| The direct mail order form has often been called "the | | | | - Include complete information. In addition to the offer |
| moment of truth." That's because no matter how | | | | and toll-free number, give the company name and logo, |
| persuasive you have been in your letter, brochure, lift | | | | mailing address, total price, applicable sales tax, shipping |
| note, and other pieces, it is your order form where | | | | and handling charges, premiums, offer expiration date, |
| your prospect actually says "yes" or "no" to your offer. | | | | minimum orders, delivery time, the payment methods |
| So if you have a couple minutes, here are some quick | | | | you accept, Canadian and international extra charges, |
| and easy ideas to make your order form work harder: | | | | exactly how the order should be placed, etc. Your |
| - Make sure it gets noticed. First, make it a separate | | | | order form should be simple, but it must leave no detail |
| piece whenever possible. Second, use visual cues that | | | | to chance. |
| indicate it's the order piece, such as a different color, | | | | - Offer fax response for businesses. Make sure your |
| eye-catching graphic, certificate border, or headline. | | | | order form gives your fax number, easily goes through |
| You can coordinate your order form with other pieces, | | | | a fax machine, and prints legibly on your end. Some |
| but if it looks too similar, it could get lost. Everything | | | | statistics show that half or more of all business orders |
| should lead the eye to the order form. | | | | arrive via fax, so this could be a big response booster. |
| - Make it easy to fill out and mail. By the time your | | | | - Rename your order form. Sometimes "Order Form" |
| prospect gets to the order form, a decision has been | | | | is fine, but consider words that are significant to your |
| made. And if the decision is "yes," you don't want any | | | | prospect, add value to the offer, or reduce the feeling |
| barriers preventing response. So keep your order form | | | | of commitment: Trial Subscription Certificate, Free Trial |
| as simple as possible, one-sided, and with as few fill-ins | | | | Copy, Savings Coupon, Sample Offer, Request for |
| as you can get away with while still being complete. A | | | | Free Information, Free Examination Offer, Enrollment |
| well-designed order form is visually intuitive, making it | | | | Application, Order Coupons, Privilege Invitations, Bonus |
| obvious at a glance how it should be filled out. | | | | Vouchers, etc. |
| - Include a statement of acceptance. You can just | | | | - Leave room to write. Those fill-in lines are where |
| summarize the offer, but a complete statement of | | | | designers often look to steal a few extra points of real |
| acceptance is better. It may include an affirmation, | | | | estate. However, if your prospect doesn't have |
| benefit statement, request for the item, summary of | | | | enough writing space, you get no order. |
| the offer, sweeteners, and guarantee. For example: | | | | - Add the words "Please Print." This helps you avoid |
| "Yes! I want to cut my taxes in half. Please send my | | | | scrambled addresses, misspelled names, and wrong |
| copy of How to Instantly Cut Your Income Tax for | | | | orders. Place these words by the fill-in lines in plain |
| just $29.95. And if I respond by January 12, I'll also get | | | | view. Better still: "Please Print in Ink." |
| the TaxSlash computer program FREE (a $39.00 | | | | - Make it look valuable. You can do this with certificate |
| value). I understand that if I'm not completely satisfied, I | | | | borders, gold seals, serial numbers, safety paper, |
| can return the book for a full refund, but I'll keep the | | | | special backgrounds or watermarks, rubber stamps, |
| computer program as my gift." | | | | eagles, receipt stubs, etc. People don't like to throw |
| - Highlight your toll-free number. That way, people who | | | | away valuable items. Caveat: Sometimes increasing |
| prefer calling can do so immediately. This may also | | | | perceived value also increases the feeling of |
| increase your credit card orders. Include the hours | | | | commitment. To reduce this feeling, use a simpler look. |
| during which you take calls and what time zone you're | | | | - Create a sense of urgency. Use directive language: |
| referring to. If phone orders are faster (faster ordering | | | | "Call now," "Order today," or "Complete and mail this |
| or faster shipment), say so. | | | | trial certificate today." Remind your prospect of your |
| - Highlight your guarantee. Even if it's already in your | | | | deadline: use specifics such as "Offer ends March 15" |
| statement of acceptance, you want to put to rest any | | | | or generics such as "Offer good while supplies last" or |
| doubts. So feature it prominently. Use a seal or | | | | "Hurry! This is a limited-time offer. |
| certificate border to make it stand out. | | | | |