Quick Tip:
Turn Your Offer on Its Head for Better Results

Many C-level copywriters treat the order device as an afterthought. And they’ll stay C-level as long as they do.

What these copywriters don’t get is that the order device is one of the most important components of your promotional package.

For starters, a substantial number of your prospects will look at your order device before reading your letter. So it must clearly restate your promise and benefits – briefly, but compellingly.

Your order device must also present your offer in a way that makes the prospect want to put his hard-earned money down. As a reminder, the offer is what you’re giving in exchange for that money: the product (including how much or for how long) and any special extras (like premiums or discounts).

Frequently, you’ll be presenting a multi-level offer, perhaps a one-, three-, or six-month supply of a nutritional supplement or a one-year or two-year subscription to a newsletter.

Generally, each level of your offer will also have premiums, discounts, and other extras. Many copywriters handle this in what seems the logical way on the order device: by listing the options from the least expensive to the most expensive.

But because your most expensive option should be the best deal with the most extras, it makes more sense to present that option first.

Putting the most goodies and the best offer up front can significantly boost results. Here’s what a typical offer like this looks like (notice the difference in font size):

  • BEST DEAL! Get 6 months of NutraPress and receive a 35% discount plus FREE SHIPPING for a total saving of over 40%. You pay only $XX.XX for six full months of guaranteed nutritional support. Plus, as our way of thanking you for you first-time order, you’ll also get …
    • Premium 1 (described)
    • Premium 2 (described)
    • Premium 3 (described)
  • GREAT DEAL! Get 3 months of NutraPress and receive a 25% discount ($XX.XX plus $XX.XX shipping and handling). And, as our thank you for your first-time order, you’ll also get …
    • Premium 1 (described)
    • Premium 2 (described)
  • REALLY GOOD DEAL! Get 1 month of NutraPress for $XX.XX (plus $XX.XX shipping and handling). And, as our thank you for you first-time order, you’ll also get …
    • Premium 1 (described)
The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: December 3, 2007

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