The Order Form is your response mechanism when you send a letter. It is the most important piece in your mailing package. It is the final call to action your prospect will see. In many cases it can be a real stumbling block for someone and can often prevent a person from responding if it is too difficult to complete or doesnt in any way confirm they are making the right decision. You need to create a magnetic response form that your prospect cannot resist. Think of it as your 1-page advert for the offer in your sales letter. Make it attractive, easy to fill in and valuable looking. Confirm the main thrust of your offer and any bonuses and guarantees you have made in your letter. Keep these 10 Rules in mind when designing your magnetic response form 1) Avoid calling your form Order Form. Priority Reservation, Special Enquiry or Delegate Certificate is a more gentle approach. 2) Use a separate sheet of paper for your order form. It is important - make it look as if it is a valuable piece of paper. 3) Do not write anything on the back of the form. You will distract your prospect and they may delay, and then forget, to complete and send the form. And if he puts it face down, and you have something on the back, there is no incentive for him to turn it over to check what it is and be reminded about sending it off. 4) Put a border around the form to enhance its appearance. (See my article Microsoft Word: Business Writing; 8 Tips to Save More Time). 5) For a high value offer use a heavyweight paper, such as 120gsm or a special paper like parchment to give the feeling of value. 6) Include tick boxes and the word Yes at the beginning of the form to start an affirmative statement: e.g. Yes, I do want to 7) Restate the benefits and results the respondent can expect to receive i.e. the offer. Write the confirmation statements as if he/she were saying it him/herself. Emphasise the positive benefit not the negative angle. 8) Repeat your guarantee to remind him he is taking a low-risk or risk-free action. Highlighting in a coloured or shaded panel helps it to stand out so your prospect is happier about entering their details. (Use a box-frame instead of shading if you are offering a fax-back facility). 9) Make the form simple to fill in and check it flows easily. 10) Say Thank You - show your appreciation for their business. |
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