add_option('woocommerce_cheque_description',__('Please send your cheque to Store Name, Store Street, Store Town, Store State / County, Store Postcode.','woothemes'));
<thead><tr><thscope="col"width="200px"><?php_e('Cheque Payment','woothemes');?></th><th scope="col" class="desc"><?php _e('Allows cheque payments. Why would you take cheques in this day and age? Well you probably wouldn\'t but it does allow you to make test purchases without having to use the sandbox area of a payment gateway which is useful for demonstrating to clients and for testing order emails and the \'success\' pages etc.', 'woothemes'); ?></th></tr></thead>
<tdclass="titledesc"><ahref="#"tip="<?php _e('This controls the title which the user sees during checkout.', 'woothemes') ?>"class="tips"tabindex="99"></a><?php_e('Method Title','woothemes')?>:</td>
<tdclass="titledesc"><ahref="#"tip="<?php _e('Let the customer know the payee and where they should be sending the cheque too and that their order won\'t be shipping until you receive it.', 'woothemes') ?>"class="tips"tabindex="99"></a><?php_e('Customer Message','woothemes')?>:</td>
<tdclass="forminp">
<inputclass="input-text wide-input"type="text"name="woocommerce_cheque_description"id="woocommerce_cheque_description"value="<?php if ($value = get_option('woocommerce_cheque_description')) echo $value; ?>"/>