Last updated: 7/2009

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Mark Everett Johnson has been writing breakthrough direct mail for 26 years.
Results of the first direct mail donor acquisition letter he ever wrote were reported on the front page of The Wall Street Journal on August 29, 1984 ¨C "13 million mailed, 300,000 favorable replies, $3.6 million in donations."
His success in two decades of writing direct mail for publishers has been equally spectacular. As copy chief and creative director for Rodale, he wrote ten newsletter and magazine circulation controls including DMA Echo Award-winning subscriber acquisition packages for Prevention and Scuba Diving, as well as many successful customer retention pieces.
As a marketing communications consultant since 1992, he has amassed an elite client list that includes Mayo Clinic, Harvard Law School, Boardroom, Cond¨¦ Nast and more. He is author of possibly the most successful newsletter promotion ever created with more than 2.7 million subscriptions sold by direct mail (and a winner of The Newsletter on Newsletters' coveted Promotion Award).
Much more than a top flight creative writer, Johnson is a veteran direct marketer who helps his clients discover full value and tap overlooked opportunities. He gave one publisher a price test that increased revenues by millions of dollars with no additional cost and no erosion in response. He has created scores of creative tests from evolutionary to revolutionary, helping his clients keep response strong quarter after quarter, year after year.

Mark Everett Johnson writes such successful direct response that the results of one campaign were reported on the front page of The Wall Street Journal.Use proven success tactics ¨C for online & for print

Avoid tactics that have bombed

Plan what you're going to do with all that extra cash in your pocket!
"Mark ¨C Congratulations on a stellar performance for your new copy, by far and away the consistent winner (40%-50% bump). We used Revenue per Letter as our measuring stick to take into account that your copy not only improved response but generated more 3-year terms, consequently more revenue. Thanks for all your help!"

--Frank MacKay, Executive V.P., Oaktree Systems
Dear Direct Marketer,
You probably already know that offer, price and other elements of your order form can have a greater impact on response rates than any other element of your creative.
To get an idea of just how big a lift you can get, we asked a group of newsletter, magazine and e-book publishers the results they've seen from changing their order forms. Here's what they said¨C
82% lift from an offer structure change for a $39 consumer newsletter
31% lift from an installment offer for a $27 consumer magazine
45% revenue increase ? from raising the price of a $127 marketing newsletter
43% lift from a new premium for a $24 consumer health letter
24% lift from a triple editorial premium for a $48 design magazine "Mark -- We're really starting to wonder what we ever did before you came along! Once again, your letter has done very well.

"In just two weeks your letter has raised nearly
$ , and that's in addition to the $ that has come in from your July letter. We've never seen those kind of results in the summer before, and we truly feel all the credit goes to you."

--Executive Director, American Red Cross Regional Chapter
27% lift from a term/price adjustment to a consumer pet newsletter
49% lift from a URL change for a consumer e-book
38% lift from a Yes/No/Maybe sticker device for a $32 art magazine.
52% increase ? from a premium change at a $99 investment newsletter
98% increase in units sold ¨C from an offer change for a marketing e-book
36% lift from a guarantee change for a $37 consumer D-I-Y magazine
Note that each of the above came from changing just 1 item on the order card. Imagine if you changed 2 or more!
Obviously, your order form gives you more leverage than your copy, your design, your pictures, links, or brochures. Yet when was the last time you investigated what's working in order forms?
"If any single component of the direct mail package can kill an order, it is a poorly constructed reply document."
?USA Direct (now Vertis Communications)

Learn to analyze order forms through the eyes of Mark Everett Johnson!
Copywriter Mark Everett Johnson is an order form guru whose direct response results have made the front page of The Wall Street Journal (see his bio in the left column). He's seen it all in order forms, and ¨C more importantly ¨C he's also seen the results created by those order forms!
Now you can sit right beside Mark as he reviews nine different order forms, some of which won The Newsletter on Newsletters' prestigious Marketing Awards, given to the most successful direct-response promotions. Learn what made some of them rake in the money, while others seemed to repel customers. For example ¨C
"Mark's work made the magazine's message come alive for millions of readers."

--Sanford Beldon, Publisher (retired), Prevention magazine
Prescriptions for Healthy Living won the 2006 Gold Award for Best Consumer Direct Mail Package. Learn from Mark the 3 design elements on the order form that helped make it such a success.

Stellar Stock Report won the 2005 Silver Award for Best Promotion for an Investment Newsletter. You'll see their order form and listen while Mark points out the great tactics used to get such a high response. Plus he'll show you a great order-form tactic they used to get people to provide their email addresses. Without hurting response!

Second Opinion won the 2006 Silver Award for Best Consumer Direct Mail Package. You'll see their unique presentation of a guarantee and their exceptional use of color in four strategic spots.
"Mark Johnson is a direct marketer who happens to be a great copywriter.

"I value his skills. He is a 'profit builder.'"

? William Cullen, direct marketing consultant
Mark will walk you through an online order form that increased revenues by 249%. No, that is not a typo. Unit sales doubled, and the cash per unit also rose, making for one very happy publisher!
You'll also see an order form that makes every mistake in the book. (The name of the publication is hidden ¨C to protect the guilty!)
AND¡­ you'll learn the secrets of Mark's order form for the consumer health newsletter published by a famous medical clinic ¨C a form that has sold almost 3 million subscriptions and is still going strong. Get complete details on how this order form has evolved and why each change contributed to this blockbuster success ¨C now in excess of $65 million in gross subscription revenue.
"We had a huge mailing for one of our health newsletters, a 150,000-200,000-piece test. We rolled out to 5 million. But then we decided to change things on the reply form. It lost lots of money. We violated our own basic direct mail principles. We tinkered with what was working. One little thing, the format of the reply form. And that was only about 7 or 8 years ago."
--Thomas L. Phillips,
founder, Phillips International Inc.

Success comes in different formats!
Order forms can be online or printed. They can take up a full page, or a small coupon on that page. Or they could fit unfolded in a #9 envelope. Learn what works best in each format ¨C so you can pick what will work best for YOUR sales!
Does your order form work for the different types of your targets?
Your targets do not arrive at your order form with the same needs. Learn how to make one order form work for each type of potential customer.
"Give the order card more time and effort per square inch than any other piece in the package."
- Malcolm Decker,
Direct marketing consultant and copywriter

Here's the order-form help you get!
Learn what's working in ¨C
Order form headlines ¨C the top 9 performers!
Order form "contract" language
Guarantees
Payment options
Premiums ¨C editorial or products
Common mistakes
For direct mail order forms, you'll learn what's working in ¨C
Name & address presentation
BRE, CRE, or no return envelop
Order form design & coloration
Involvement devices
Creating urgency
For online order forms, you'll learn what's working in ¨C
Order form tracking & linking
Order form buttons
Premium strategies
Offering choices
Creating urgency
Save $thousands! Guaranteed!
Mark Everett Johnson charges thousands, sometimes tens of thousands of dollars to write an ad or direct mail package. And publishers happily pay it ¨C knowing the benefit to their promotions will make those fees look like chump change!
This report would be an absolute steal at $195, but Mark has asked we price it low, in order to help more direct marketers benefit from it. I protested it was already ridiculously cheap at $195, but Mark insisted. Before he comes to his senses and lets me raise the price, you'd be smart to grab ORDER FORMS THAT SELL! at just $47.
AND¡­ you get bonuses!
As if the low price weren't enough, you also get two more guides by Mark for improving your creative and your results¡­.
Bonus #1
How to Run a Creative Review
Regularly reviewing creative, brainstorming for new ideas and implementing well chosen tests is essential for the ongoing success of any direct marketing program.
In this guide based on Mark's experience as creative director for a major magazine and book publisher, you'll learn who should be involved in a creative review¡­ how often reviews should be held¡­ where creative reviews should be held¡­ what topics should be on the agenda and more.
Bonus #2
6 Offers to Test in the Next 12 Months
The best way to improve your response is to improve your offer. That's why ¨C after list tests ¨C offer tests should make up the bulk of your direct mail testing schedule.
In this guide, you'll get six of Mark's favorite tests that can move your response up to the next level.
Risk nothing!
You can look it over and decide for yourself if it is everything you expected. If not, just let me know within 8 weeks and you'll receive a full, 100% refund.
No waiting around!
No need for you to send out even one more promotion ¨C and get back less cash than you could. You can start benefiting TODAY ¨C in less than 10 minutes! ¨C from the help inside ORDER FORMS THAT SELL!

Marlene Jensen
Publisher
The Newsletter on Newsletters
P.S. No matter what you are selling ¨C newsletters, books, health products, financial offers or widgets ? the techniques in ORDER FORMS THAT SELL! will apply to your order form, guaranteed. Mark's work in the enormous marketplace for newsletters has enabled him to test scores of order form changes on hundreds of millions of pieces of mail. Few copywriters get to test new ideas every quarter for ten-plus years on a package that mails 3-5 million pieces per rollout. Mark has done that, kept track of the results and now brings you tens of millions of dollars worth of direct response testing for the ridiculous price of only $47. You don't have to be in the newsletter business to reap the rewards of ORDER FORMS THAT SELL! ? you only have to want to make more money from direct response!
Click HERE to order.
This book is in PDF format, and requires Acrobat Reader, which you can download for FREE by clicking the following link: http://adobe.com/products/acrobat/readstep2_allversions.html
Yes, I want to make SURE my promotions grab every single order they can, whether I'm selling newsletters, magazines, books, nutritional supplements or pantyhose.
I want to make SURE I'm not making any dumb mistakes that can sabotage my success.
I want to pay just $47 for this 56-page book. (I understand that this price may go up at any time.)
I also want ¨C for FREE ¨C my two bonus reports:
How to Run a Creative Review, AND
6 Offers to Test in the Next 6 Months

I understand that I'll receive an immediate email with my download instructions - and I'll have a full 8 weeks to decide if it is everything you say it is. If I disagree, for any reason, I can get a full, 100% refund.

ORDER FORMS THAT SELL!
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