Killer Copy Won’t Work Without a Killer Order Form
Right here with order forms is where a lot of the best copy on the planet falls apart. Most are boring, not persuasive, and just plain ugly. Seems to me people, even experts, put an enormous amount of effort into writing the copy but little or none into arguably the most important aspect of killer copy, and that’s the order form.
I’ve made a precise science of this process, having studied geniuses like Ted Nicholas, Gary Halbert and Dan Kennedy. So here’s my take and what you NEED to do to fix this neglected area of the sales process! In fact, you’ll learn how to make yours stand out from the rest, compel your readers to purchase and dramatically increase your response rate.
This one will surprise you and it’s contrary to most but I doubt I differ from the guys above although I wouldn’t begin to compare myself to them. I’m just a bloody good student.
1. Create your offer first and write your order form first. Not just any old offer but a compelling offer that is sure to compel your prospect to buy. Well conceived offers can get you a sale where no sale exists and ensure that your copy is compelling. Writing the order form first forces you to comply with this process.
2. Your order form must be clear and precise and not confuse the prospect for half a second. Surprisingly some prospects even read your order form first, so the trick is to presume they haven’t read the sales copy first and your order form must be able to ‘do the job’ literally on it’s own and lead the client clearly and sequentially to what you want them to do, obviously, to order.
3. Where possible try not to use the term “Order Form”. Let’s face it, everyone knows when you order something it costs you money. Instead, try and turn this into a positive experience rather than a negative. Here’s just a few examples of what you can do:
- * Privilege Request
- Audit Certificate
- Membership Application
- Enrolment Application
- Enrolment Certificate
- 30 Day Trial Application
- Official Privilege Invitation
- Privilege Invitation
- Privilege Certificate
- Acceptance Certificate
- Send no money!
4. Begin your copy with a paragraph stated in the prospects own words, such as:
Yes, I’d like to INSTANTLY acquire KILLER copywriting skills so I can instantly extract the most amount of money from prospects and customers ethically, legally and morally by being able to write copy so good, I could sell sand in the desert! I want to use every tool I can to exploit human nature, and ethically make me a fortune helping my marketplace! I am anxious to become a better direct marketer, and realise that the “Killer Copywriting” pack is totally unique, cutting edge and is unavailable anywhere else! I also understand that all of “Killer Copywriting” comes with a no-hassle, 30 day money back guarantee! On that basis, please accept my order:
5. Although they have read the copy, restate what’s in it for them in your order form. Again, I’ll use an example to best describe what I’m referring to.
“Killer Copywriting – How To Write Copy So Good, You Can Sell Sand In The Desert!”
Would you like to learn how to write ads and letters that allow you to sell virtually anything you want, anytime you want, for as much money as you want? If so, here’s great news!
Announcing: the famous “Killer Copywriting Course, a 2 ½ hour guided audio tour and Guidebook of the best copy ever written, and how you can do the same!
Every killer copy technique is revealed to you. Every secret is demonstrated and illustrated for you.
Nothing is left out.
And, every technique is guaranteed to work for you if you put it to use. Secrets like:
- How to quickly and easily turn ‘everyday salesmanship’ into irresistible sales copy that automatically puts the reader into a trance and forces them to buy your products!
- Why you don’t need to be ‘school smart’ to make these secrets work and how having a degree can actually be a handicap to making real money!
- How to instant conquer writer’s block. You’ll never be stuck for words again because you’ll have hundreds of the greatest headlines ever written to jog your imagination and spark your natural writing brilliance!
- How to stop prospects dead in their tracks and force them to read and devour every single word of copy you write. (If you can’t get people to read what you write, you won’t sell a thing. The secrets you’ll learn are so powerful, that even if they don’t want to… they’ll be compelled to read every single word!)
- How to dive into your prospects pain, magnify it, and get them to see that you’re the only possible solution to their problems. (Using this one secret will allow you to charge any amount of money you want and still get your prospect to happily pay!)
- How to turn an ordinary sales letter into a world class sales letter simply by adding a few ‘sales boosters’ most copywriters don’t even know about.
- How to gain instant trust and credibility with everyone who reads your letters or ads. (You’ll discover that people buy from people they like and trust. You’ll see how easy it is to make an emotional connection with anyone and get them to instantly be in your corner!)
- How and why you must use stories throughout your copy to hypnotically capture your reader’s attention and lead them all the way to your order page!
- Dozens of tests that every sales letter or ad must pass before you even think about using them!
- How to use the right ‘trigger words’ that get people desperate to send you money.
- How to write teaser copy and bullets so powerful that people will order your product without any regards of price (You’ll discover that one little sentence, one little bullet buried into your ad, could be the overwhelming reason why people must get a hold of your product!)
- How to use ‘human psychology’ to step inside your prospects mind and discover the exact words you have to say to them to get them to open up their wallets and give you money. (You’ll quickly see that every living person has fears, desires, and wants that you can secretly uncover to fill your bank account up with money.)
- The complete guide to writing body copy that’s so persuasive, you’ll have to fight people off with a stick, as they beg you to take their money!
- Plus…much, much more!
You’ll note I’ve used blind bullet points which I’ve extracted out of my main copy. Plus I’ve even restated the guarantee on the order form. All this keeps the prospect motivated to purchase and reminds them of why it’s such a great deal. The last thing you want to do is lose them at this point.
6. Clearly restate any gifts or free bonuses they get when they order now.
But wait, there’s more! Four of my favourite words. Added value is a key component so make sure you restate any added value in your order form, including the actual dollar value and a deadline in which to qualify. This is your all important call to action.
BUT WAIT…THERE’S MORE: “Killer Copywriting” FREE Bonuses Worth $5,166.00
($2497 Retail Price!) – Instant Profits Secret Stash Of Proven Direct Marketing Winners Swipe (Cheat) File! One-Of-A-Kind Library Of Over 150 Proven Direct Advertising Samples From More Than 20 Different Industries, From Instant Profits Marketing’s Archives…Includes Ads, Sales Letters, Reports, Recorded Messages, Emails, Web Pages, Etc., including but not limited to:
- Accounting
- Automotive
- Banking
- Chiropractic
- Dental
- Financial Planning
- Golf
- Heating/Air Conditioning
- Indoor Air Quality
- Insurance
- Mail Order Courses
- Mortgage Broker
- Personal Trainer
- Pilates
- Studio
- Prescription Cards
- Press Releases
- Sales
- Training
- Web Sites
($197 – Retail Price) Killer Copywriting Checklist – 5 Pages Of Items You Can’t Forget In All Your Copy – $.25 – Having The Knowledge Of What To Include In All Your Copy So You Are Instantly As Good As Top Copywriting Pros- Priceless!
174 Of The Greatest Old Ads In History – The Best Education You Could Ever Get From Old Time Ad Masters Who Knew How To Write Ads So Good They Could Sell Sand In The Desert!
($47 Retail Price!) Headline Creator Pro – Software that Writes Dozens Of Killer Headlines FOR YOU In Seconds!
($950 Retail Price!) Instant Sales Letter Software – Writes Killer Copy Salesletters FOR YOU In Seconds! Can’t write a sales letter? Paint by numbers software does it for you!
($450 Retail Price!) 367 Greatest Headlines Ever Written – Book Of Secrets Used By Pros To Ethically Cheat On Headline Creation!
($30 Retail Price!) First Hundred Million – Best Book Ever Written About The Importance And Mechanics Of Headlines, Titles And Names…Written In 1927 – Hard To Find! Sold $100,000,000 worth of product at the turn of the century, WOW!
($600 Retail Price!) FREE Second Opinion Critique Certificate For Any Ad, Letter, Email, Web Site, etc.) Worth more than the entire package to you!
Read the complete copy clearly and you’ll understand that nothing is left to chance where bonuses and added value is concerned.
7. Restate your guarantee. The bolder your guarantee, the bigger the orders. For example, 30 day hold send no money increases sales by up to 300% and doubles returns. Double your money back guarantees increase sales by up to 50% and decrease returns by up to 50%. Likewise, a 60 day guarantee out pulls a 30 day guarantee, a 90 day guarantee out pulls a 60 day guarantee and so on and so forth. A lifetime guarantee out pulls all of them although I’ve used Double Your Money Back with enormous success.
8. Use a fancy border and coloured paper. If you make it look like a certificate using a certificate type border and paper, this is best. You can still do that online with the graphics that are available to you today. Preferably only print on one side of an order form. Don’t know why but double sided order forms decrease sales. Some things just are.
9. Give the prospect multiple methods of response. Different individuals prefer to respond differently when it comes to placing an order. My experience is offline most use the phone, followed by mail and fax. Online you should also give them multiple methods of response.
Here’s a sample:
Here’s Five Easy Ways To Order!
To get all the FREE bonuses you must order before …..
You can’t afford to wait. You need to take immediate action by doing one of the following:
1) Order On Line…The fastest way to order is directly online – ORDER ONLINE WITH OUR SECURE SERVER SHOPPING CART
2) By Fax . . . Or, you can print out the order form and fax your order to (08) 9201 2133. We accept orders 24 hours a day, 7 days a week.
3) 24 Hour Order Hotline…Alternatively you can ring with your credit card details to our 24 hour order line on (08) 9201 2122. If the lines are unattended please leave a message and we will get back to you the same day or you can leave details of the product you want to order, your name, address, credit details, don’t forget the expiry date and please speak clearly to avoid any delays.
4) Snail Mail…The fourth option is to print out the order form and mail it to PO Box 83 Mount Hawthorn Perth, Western Australia, 6915. Your order will be processed the same day we receive and sent to you immediately. Please allow 7 – 10 days for postage within Australia, and 14-21 days for International Orders.
5) Pick Up In Person…You can of course, if you wish, visit my office to collect your order. We are easy to find and can be found just ten minutes from Perth Central GPO. The address is 39 Scarborough Beach Road, North Perth, cnr of Pennant St. (the Charles St end of Scarborough Beach Rd, in fact only 300 metres from the corner).
It’s normal office hours, 9-5 Monday to Friday. However please avoid coming between 12 – 1, we like to enjoy our lunch break uninterrupted.
10. Always include a product table on the order form. Again this is to provide clarity, confuse them and you lose them. With a table they can clearly see everything they are getting and exactly what it is going to cost them. VERY VERY VERY important.
Of course it goes without saying you must list every product in your package, preferably what it is, by that I mean – manual, how many pages, CD, DVD etc. You do this both in a table and in your copy as you’ve witnessed described here.
11. Where possible and space permitting, include a photo of the product. People buy with their eyes, they like to see what they are getting for their money. The better the quality of the photo, the more products, the more likely you are to sell something.
12. Include a deadline/powerful call to action. Here’s a big one, often missed. Your order form should say something like “You must be one of the first 197 people to join before the date stamped in red at the top of the page to qualify for $6,466 in savings. Recently I made this particular offer at a seminar and added that you must be “one of the first 21 people to order to qualify for the massive saving plus the first 21 qualify for a half day coaching with myself, valued at $3000.”
Suffice to say there was a stampede to the table to be one of the first 21 to order. So… strong meaningful deadline and massive added value are a great combination. My sales about $70,000 in two hours. To learn how I did this visit …….
A final couple of hints I can offer, space permitting, is to include a photo of yourself or if you’ve got celebrity endorsement, a photo of that celebrity.
One final thing, don’t forget the details of how to order on your order form. It may even require a coupon. Anyway, I hope you never treat order forms with scant respect again.
By the way, if you are interested in ordering The “Killer Copy Writing” Course as I’ve described it from what you have read thus far, I have attached the very same privileged acceptance form I’ve included in this Rant. You should check it out any way to see how an “order form” should be done.
As always you can phone it through on 1800 685 155 with your credit card or mail it in with your cheque. Don’t forget to include your postal details.
Finally you can order it via our online secure server here.
All the best,
Mal Emery
Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. If you’ve missed any of my previous Rants, I have them all available
for you to see on my website.
