Writing and Speaking > Copywriting > Persuading People to Buy Copywriting Questions Answered for a Business Owner Part 5
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Article rating : 0.00, 0 votes. Author : Carol Bentley
In a recent consultation a client, who is a business owner, asked questions about writing compelling letters and adverts.
In this fifth article he wanted to know how to make sure his order form didn't 'kill the sale'
Question In your book, you say the order form can be a stumbling block that prevents people responding to your offer. What would you advise to turn the form into a good response generator rather than a barrier to responding?
Answer
Think of your response form as a 1-page advert for the offer in your letter:
1 Have a compelling descriptive title
2 Write from the responders point of view. E.g. Yes I do
3 Repeat the details and real benefits of the offer.
4 Design it to encourage people to respond without even having to read your letter it should contain everything they need to know about your offer, including benefits, price, how to take up the offer and what they can expect to receive.
Often people look at a response form and make their decision on the spot without even glancing at the letter itself. But not everyone so dont think you can get away with writing a less effective letter!
5 Tell your prospect precisely what to do with the form don't leave them guessing. Do you
want them to post it or fax it? How do they pay? Are you offering different payment methods? Leave enough space for them to write their credit card details.
6 Be careful with your wording. It must be straightforward, clear and easy to understand. Give the form to someone who is not involved with the project and ask them to fill it in. If they ask questions - your job is not finished. Re-write your response form and check it again with someone else.
7 Check the form carefully, use the 31 point checklist from my book every time you create a response form. It can save you from making simple, but very expensive mistakes. Its so easy to miss out the obvious things like giving an address to send it to!
©2005 Original Work by Carol Bentley
Would you like a copy of my 31-point checklist? Visit http://www.CarolBentley.com and Click on Got a Question? and ask for yours.
Carol Bentley; author of 'I Want to Buy Your Product... Have You Sent Me a Letter Yet? (How to create powerful sales letters, advertisements, flyers, brochures, web pages and newsletters that persuade hundreds, or even thousands, of additional customers and clients to buy from you!)***** Rated 5-star on Amazon.co.uk by 7 reviewers.
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