3 Ways to Improve Your Direct Mail Order Form
2. Use Symbols
Symbols work because they can link to an action or a thing that it represents on an unconscious level. They're a staple of direct mail forms; just think of all the times you've seen a scissors icon along a dotted line, or a telephone icon next to a phone number.
PSE&G, a New Jersey utility, has been mailing well-designed order forms that make it easy for a customer to sign up and know exactly what they're getting. This is one (see the third image in the mediaplayer) that spans two panels of a self-mailer PSE&G mailed to promote its WorryFree appliance repair packages. The numbers next to each plan (and the covered appliances) correspond to a 4-color cutaway chart of a house on the remaining three panels of the mailer.
3. Restate the Pitch
An order form should stand on its own, so even if the rest of the package is separated from it, it can close the sale. One of the ASPCA's top membership appeals includes a legal-sized form (see the fourth image in the mediaplayer) that equates donation amounts with their impact. Each impact statement is accompanied by a photo of a dog or cat that was rescued by the group, further reinforcing the message.
The bottom line is this: with more color and bigger, easier to act on steps, your order forms will invite more involvement and interest from your prospects and customers, and be successful for you.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.
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