How to write a commercial letter

A commercial offer, a commercial letter, a cooperation offer are all different names for the same advertising text, which is designed to draw the attention of the recipient to your company and your services or products. To avoid several common mistakes in a commercial proposal, listen to the advice of Dmitry Kot - one of the best copywriters of the Russian Internet and a master of advertising texts.

Instruction manual

1

Do not write the phrase "commercial offer" at the very beginning. From this, your letter loses. Come up with an interesting title that hints at the possibility of solving a known problem of your addressee. It is he who "sells" the text below.

2

Start without long introductions describing the situation on the market, in the industry, in your field of activity. Your goal is to sell not your market and not your niche, but your own services.

3

Write in plain language. Do not use highly specialized terminology. The client who received your offer does not need to know what all the technical procedures are called for, which your company also undertakes.

4

Write in the language of consumer benefits. Excessive personal pronouns and “jabbering” look like futile attempts to raise one's own status. However, the more important the lower the sales. The consumer is interested in what he can get from you.

5

Try to stand out and rebuild from competitors writing template sentences. Highlight what you specialize in and how they differ from other similar companies. And reformulate this to the benefit.

6

The optimal size of a commercial offer is one A4 page. Stick to it and use formatting in the text. Solid “sheets” are perceived very poorly. Formatting will help you split the text into logical pieces that are easy to read. The size of each paragraph is no more than 5-6 lines.

7

Use the correct letterhead. The form is an element of the image. However, this is not a contract. Therefore, remove from it all the details, bank accounts, TIN and PSRN, which do not carry any semantic load.

8

At the end, use the call to action and limit the offer, for example, by time: "Call us right now! When placing an order, you will receive a discount of XX%. The offer is valid for exactly 6 days."

• Dmitry Kot. How to write effective sales offers
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