Order! Order! A Guide to Writing an Effective Order Form
* the envelope promises a benefit or piques the reader's curiosity;
* the letter packs an emotional wallop and calls for action;
* the flyer provides detailed product information;
* the lift piece builds credibility; and
* the order form is where the rubber really hits the road.
You see, the order form is the place where the reader actually signs on the dotted line and makes a commitment. Whether you're asking the prospect to order the product and pay with a credit card number, request a free white paper, register for a Webinar, or act in any way, it's important to handle all the details of the order form properly.
Here are 10 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 you a contract, 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 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 such as: "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 such as: