|
A lift letter can add a substantial boost to a direct mail package, and this tactic should not be disdained or overlooked when you’re trying to sell something by mail. In fact, that’s why it’s known as a “lift letter” in the copywriting business. (You may also see it referred to as a “publisher’s letter” or a “second letter.”) Bob Stone, one of the direct response industry’s pioneers, and a copywriter who has been collecting response data for decades, has stated that “such a letter boosts response 10 percent or more.” Wouldn’t it be silly to walk away from a fact like that without at least doing some testing?
Here are some proven tips and techniques you can put to use to make lift notes work for you:
1. Keep it small. You don’t want your lift letter to fight with other parts of the package, so stick with modest dimensions. The familiar 5” x 7” or 7” x 7” folded once works well. Or try a 8” x 5-1/2” folded into thirds.
2. Fold your lift letter. Why? Because a headline on the cover by itself builds interest. And because the act of opening the letter creates a subtle form of involvement with your mailing.
3. Stick to one point. Because you’re dealing with a small space, don’t try to write another “War and Peace.” Say one thing, but say it well and forcefully. Maybe you should hammer away at your guarantee. Or tell a “time is running out” story. Whatever you do, be sure to keep it simple.
4. Keep it personal. A lift letter is a real one-on-one communication, a final word from one human being to another. So keep it personal and human. That may mean using handwriting on the cover or “lightening up” the tone of the copy. A lift letter is not the place to overwhelm the reader. It’s the place to entice, cajole, entreat and sometimes even do a little creative begging!
5. Have it signed by an “authority.” Often it works well to have the lift letter signed by someone with a higher corporate status than the person who signed the major selling letter in the package. For example, if the main letter is signed by a sales manager, the lift letter can come from the senior vice president.
6. Don’t forget the P.S. Postscripts get read like crazy, so consider including one in your lift letter. Note: The P.S. can be handwritten for a personal touch.
Here are some proven tips and techniques you can put to use to make lift notes work for you:
1. Keep it small. You don’t want your lift letter to fight with other parts of the package, so stick with modest dimensions. The familiar 5” x 7” or 7” x 7” folded once works well. Or try a 8” x 5-1/2” folded into thirds.
2. Fold your lift letter. Why? Because a headline on the cover by itself builds interest. And because the act of opening the letter creates a subtle form of involvement with your mailing.
3. Stick to one point. Because you’re dealing with a small space, don’t try to write another “War and Peace.” Say one thing, but say it well and forcefully. Maybe you should hammer away at your guarantee. Or tell a “time is running out” story. Whatever you do, be sure to keep it simple.
4. Keep it personal. A lift letter is a real one-on-one communication, a final word from one human being to another. So keep it personal and human. That may mean using handwriting on the cover or “lightening up” the tone of the copy. A lift letter is not the place to overwhelm the reader. It’s the place to entice, cajole, entreat and sometimes even do a little creative begging!
5. Have it signed by an “authority.” Often it works well to have the lift letter signed by someone with a higher corporate status than the person who signed the major selling letter in the package. For example, if the main letter is signed by a sales manager, the lift letter can come from the senior vice president.
6. Don’t forget the P.S. Postscripts get read like crazy, so consider including one in your lift letter. Note: The P.S. can be handwritten for a personal touch.
Companies Mentioned:
 |
|
|
Secrets of Direct Marketing Testing
PURLs for Profit