"Read this only if you have decided NOT to take advantage of this incredible offer!"
You've probably seen this line, or one just like it, a thousand times before. It's always on the cover of a small, folded slip of paper that's an inevitable part of your junk mail.
Except this little piece of paper definitely isn't junk. It works. It lifts response. In fact, that's why, in the copywriting business, it's known as a "lift letter." (You may also see it referred to as a "publisher's letter" or a "second letter.")
Yes. Lift letters can add a substantial boost to many direct mail packages, and they should not be disdained or overlooked when you're trying to sell something by mail.
Bob Stone, one of the direct response industry's pioneers, and a man 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?
OK, I grant you that by now the line I quoted at the top of this page is nothing more than a tired, worn-out cliché. As copywriters, we should always be looking for ways to cut through the clutter -- not settle for bland and mindless formulas. Still, just because you or I hate a specific line, it doesn't mean we have to reject a whole technique that can help us sell a product.
Nope. I'm a true believer. I've seen for myself that lift letters can lift profits — which is what successful marketing communications is all about!
Enough said. Here are some proven tips and techniques you can put to use today:
1. Keep it small
You don't want your lift letter to fight with other parts of the package. Therefore, stick with modest dimensions. 5" x 7" or 7" x 7" folded once works well. Or try 8" x 5-1/2" folded into thirds.