8 Secrets of a High-Response Order Form

A good ORDER FORM for a fundraising or a directtheir choice.
sales letter must have the following 8 MINIMUM3) If you are selling products, make sure there is
components:a PRODUCT LIST with CHECK BOXES for all the
1) A set of CHECK BOXES for alternative positiveproducts the customer can order, followed with
responses, followed by text that SUMMARIZEStheir prices, and a TOTAL line at the bottom for
one more time the BENEFITS (both psychic andthem to calculate the total cost.
material) the donors/customers would be getting.4) Print as a list with CHECK BOXES all the
If you are thinking "but I've already detailed allSHIPPING OPTIONS available (if applicable),
those features and benefits within the body oftogether with their respective costs.
my fundraising letter (or direct sales copy). Why5) Provide AMPLE SPACE on the Order Form for
should I repeat it again?" let me remind you anthe donors/customers to fill in their Name, Last
uncomfortable fact of direct mail business:Name, Street Address, City, State, Zip, Phone
Most people will not read your copy beyond theNumber, Fax Number (optional), e-mail address
main headline and perhaps the first few lines of(optional), Credit Card Information.
the Front Page text.6) Pay special attention to CREDIT CARD
But they'll certainly read the Post Script (P.S.) noteINFORMATION block.
at the end of the letter.Start with a CHECK BOX that reads "Please
And then they'll read the ORDER FORM.charge my credit card."
So make sure to use that precious form as yetFollow it with CHECK BOXES for each Credit Card
another last-minute opportunity to "close the sale."you accept (Visa, MasterCard, AMEX, Discover,
Here is a BAD example of a check box on anDiners, etc.)
ORDER FORM:Then you should have "Credit Card No." followed
" ___ $10"by 16 small squares for the customers to write in
Here is a GOOD example of a check box:their card number.
"___ $10 YES! Caroline, here is my Ten Dollars toThis should be followed by Expiration Date
help you send 60 more disadvantaged kids this(enough space for the MONTH and YEAR of
summer to Camp Lake Three Pines, all expensesexpiration).
paid. Please send my FREE Bonus 1 (40 minuteOptional: you can also ask for the three-digit
DVD of .....) and FREE Bonus 2 (45-page bookletControl Number that most credit cards have
.....) right away to my below address TODAY!"printed in the BACK.
I guarantee you the second check box will beatThe last entry should be a blank space for that all
the first one each and every time.important SIGNATURE of the customer or donor,
2) Provide as many PAYMENT ALTERNATIVESauthorizing you for the billing.
as possible for your donors. Spell out such options7) Print your own Business Name, Address, Phone
as an easy to read list with CHECK BOXES.& Fax Numbers, web site URL, and e-mail
Here is a suggested list:a) Calling a phone numberaddress VERY CLEARLY on your Order Form.
(toll-free, if possible) to provide credit card8) If there is a FREE SHIPMENT offer (conditional
information.b) Mailing the Order Form to anor unconditional) or any other FREE offer(s) for
address with credit card information.c) Mailing thethose donating money or placing an order, make
Order Form to an address with a check orsure it is printed very prominently on the order
money order.d) Faxing the Order Form to aform. Make that FREE offer jump right out of the
phone number (toll-free, if possible) with creditform at first look.
card information.e) Paying through a PayPalIf you pay attention to the above 8 points, your
account.f) Visiting the business office and paying inOrder Form will become a potent tool in increasing
person.g) Visiting a web page and paying online.your sales and/or donations instead of just
All these options should again have a CHECK BOXanother piece of paper heading straight for the
right before them for the customers to confirmthrash bin.