BETTER ORDER FORMS

When copy consultants critique direct-mail packages that just bombed, chances are they will spend more time studying the order forms than any other components. Why? The order form is where sales are made or lost. Increasingly, it's where prospects turn first to find quick answers to the product claims, offer, price, terms and guarantee. If this basic information is muddied with hard-to-track copy or sloppy graphics, your near-perfect brochure and letter aren't likely to get read.

So after you carefully structure your order form or reply card, put it to the acid test before you go to print.

Is the message clear?

Does it cover all key points?

Is it easy to read?

Is it inviting to the eye?

Does it look important?

Does it have a feeling of urgency?

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