Commercial offer as one of the ways of advertising

There is nothing surprising in that a commercial offer (CP) is an effective method of promoting goods and services, that is, a certain type of advertising. The commercial offer drawn up in accordance with all modern criteria is nothing more than one form of advertising text. Of course, reflecting the main idea of the proposal is the responsibility of the marketing department, not advertising. However, the development of such a text, which can really arouse the interest of potential customers with bright content, is undoubtedly the case only for an experienced copywriter who can create a vivid advertising text.

What is the main purpose of the offer?

Conclusion of a transaction with a potential customer, whether the company is a separate customer or not, and that is the final desired result, for the achievement of which a commercial offer is made. Thus, the goals of the CP are absolutely identical to the goals of any other type of advertising.  

Therefore, the requirements that relate to the advertising text can be applied to the commercial proposal:

• Address to a specific target audience - i.e. To the group of consumers to which the company is oriented in its activity
• The main task of the header is to convey the basic message idea, to interest and carry in itself an informative component of the message itself
• The text should not be too cumbersome
• The content of the text should be easy to remember
• It is necessary to emphasize the uniqueness of the proposal and the special benefits associated with it

The commercial offer should satisfy the basic tasks of any kind of advertising.

• First, attract attention and arouse the interest of the recipient
• Secondly, motivate to accept the offer
• Third, give impetus to concrete actions

A distinctive feature of the commercial offer is the availability of a specific addressee. In most cases, it is addressed directly to the management of the organization, or to an employee of a structural unit capable of making decisions. This feature can be used advantageously in the process of preparing a commercial offer. In particular, points that are relevant directly to the organization in which you are sending the message can be highlighted. It is also possible to mention the reasons for your desire to work with this organization.

But not all commercial offers have a certain recipient. There are proposals aimed at a wider audience, without a specific personification. In this case, you should resort to various methods that help to increase the attention to your proposal from potential customers.

It can be:

• Photos and images of high quality, clearly demonstrating the proposed products
• Interesting comments to photos
• Presentation, which illustrates the essence of the CP
• Break the text into paragraphs, use subheadings
• It is unacceptable to use excessive exaggeration
• The exclusion of the use of too long and complex sentences that negatively affect the memorization of the essence of the message itself
• Moderate use of hyperlinks, otherwise your offer can be mistaken for spam

The company's slogan, as a rule, is placed at the end of the text. Usually it is used to summarize the whole sentence and a specific call to action. In the absence of a company's slogan, its function can perform a vivid, interestingly composed phrase-summary.

An integral part of the offer is also the contact data, with which the buyer can ask all questions of interest to him, as well as the coordinates of the places where he can buy the products he likes.

Another difference between the commercial proposal and other types of advertising text is the presence of the signature of the representative of the company authorized to come up with business proposals and conduct the negotiation process.

When sending a CP by e-mail, often use an attached file. In this case, do not forget about placing brief information in the text field of the letter, again, so that the message does not get into the spam.

It is necessary to continuously monitor the effectiveness of the mailing in order to achieve the expected results.

Remember! Written in accordance with all the recommendations of the commercial offer - an effective way to increase sales and the best advertising of any company!