To receive orders, it is not enough to lay out the goods and set a price on it - need to be able to sell

In this article, our experts will share the secrets of writing selling offfers, with which you can make your own tempting offer to motivate potential customers to purchase.


Get a free consultation from an expert on your project

What is an offfer in marketing

Offer is a tool for active sales, which is to create a profitable offer. Unlike unique trade offer (UTP), it is temporary and is not a constant advantage of your product.

To understand the differences between UTP and the offer in sales, consider an example.

"The company is engaged in the installation of windows with high-quality wooden frames that retain 95 % heat" - this is UTP.

"All summer, installing windows with high-quality wooden frames that will warm you in the winter, at a 30 % discount" - it's an offer.

It should contain basic information about all the benefits, advantages and opportunities of the buyer, which he will receive only from you. He should cling to the first second and do not let go until the moment of purchase. There can be several of the office, they must change periodically, supplemented by attracting the flow of new customers.

Depending on the intermediate goals and the degree of impact on users, you can distinguish several types of offshore:

  • aimed at increasing the size of the check: special conditions when purchasing several units of goods at once or placing an order for a certain amount;
  • involvement in order to obtain contacts: free consultation or product demonstration, test lesson, etc.;
  • helping reduce risks: guarantees, phased payment;
  • creating an additional incentive to buy: gift, discount card, bonus;
  • offering improved services: reduced interest on credit, free delivery;
  • price reduction: discount cacheback;
  • sentence limitation: really for first buyers, up to a specific date, etc..

Offer can become an additional motivating proposal to the already announced UTP, enhancing its effect. 

How to write a selling offfer: where to start

Before you start writing, you need to collect information about your target audience. It is on it that you need to concentrate, because you write the offer not for yourself or everyone around, but for potential customers.

Basic information for the offer:

  • Pain
    The product must solve some kind of user problem, otherwise they do not need it at all. Therefore, you need to define them, and use them in your offer.
  • Doubts
    Offer from the first seconds should remove the most important objections. Then you simply will not have a chance to do this: either the user will be ready to continue acquaintance with the product, or the remaining doubts will lead him away from the site. Perhaps irrevocably. 
  • Expectations
    The offer should fully comply with the main goal of the user, and the result of the collaboration should be expected, understandable and desired.

Get a free consultation from an expert on your project

Offer Sales Elements:

  • Product / Service
    It is necessary to clearly indicate which product or service is in question. There should be no options or doubts. Definitions that do not talk about anything or may apply to different products will not work in this case.
  • Product / Service Meaning
    Even the most wonderful - beautiful, convenient, innovative - product will not interest the user if he personally does not benefit him and does not solve problems. In the text of the offer, you need to spell out this moment and help the user realize that this proposal is necessary for him.
  • Product Strengths
    It is hard to imagine that your goods or services have no analogues in the market. Therefore, within the framework of the offer, you need to show your advantages over competitors.
  • Social approval
    Feedback from satisfied customers who already had a chance to take full advantage of this product will be very helpful. Therefore, we recommend that this item be given special attention and that it be included in its advantageous offer.

Strong Offer Formulas

4U formula

As the name implies, the formula consists of 4 -x elements:

  • Usefulness (usefulness)
    Whenever possible, read the offer with the most important benefit that is contained in the offer: save, win, improve, etc. The imperative mood will enhance the effect of the entire phrase.
  • Unique (uniqueness)
    A distinctive feature of the offer, product or service that you only have.
  • Ultra-specific (ultra-specialty)
    A digital designation of benefits that gives the offer accuracy and specificity, which increases the degree of trust and gives it a measured utility.
  • Urgency
    An important element of a strong offer is trigger time or sentence restrictions. It is designed to finally “achieve” a doubting potential client.

An example of a profitable offer made using 4U formulas:

пример продающего оффера по формуле 4U

Get a free consultation from an SEO expert on your site

H3W formula

The title of the formula contains its main elements - questions like, where, why, when (How? Where? Why? When?). The offer of this model informs the user when and what benefit he will receive if he fulfills a specific action or condition.

как сделать сильный оффер формула H3W

AIDA formula

Offer created in accordance with this formula, consists of elements:

  • Attention,
  • Interest,
  • Desire (desire),
  • Action (action).

Such a proposal should attract attention, arouse interest that develops into a desire and encourages action. The formula is one of the very first, while still has not lost its effectiveness and relevance. 

как правильно составить заголовок по принципу AIDA

Before (before) - After (after) - Bridge (bridge)

Such an offer shows what a problem the user is facing now (before), what he will get as a result (after) and how your product solves this problem (bridge). 

As an example, we give this option:

пример формулы Before After Bridge

ACCA formula

Offer Elements:

  • Attention,
  • Comprehensive (understanding),
  • Conviction (conviction),
  • Action (action).

This type of offer allows you to attract attention to the problem that the user faces. Here we tell how it can be solved, prove the real benefits of the proposal and call for a targeted action.  

как написать продающий оффер прием ACCA

IDB formula

Offers of this type consist of:

  • Identifications,
  • Pain,
  • Solutions.

To write an offer using this formula, you need to determine the target audience, indicate the main problem, and voice the solution.

Принцип ИБР для составления выгодных предложений


Knowing how to write the correct offer for a site or a lending, you can keep audience attention and motivate her to commit a targeted action. Use various options, alternate formulas, analyze which ones bring more benefits. 

Have you had the experience of writing offfers and what formula do you consider most effective?

P.S. On the course "SEO copywriter from A to Z" you will learn how to create strong texts for any commercial tasks. Register by link and with the "Text-29" promo code an additional bonus will be waiting for you.