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How To Create An Order Form That Leads To More Sales Your order form is a crucial component of your marketing communications – both online and offline. As a separate piece of your direct mail package, or individual page of your website, the order page brings together the key components of your sales message in one concise summary. In essence, the order form should facilitate the sale. After all, it’s the ultimate destination you want prospects to reach -- and reach it they must, if they are to place a direct order. Here are seven simple ideas to help you craft an effective order form: 1. Consider your order form to be an independent sales vehicle – something that can stand on it’s own. Summarize the most important points mentioned in your sales letter including the major benefits, entire offer and risk-free guarantee. Give prospects the short version – a compact picture of all they get with their order. Make it clear and unmistakable. 2. Write in the first person, as though the customer is verifying the order in her own mind. Begin with an affirmative -- "YES, I want to learn how to sell my clients homes in 16 days or less!" This is a noticeable shift from your sales letter, which is written in the second person -- "How you can learn to sell homes like the top producers in 16 days or less!” 3. It's often a good idea to begin by writing the order form first. This forces you to get to the heart and soul of your key benefits, offer and guarantee -- all important points that should be restated on the order page. 4. Communicate the terms of your offer clearly and succinctly. Make it easy to read and understand quickly. Let your prospect know in no uncertain terms the quick and easy way(s) to get exactly what she wants. 5. Include these significant elements: the various payment options you accept, major benefits, bonus items, guarantee, plenty of space for your customer’s contact information, any shipping/handling charges and applicable taxes. Make the total amount payable obvious. 6. The entire order form should be easy to read and process in very little time. Any directions provided must be crystal clear to the prospect/customer. It should lead buyers through a simple process where all that's been promised awaits. Upon completion, your customer should feel some degree of excitement and anticipation. 7. Arrange the various pieces that make up your order form in the same sequence you presented them in the sales letter. Don't introduce anything new or radically different at this point. From a visual point of view, you can highlight any key elements such as the free premiums you're including, or your guarantee. This way it's easy for the prospect to review without raising a red flag unnecessarily. One favorite technique I like to use is to add an additional testimonial and to make it leap off the page visually. A strong testimonial here can help seal the deal. It acts as one more piece of convincing evidence in favor of the sale. More resources at www.makeyoursalessoar.com
This article was posted on January 18, 2006
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