PHR Team Guidelines for Writing Advertising Posts

PHR Team Guidelines for Writing Advertising Posts

As our partners already know, the channel team often helps with drafting advertising posts 🤝

The guidelines we use to structure information respond to the realities of our subscribers and primarily take into account their chronic deficit of time.

That's why, when drafting the ads, we recommend focusing on useful information: generating leads to "chat" will result in lost time and annoyed leads.

Also, unlike B2C sales, decisions in B2B sales are made calmly and coolly.

You should start by asking yourself:

1. What is my purpose with the ad's publication?
2. What are the 3 main reasons why the offer is rejected or the sale doesn't close?
3. What are the 3 main reasons why the offer is usually accepted?
4. What unique properties does the offer possess?

Once you've defined your goals, start drafting according to the following structure:

1. Media

Static images work best because:
a) they provide uniformity (gifs or videos may look different on different devices)
b) if the image really has useful information, it'll be easier to read

2. Title

Format:

– It would be desirable that it answers the question "Why should I work with you?"
– Keep in mind that the first 70-90 characters with spaces will be visible without accessing the channel

Content:

– Identify your main competitive advantage and focus on it
– Regularly communicate with colleagues and clients, stay up-to-date with trends and requests
– Follow surveys on our channel and conduct your own when buying advertising

💎 At this point, the main interest on the receiver's side is in the set of methods, while conversion, compliance requirements, and pricing share the second place.

3. Introduction

– Briefly answer the question "Who are we?"
– Support the title
– Prepare the reader to perceive the main message
– Ideally, the introduction shouldn't be more than 150-200 characters

4. Body

– Numbering: your clients are always in a hurry! Help them save their time and your characters
– Try to emphasize not the features, but WHAT your features lead to
– What has been listed should be enough to provide a 70% conversion – your new partner will be grateful that you've conveyed your usefulness immediately!

5. Extras

– Numbering
– Ideally, answers to questions that arise on first contact: where do you process, settlement conditions, what license is needed, etc.?
– Here it's appropriate to list what you're proud of, but that probably won't close the deal on its own.

6. CTA (Call To Action)

– Emphasize the benefits of working with you and don't be afraid to repeat it.
– Ideally, the deal's closure should bring a quick or fundamental win

7. Contact

– Normally the standard "Contact:" is enough
– Here you can remind them again of the quick win

Keep in mind:

– Mobile emojis usually help to perceive information faster due to the "Serial-Position Effect". With flags, icons, arrows, etc., the reader more quickly associates your intention with the corresponding text. Ideally, emojis should be right before or right after the concept you want to highlight.

– Highlight important points in bold.

– Use points and spaces actively: short sentences and separated paragraphs help to perceive information faster.

What's less interesting or annoying:

– Lack of price orientation
– Lack of specific information about country coverage, methods, remittances, etc.
– Exaggerated conversion statements
- "Too much text" – unnecessary twists and turns, words, company information, etc.

We hope you find this information useful :) and don't forget that you can always count on us to find new partners 😊