First Up: Lift Letters
5. You Can Get Personal, or Even Technical
"Lift letters can give you a way to connect more personally with the prospect or to handle special things that might interrupt the flow of the main letter," states Greenawalt. You also can provide technical information about a product's or service's benefits, such as from the perspective of a technical person, Friesen illustrates.
6. It Doesn't Have to Be a ‘Letter'
Hennerberg has a couple of insurance packages that have been mailed nearly 40 million times, and both include lift notes, neither of which are "letters." Rather, he says, "they're statistics and facts that didn't fit into the letter. In this case, death rates ... [which] didn't seem to fit in the letter. By stating them in a lift note, they could stand on their own."
To sum up, I'll quote what Friesen said to me at the end of our interview: "Thanks for reminding me about lift letters, Ethan. I have a couple of new assignments to create a test mailing package to beat the control ... and I may just have to add one to both!"