First Up: Lift Letters
Since these pieces are inserted somewhere between the letter and brochure (if the letter was the addressing piece), copywriter Ivan Levison reminds that you don't want your lift letter to compete with other parts of the package. It should complement, instead.
3. Provide Another Point of View
Lift letters can provide another point of view, another voice with yet another reason for why the recipient should respond. Gary Hennerberg, a copywriter and direct marketing consultant, believes it's vital that a lift note be something different from the rest of the package, and from a different person, perhaps outside the organization.
For example, the other point of view can be from an authority or celebrity. Levison claims 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.
"The lift gives you a chance to come at the prospect from a different angle, to change voice and shift perspective," explains Scheck, who says that many writers simply restate the offer. But he considers that an opportunity-to get the prospect's attention-wasted. "It may be your last chance to seal the deal!"
4. Address Buying Objections
Lift letters also are great for addressing buying objections using customer testimonials, claims Friesen. In a prospecting mailing created for a travel/tour company, she used a lift letter from a new first-time customer to address the buying objection, "I don't know this travel company, and these people want me to spend $3,000-$5,000 with them for a 2-week tour. Why should I trust them?"
Friesen explains, "The testimonial was written by a seasoned traveler who had been in the Navy. After retiring, he and his wife still traveled, but decided to give this tour company a try. He addressed every potential risk head-on. The letter was a powerful perspective—the perfect addition to the sales letter signed by the company owner. And we got to print it on letterhead that included his retired Navy commander status. Impressive."