How to Make It Easy for Prospects to Order

Many copywriting newcomers don't understand the importance of the order device in making the sale. All too often, this crucial element is treated as an afterthought, one of those "Oh, yeah, I gotta do that too" things.

Reality is, a poorly designed order device can ruin a sale. Keep this from happening by making yours easy to follow, easy to fill in, and easy to return to the order address (which can be different from the company address … so check!).

To improve response, be sure to include the order address on the fill-in part of the order device. Do this even if the client provides a business reply envelope so the prospect knows where to send his money if the envelope gets lost.

If you're able to convince your client to do so, also include a phone number (toll-free, if possible) where the prospect can place orders.

On Web promotions, if the client agrees, include an order phone number. This increases the company's credibility and provides an option for prospects who may be uneasy about ordering on the Internet.

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The Professional Writers’ Alliance

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Published: February 5, 2007

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