"Give the order device more time and effort per square inch than any other piece in the package" — Malcolm Decker

Speak to 10 copywriters and you’ll get 10 different responses to the question, "What do you work on first when preparing a direct response promotion?"

Some folks will spend the bulk of their initial writing time crafting headlines. In fact, I think most do and many books/courses suggest that you do, too.

But I’m a contrarian by nature. I like to start with the order form. I’ve talked a little about this before in a post I did on breaking through writer’s block. Too often treated as an afterthought by novice copywriters, "the order device speaks in the voice of your reader" (thanks to Bob Matheo for that nice phrasing) starting with "YES, I want to start living the good life before I’m too old to enjoy it. Please rush me …"

See what I mean? Almost every other component of your piece will speak TO and WITH the reader. Your order form flips the perspective and it’s your customer speaking to YOU.

Consider these 3 essential thinking points about your order form:

#1: It’s a concise restatement of your core promise, major benefit, and offer.

#2: It’s generally the last piece someone sees before deciding to act on, put aside or toss your promotion in the trash.

#3: Often times, it’s the only piece that someone saves if they decide to put aside your promotion for further reflection.

Whoa, on second thought, it’s pretty damned important, ain’t it?

Here are 5 steps to making sure your order device has what it takes to "seal the deal" with your prospect:

Lead with a strong headline - rework/restate the headline
from your letter. You want it short and snappy, focused on the core
promise/primary benefit. Work in a little urgency, too, with a deadline
or other reason to act now instead of later. And be specific.

Your "YES, I want" paragraph should reflect your promotion’s key promise/benefits in the first person.
And if your offer includes premiums or bonuses, add them here, too. For
example, "I also get a copy of the 32-page mini-book, WIDGET, a $X.xx
value, absolutely free when I place my order by DEADLINE. (Notice how I
worked in the urgency thing again.)

And don’t forget that big fat bulls-eye of a check-off box in front.
Corny? Maybe, but it works and helps nudge the prospect into reading a
bit more.

Multiple offers? Lead with your Best Buy first! I’m not a
huge fan of making several offers upfront, especially with brand-new
customers. I think too much choice can paralyze your prospect and
they’ll decide to not to decide. But if it’s a logical upsell, like a
deluxe edition vs a standard, it can work well.

I generally prefer to get the customer through the path of least
resistance and then work them through the various marketing/sales
promotions because your biggest cost is getting them as a customer in
the first place. Remember, dollars to get ‘em, pennies to keep ‘em.

Get paid! Make this part easy and logical. Today, we
generally encourage the credit card option first. Make sure you ask for
all the info you need AND a signature. Add check/money order, PayPal,
whatever else makes sense for your client.

Get all the delivery info! Most direct mail is already personalized
with the recipient’s name/address, etc, but for online offers, make
sure you get everything you need to ship your order and/or follow-up
with your customer. That could include a Business Name, if needed …
day/evening phone numbers … fax number … and email address. Don’t
ask for more than you need, tho. That’s a turn-off.

Offer order alternatives. In addition to your primary method, offer phone, fax, email or website order options.

Another marketing tip for you — Customers will choose their payment method based on how they want you to communicate with them.
So, if a customer calls-in their order rather than use your website,
make a note in your customer database. Need to reach them? Call them
instead of emailing them. Write a promotion that leads with your
toll-free number.)

BONUS TIP!

For direct mail promotions - DON’T FORGET TO INCLUDE YOUR COMPANY’S FULL ADDRESS ON THE FORM. Response envelopes often disappear and if your almost-customer can’t find your address, they’ll bag your offer in a NY minute.

Maven’s Maxim
When all is said and done, "No response device — no responses." — Anver Suleiman