all doubts of the buyer will disappear.

Rules for compiling a commercial offer

Before you start writing a proposal, you need to determine who will be the target audience of this document. Then the desires and capabilities of potential customers are determined. It is very important at this stage to find out the real needs of the buyer.

After necessary information will be received, you need to structure it. For this, a rough plan offers, indicating the advantages of companies, various ongoing promotions. The content of this document may consist of the following sections:

• A clear definition of the problem.
• Resolution options.
• Arguments that prove the need to use the services of your organization.
• Description of various promotions and offers that increase the benefit of the buyer.
• Call to action.

The title should mention the solution to a specific consumer problem. It is important to indicate to him the final product, which the goods of your company will help to make.

It is not necessary to include information about the achievements of the company in the commercial offer. Long stories about how it all began should be avoided. A potential consumer is unlikely to be interested in this.

When writing a proposal, you should avoid technical aspects, do not use scientific terms. You need to convey information in a simple and understandable language for the buyer.

It is worth using clear and understandable arguments that will really help the client to establish himself in the decision to buy the product.

Do not make a commercial offer too voluminous. It should be short, clear and to the point. It is unlikely that a potential client will want to read multipage documents, such an abundance of information can simply scare him away.

It is very important that the offer is of high quality. It is worth using the services of a professional designer. Beautiful design can attract the attention of consumers.

As an argument, you can use:

1. Feedback from other customers. This proof can be called, perhaps, the most valuable. Especially if this client is quite famous and authoritative. It is very important that the buyer's response has the same meaning as the commercial offer itself. That is, it is important that these two texts give the reader an understanding that the company is really effective in one area or another.
2. Share your success story. Be sure to put your own company or yourself in the center of the story. It should be a selling story that will really interest the buyer, encourage him to take some kind of active action.

It should be understood that the commercial offer must be selling, and its author acts as a seller. It is very important to put yourself in the place of the seller in order to understand as accurately as possible what the buyer expects from the product or service. You need to use the right argument, build communication with the client. Only in this way will the commercial offer really give a positive result.

How to increase the readability of a commercial proposal

You can increase the readability of your sales pitch in the following ways:

• Break information into paragraphs, do not make them canvases.
• Use of subheadings.
• The use of various graphic elements, including illustrations, bulleted lists.
• Use of a serif font in print.
• The use of different styles of text (using italics, bold or underline highlighting the necessary information).

A few more rules (sample drafting)

Title. It is this part of the offer that is most interesting to the consumer, if it interests him, then the potential client is more likely to read all the information to the end. It is worth evaluating how the words “new” and “free” will affect the buyer. In some cases, they can alienate the client.

Do not use a large number of negatives or generalized information. The text font must be the same. It has been proven that almost a third of readers pay attention to quotes and information enclosed in quotes. The title should not be capacious and informative.

Main text. In this part of the commercial proposal, it is very important that the reader does not lose interest. It is best to fit information in one small paragraph. And then pay attention to specific details. It is worth highlighting the advantages of the product, be sure to address the reader with “you”. Compilation of long and complex sentences can scare off. It is undesirable to use professional terms.

It is worth talking about the product in the present tense, indicating its price. It is necessary to provide the client with arguments - the results of surveys, studies, perhaps place one of the consumer reviews. It is undesirable to use superlatives, comparisons. Concreteness and clarity are the main conditions for compiling a good commercial offer.

Errors that are made when compiling

Unnatural praise of the client.

There is no need to use templates and duty phrases that will only repel a potential client.

Using critical remarks towards the addressee.

There is absolutely no need to do this, even if the goal of the company is to help potential consumer. This can cause extremely negative emotions in the client. It is best to use a stick and a carrot - first highlight the pros, and only then point out very minor flaws.

Oversaturation of the offer with general information about the client.

Intimidation of the client or the so-called "horror stories".

In no case should you scare the consumer, tell him that something terrible can happen without your help. No negativity or stereotypes. It is worth highlighting the advantages of using products, casually comparing with what we have now (use the words: more convenient, more profitable, more efficient), give only specific information.

Sending one offer at once a large number persons.

Non-personalized information will cause less interest among potential buyers. The return on such offers will be minimal. No need to try to reach a large audience at once. It is better to single out the sector with which work is most likely to give an excellent result. It is important to write a commercial proposal in such a way that the reader can feel that he is being spoken to in private. Possible use additional information, which indicates that the communication is conducted with this particular client. It is worth using information about the previous communication, if it was of course.

Misunderstanding the concept of a "long" letter.

Many are sure that the client is not interested in large amounts of information. However, it should be understood that the reader will consider any boring and completely uninteresting letter to be long. The size of a catchy and really interesting commercial offer will not scare the consumer, because he will read all the information available in one breath.

No wonder people often call very short films boring and stretched out, and call a 3-hour movie the most exciting, without mentioning its duration. The same is the case with works of art, news, books, letters. The reader will not perceive 5 sheets of a commercial offer negatively if they are really informative and catchy.

To put in the foreground the correspondence of the sentence to the grammatical rules.

Such an attitude to writing texts can develop from the school bench, where the grammatical component was the main factor. In life, everything is completely different. It is much more important for the reader to understand what is written about. It is necessary that the information is read and perceived by the client easily and informally. It is worth building an offer so that it looks like a real communication between the seller and the buyer. Here it will be perfectly acceptable to use fragments of sentences and phrases, sometimes even desirable.

Give the customer a reason not to study your offer.

Do not be naive to assume that the reader will be extremely interested in information about your company, especially about its history. It's not like that at all. The potential buyer is the least interested. It is necessary to attract his attention with some kind of provocation, an unusual statement - in a word, with everything that will bring him out of balance and force him to read the commercial offer to the end. It is worth considering the fact that retention of interest is no less important aspect. You need to focus on what can motivate a person. Most often, the needs appear because of some fear, the desire to become individual, guilt, the desire to become beautiful or healthy. It is in this vein that it is worth considering the problem, dedicating a commercial proposal to it. And then to show that the proposed product can satisfy all needs.

It is unlikely that the client will be disposed to your commercial offer. You need to back up your information with concrete evidence. It is worth giving the clearest arguments. This approach will be able to convince the reader that he bought the product or began to cooperate.

Checking the commercial offer

There are several pretty simple ways, which will help you understand what impact the offer will have on the addressee.

• The so-called check "on a cursory look." To do this, you just need to look at the document. It is important to understand which parts of the text stand out so that you really want to read them. These are headings, logos, selection of textual information, photos. If the information used there was able to help build a complete picture of the essence of the commercial proposal, then everything was done correctly.
• Check for understanding. It is important to find among your friends and acquaintances such a person who would fall under the target audience of your offer. If, after the first reading, he caught all the main ideas of the document, saw the advantages of the presented product, then we can conclude that the proposal was drawn up correctly.
• Finger check. It is worth trying to read the text without words about the product like “best”, “unique”. If it is interesting to read the proposal in this form, then everything is done correctly. It is very important that all eulogies about your company are supported by accurate data, reviews, stories, certificates.

Examples / samples of commercial offer

There are a lot of examples and samples of a commercial offer. All of them are good in their own way. I will show some of the most successful, in my opinion, which were developed by Denis Kaplunov.

In 79% of cases, the client makes a purchase only after looking at 6 to 14 offers - such data is provided by Denis Kaplunov, an expert in writing commercial proposals. We will tell you how to make an effective CP so that the client chooses you from a dozen competitors. As a bonus, you will be able to download commercial proposal templates, and also learn how to simplify their distribution using a CRM system.

What is a commercial offer?

The commercial offer is business letter customers with product advertisements.

• Cold commercial offer used for mass mailing to new customers.
• Hot KP intended for those who have already been contacted by phone, e-mail or live.

Why do companies write CPs?

• Present a new or updated product (in the second case - with a demonstration of improvements);
• Inform about promotions, sales, individual offers. A distinctive feature of such a CP is restrictions on the validity period or quantity of the product;
• Thanks for a previous purchase, asking for feedback, and subtly suggesting a different product. The client is already familiar with the work of the company, and it is easier to push him to a new deal;
• Invited to the presentation of the company or its product.

Commercial offer: what should contain

Denis Kaplunov, copywriter and CP development specialist In his book The Effective Sales Proposal, he outlines the main components of a proposal:

• title;
• Offer;
• Sale price;
• Call to action.

Let's figure out how to correctly compose a commercial offer - section by section.

Email header

Lead

Examples of how to write a lead CP:

1. To put pressure on an important problem for the client - a lack of customers, competition, a lack of ideas for new products.

If you want to double the number of clients in your fitness club in 2 months, then this information is for you.

2. Draw a picture of a brighter future when the client's problem is solved.

Imagine that your hotel is packed to capacity all year round, and reservations for rooms are booked months in advance.

3. Mention a key benefit of the offer or highlight customer results.

With us, you can reduce the cost of maintaining accounting documentation by half in the first month.

4. Intrigue with the novelty of the product - it always attracts attention.

Especially for the New Year, we offer a novelty - our signature sweets in gift sets and much cheaper than buying them separately.

Offer

Offer (from the English offer) is a specific offer, the heart of the KP. It must contain short description of your product with key features as well as customer benefits. You need to explain to the client why he should buy from you and not from competitors. So, you need to show what else you can offer besides the product:

• Discounts (seasonal, wholesale, holiday, cumulative, pre-order or prepayment, etc.);
• Efficiency and availability of service and / or delivery;
• Convenient payment (installment plan, credit or deferred payment, combination of cash and non-cash payment, settlement through payment systems);
• Several versions of the product with different prices.
• Present. Coupon for the next purchase, free equipment customization, set Christmas decorations on New Year. Accompanying gifts work well: blinds when buying windows, a lock when ordering a door, etc.
• Product warranty, its free maintenance.

Important nuance: in order to make the CP as attractive as possible, do not lie to customers and do not promise the impossible. This tactic will only hurt in the long run.

Price

Most importantly, point it out. Otherwise, most potential customers will go to competitors, not wanting to spend time figuring out the cost. Further, these figures need to be substantiated. If the cost is significantly lower than that of competitors, this is already an excellent argument. If not, find something to stand out. These are all the same discounts and bonuses, product guarantee, speed and quality of service, gifts, exclusive.

Example

Our taxi services are 5% more expensive than competitors, but we have a child seat in each car and you can transport pets.

For expensive complex services, a detailed breakdown of the components of the package, as well as a detailed calculation that demonstrates great benefits for the client in the future, works great. Another effective technique is price splitting in terms of a short period of time.

Example

A month of using a cloud-based CRM system on the Start tariff costs 1,100 rubles for 5 users - it turns out 220 rubles per month for each. And if you immediately pay for access for six months, then you get a 20% discount, that is, access for each employee will cost only 176 rubles per month - this is only 6 rubles per day. Agree, a ridiculous amount for a program that automates business processes, integrates with mail, telephony and SMS mailing services, generates analytics and helps manage a business.

Call to action

Here you need to specify what exactly do you want from the client: order, call, write, follow the link, visit the office, provide contact details. To rush a person, write down a limit on the term of the offer or the quantity of the product. Or you can save some benefit for last: promise additional discount or free shipping when you order now.

How to write a business proposal for cooperation

How to write a CV for cooperation? By analogy with the offer of goods! If you would like to submit your professional services, prepare a tempting commercial offer.

The standard cooperation proposal template includes five blocks.

1. Email header. To prevent the letter from getting lost in a dozen promotional offers, write your real name and indicate how you can be useful.
2. Lead. Tell the customer what problem you can solve. A lead is not the place to list your regalia. The first person who is interested in the customer is himself.
3. Offer. Tell us about your experience and how you can help the client. A great option is to provide cases so that the customer can evaluate the results.
4. Price. Don't hide your rates, be direct about them. If you understand that you are asking for more than other professionals, explain why such a price is justified.
5. call. Invite the client to contact you in a convenient way: provide links to social media, phone number or email. Offer to keep your contact, even if the service is not yet required.

Best Selling Proposals: Examples

We have selected for you samples of commercial proposals that are of high quality both in form and content. Download quotation templates, study and adapt to your products.

It has long been proven that the more consumers know about your product, the higher the growth in sales and market share. Even if you produce a high-quality unique product according to optimal price, far from the fact that it will be in demand among buyers. The way out of this situation is advertising. It will help to interest a wide range of consumers.

There is an opinion among businessmen that all certain types of advertising of goods or services have their drawbacks. Excessive high cost of advertising on television, low information content of banners and streamers, a small audience of listeners on the radio, lack of interest of the townsfolk to periodicals like newspapers and magazines - all of this serves as an obstacle to quality advertising.

Consider this example: you are selling underwear, for you this process is nothing more than work - you are familiar with all the names, market value, suppliers, seasonality. However, for the consumer, the purchase of underwear is an instant impulse, the demand in this case will be more impulsive than meaningful.

In this situation, it is naive to think that once a person sees your advertisement, a person will constantly remember about the company or store, despite the advantages over competitors described in that advertisement.

1. offer
2. limitation or deadline
3. call to action

promotional offer

“Offer” is a specific and intuitive message that demonstrates to the consumer his specific benefit when buying a product or using a service.

An example is a special offer or promotion that is associated with a certain type of product or service in the form of a percentage discount, bonus.

Any unique, rare or even exotic offer will also attract attention, because attention is concentrated on what stands out. Interesting and creative advertising is, of course, great, but its effectiveness should be put in the first place here.

Making people yawn out of boredom is the main and sometimes fatal mistake of many advertisers. A person, he is a potential buyer, who sees an advertisement, must feel a number of emotional experiences, because emotions are the most an important factor in sales.

Efficiency mark

The modern consumer requires specifics, he no longer believes beautiful slogans a la "our store is the best" or "we have the highest level of service." That is why each advertising message must be checked for effectiveness.

For this purpose, you can use the service contextual advertising Yandex.Direct. It will allow you to track the response to advertising and observe the positive or negative dynamics of its growth.

This service is very easy to use: you can select the audience of interest, then enter keywords and view the number of requests for them. Next, you can run multiple ad units with different titles and sentences. Success is 80% dependent on a good headline.

Deadline

Restrictions are an important and effective factor. They can be due to both temporal and quantitative intervals. As for the time, this is a period from 3 days to two weeks. It can be indicated by specific calendar dates or the day of a certain event.

Quantity - 50-100 units, no more. Restrictions, albeit artificially, create excitement. The buyer wants to be "the fastest of all", as well as to get the "best thing".

In this situation, the consumer makes a rash, sometimes completely unnecessary, impulsive purchase, fearing not to be in time. Restrictions unconditionally contribute to an increase in demand, and as a result, an increase in sales.

Advertising call

Another element effective advertising is a call to commit a certain, beneficial to the seller, action. In some cases, after visual perception of informative advertising, a potential buyer cannot perceive it morally.

A thought arises in his head with something like this structure: “I have read the text and what's next?”. It is much easier for a person to make a decision "without taking it" - to follow a directive. In the conditions of informational noise, the buyer allows him to think and make a decision for him.

The most effective phrases: “Call!”, “Come!”, “Hurry!” The simpler the wording, the better. Thus, advertising creates an illusory feeling of care for the consumer: persistently offering a product, the seller has only one goal - to satisfy the needs of his client.

For example: “We think about you”, “Your comfort is our concern”, “Let's save money together” and so on. Specifying a specific algorithm of actions will increase the response by 20-30%.

The main task of the advertiser is to increase the response of customers, thereby increasing the turnover or to conduct a PR campaign in a certain direction. Accordingly, planning and conducting promotional activities companies is an indirect task that will increase profits.

Formulated in the twentieth century, the slogan "Advertising is the engine of trade", no matter which direction the economy develops, will always be active.

Around us there are a lot of the most diverse advertising, which is striking. Sometimes you are amazed at how subtly the merits of this or that product are noticed. But most of the advertising offers are puzzling: what did the authors want to say? People tend to make mistakes. “The one who does nothing is not mistaken” is a well-known truth. To help people who create advertising, here is a list of the most common miscalculations that can be avoided.

Promotion errors

№ 3 Detailed description product features

You should never replace the beneficial benefits of a product with a characteristic (objective data). Advertising that presents the benefits of a particular product will convince the reader to buy. When writing a letter with promotional offer about a partnership or product offer, or advertising, promotional audio or video, or any other type of advertising, the demand for products will be provided due to the descriptions of the merits provided.

№ 4 Empty words

In fact: it is better to say less and do more. Actions always have a greater impact than just words. This is a win-win option to win.

Specificity is an important criterion advertising campaign. With the help of specifics, the buyer will receive answers to his questions, thereby becoming one step closer to buying, and most readers will move into the category of buyers. Mark Twain said it well when he saw the difference between an almost exact word and an exact word, defining it as the difference between a small firefly and a bright flash of lightning. The more detailed and specific the product or service is presented, the more people will respond.

Reliability of information naturally inspires confidence. A lot of promises and words of praise are always alarming. And the end result does not match these statements. For readers to believe, you need to make an effort. It will be easier to do this if there are customer reviews, reliable guarantees of products / services are given. The statistics are very impressive. ordinary people. It is desirable that it be included in the . Only in this way can you convince incredulous buyers of the truth of advertising.

No. 7 Relationship to target audience

There should be a clear idea of ​​the group of people to whom the promotional offer is addressed. It is necessary to understand her aspirations and hopes. Let us recall Hopkins, who, back in 1923, wrote that in Russia successful sale shaving cream will be possible for the peasants only if they are "weaned from wearing beards." For example, offer a scalpel to a surgeon, and tools to a locksmith.