Order! Order! A Guide to Writing an Effective Order Form
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4. Minimize the number of qualifying, marketing-type questions you ask. Response rates plummet as the number of probing questions you ask increases. Typical questions you'd love to ask but should consider avoiding include:
* How many people are in your department?
* What's your budget?
* When do you plan on making a purchase of a new system?
* What solution are you currently using?
5. Include your guarantee on the order form. Since you want to reassure your prospect at the moment he is deciding to act, reprint your fabulous guarantee right on the order card. It's comforting to the prospect.
6. Precheck the "Yes" box. If you're going to include a little box for checking next to the "Yes" line, precheck it.
7. In the first line (after the "Yes") restate the benefits. That way, if the order form is the first thing prospects read, they'll understand the offer fully. For example:
/X/ Yes. Please send me your FREE Information Kit.
/X/ Yes. I want to find out more about how American Management Solutions can solve some of the toughest budget and management problems I face. So send me your FREE Information Kit titled "How to Make Your Budget Go Farther in Difficult Times" without risk or obligation.
8. Make sure you include your fax and phone number, Web site URL, and e-mail address. While you can say, "For faster action, call 1-800-123-1234," you never know how people want to respond; so include ALL response options on the order form.