When Creating Order Devices
Consider the following:
• If any single component of an offer can kill the deal, it is a poorly constructed order mechanism.
• Before finalizing the order device, think about handing it off to four or six perfect strangers to try it out. If they have frustration or trouble, send it back to the copywriter and designer for surgery.
• “Give the order mechanism more time and effort per square inch than any other element of the offer. It’s time well-spent.” —Malcolm Decker
• “Create the order form in conjunction with the people who do your order processing, telephone sales, white mail response and customer service. Give them the final vote. It must be simple, clear, direct and—if you can possibly imagine it—foolproof.” —Malcolm Decker
• “Is it easy to read? Does it have adequate type size for readers whose eyesight will vary? Is it easy to understand, with room to include all information such as size, color, item number or other information important to the completion of the order?” —USA Direct
• Let customers order any way that floats their boat: phone, fax, Internet or snail mail.
• Offer a live person to answer questions—by phone, fax or Internet.
• Do not answer your phone with a recorded message.
• If the order comes in via the Internet, you need to send an instant acknowledgment.
• Send an e-notice when the product is shipped.
• And the last bit of wisdom from USA Direct: “Are customer assurances, such as return/refund policies and guarantees, featured clearly?”
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch’s Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.
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So true what you say here. People don't want to jump through hoops to give you their money.