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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
April, 2003
Volume: 18 Number: 4
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A copywriter’s guide to creating an effective order form
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In a classic direct mail package:
o THE ENVELOPE promises a benefit or piques the
reader's curiosity
o THE LETTER packs emotional wallop and calls for
action
o THE FLYER provides detailed product information
o THE LIFT PIECE builds credibility
But the ORDER FORM or OFFER FORM is where the rubber
really hits the road.
You see, the order form is the place where the reader
has
to actually sign on the dotted line and make a
commitment. Whether you're asking the prospect to order
the product and pay up with a credit card number, request
a free White Paper, register for a Webinar, or act in any
other way, it's important to handle all the details of
the order/offer form properly!
Here are ten ways to make sure that your order form
(whether printed on paper or posted on a Web site) is a
winner.
1. You don't have to call it an "Order Form."
When a life insurance salesperson passes over the
contract for your signature, she doesn't say "Please sign
this contract." Instead, she hands you a pen and says,
"Let me just get your OK on this." Why? Because any
(good) salesperson wants to keep you from focusing on the
fact that you're making a commitment. So don't
(necessarily) call your Order Form by that name. Go with
something else less threatening, like:
FREE Guide Request Card
Information Request Form
Software Request Action Card
Free Software Evaluation Form
2. Ask for personal details tactfully.
Don't just roll in with your data fields: Name, Title,
Company, etc. Warm things with a simple line like: "We'd
like to get to know you better."
3. Make a "limited-time" offer.
If you want to spur action, let prospects know that they
can't dawdle. Push them along with lines like:
Offer must expire on May 15, 2003 and will not be
repeated!
This limited-time offer good until May 15, 2003 only!
Don't miss this FREE offer which must end on May 15,
2003!
4. Minimize the number of qualifying, marketing-type
questions you ask.
Response rates plummet the more you ask probing
questions. Typical questions you'd love to ask but should
consider avoiding include:
How many people are in your department?
What's your budget?
When do you plan on making a purchase of a new system?
What solution are you currently using?
5. Include your guarantee on the order form.
Since you want to reassure the prospect at the moment
he
is deciding to act, reprint your fabulous guarantee right
on the order card. It's comforting to the prospect.
6. Precheck the "Yes" box.
If you're going to include a little box for checking
next
to the "Yes" line, precheck it. For example:
/X/ Yes. I want to receive your free White Paper etc.
7. In the first line (after the "Yes") restate the
benefits.
That way, if the order form is the first thing prospects
read, they'll understand the offer fully. Examples:
WRONG:
/X/Yes. Please send me your FREE Information Kit.
RIGHT:
/X/Yes. I want to find out more about how American
Management Solutions can solve some of the toughest
budget and management problems I face. So send me your
FREE Information Kit titled "How to make your budget
go farther in difficult times" without risk or
obligation.
8. Make sure you include your fax number, phone number,
Web site URL, and e-mail address.
You can say: "For faster action, call 1-800-123-1234,
etc." You never know how people want to respond so
include ALL response options on the Order Form.
9. Include motivating subheadlines under the Order Form
headline.
Example:
Report Request Card
"How To Slash The High Cost Of Product Returns"
Your Report Is FREE For The Asking!
Don't miss this "must read" document
from Levison Software!
No risk. No obligation. Nothing to buy.
10. Make the details completely clear.
Obvious but often overlooked! You don't want the prospect
to have to work to fill in your order form. So make
price, quantity, tax, etc. very clear and lay it all out
attractively and cleanly.
The take-away message this month? Your Order/Offer form is
extremely important since that's where the prospect has to
take action. As always, handle all the little details
properly and watch sales grow!
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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Copyright 2009, by Ivan Levison, All Rights Reserved.
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