The last thing a potential buyer sees in your sales material is your order form. That is your last chance to make the sale … to remind the potential buyer why owning your product is a smart decision for him.
So it’s imperative that you re-state the main points of your offer in the form. Remind the buyer how much he’ll save, how good he’ll feel, why getting it now is a great idea, etc.
Your order form is one of the critical elements of the sales process, so don’t design it as an afterthought. Put as much forethought into it as possible. This is especially important when you do direct mail.