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78. |
Make your order forms stand alone. |
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Always assume the worst case scenario and highlight the complete offer, toll-free number, mailing address, premiums, and every detail needed to complete a sale. |
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79. |
Make your order forms get noticed. |
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Everything in a package should lead to the order form. You can coordinate it with the other pieces, but if it looks too similar, it could get lost. Try a different color, an eye-catching graphic, a certificate border, a headline that indicates it's the order piece, or anything else to make it stand out in the package. |
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80. |
Make it easy to fill out and mail. |
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Some complex products need detailed order forms, but too many are needlessly difficult to fill out. Keep it as simple as possible, on one side, with as few fill-ins as you can get away with while still being complete. Give directions if you need to. Don't assume anything. Make it crystal clear and smooth-flowing. |
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81. |
Order something from yourself. (Try filling out your own form.) |
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You might be surprised at the little details you've overlooked. Does your glossy stock make ball point ink smear? Is there enough room to write? Do you have to fold it to fit in the business reply envelope (BRE)? Remove all barriers to a sale. |
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82. |
Make sure product information remains with your customer. |
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If your order form perfs off another piece, the remaining piece should give complete information about the product. Some people like to file this information for later reference. Never put important information on the back of the order form. Leave it blank, if necessary. |
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83. |
Leave room to write. |
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Order form space is always at a premium. Those fill-in lines are where designers look to steal a few extra points of real estate. However, if your prospect can't fill out the form, you get no order. |
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84. |
Avoid the above or beneath line confusion. |
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Ever fill out a form and find out when you get to the bottom that you've written everything on the wrong line? Irritating isn't it? Do this: put your labels for fill-lines on the line, not beneath it or above it. |
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85. |
Add the words "Please Print." |
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Few people write legibly. To avoid scrambled addresses, misspelled names, and wrong orders, always place these words by the fill-in lines. |
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86. |
Give a toll-free number for faster orders. |
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Always put your phone number right on the order form. The order form's purpose is to get an order any way it can, not just by mail or fax. |
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87. |
Briefly restate the sales pitch. |
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Your sales pitch shouldn't let up for a second, especially when your prospect gets to the point of ordering. Recap the offer and lead the prospect directly into closing the sale. |
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88. |
Include complete ordering information. |
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Your order form should be simple, but must leave no detail to chance. Assume nothing. Indicate total price and applicable sales tax, shipping and handling charges, minimum orders, the payment methods you accept, Canadian and international extra charges, and exactly how the order should be placed. |
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89. |
Put your prospects at ease. |
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The order form is the last step in the sales process. Don't allow an objection to interfere. Assure that there is no risk. Restate the guarantee. If it's a request for information, say there's no obligation, and that no salesperson will call (if that's true.) Remind them of the savings through this offer and the benefits of accepting it. |
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90. |
Use a certificate border. |
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Certificate borders add perceived value. It might seem a little old-fashioned, but a certificate border does add value. You don't have to use and elaborate border; you can use anything that will appear valuable to your prospect. |
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91. |
Create a sense of urgency to order now. |
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Encourage an immediate order by saying something like "Call now," "Order today," or "Complete and mail this order form right now, while it's handy." Remind your prospect of your deadline with "Offer ends..." and a specific date, or just use a generic "Offer good while supplies last" or "Hurry! This is a limited time offer." |
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92. |
Show the product. |
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Seeing is believing, and a little picture of your product right on the order form can boost response. Remember, your prospects can't examine your product before ordering. A picture on the order form reassures your prospect that you'll deliver what you promise. |
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93. |
Use just one side. |
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Don't make order forms two-sided. Make it bigger if you must. If you go two sides, you'll get far more incomplete forms than normal. |
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94. |
Make your order form a separate piece. |
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Yes, you can perf an order form to a letter or brochure, but a stand-alone form is preferable. A separate order form stands out, makes ordering easier, and doesn't require your prospect to rip apart any of the internal package component (which many people find annoying.) |
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95. |
Offer fax response for business. |
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Most businesses have a fax. Some statistics show that half or more of all business orders arrive via fax. Why? It's easy to fill out an order form and hand it to an assistant. Make sure your order form will easily go through a fax and prints legibly on your end. Try it for yourself before you mail. |
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96. |
Rename your order form. |
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Call it anything but an "Order Form." As one entertainer might say, "You can calls it an Enrollment Application. You can calls it a Free Examination Offer. You can calls it a Savings Coupon. Buts you don't gots to calls it an Order Form." Use words that are significant to your prospect and add value to the offer. |
