Take It From This Copywriter -- You Need a Lift!
"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, 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 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.")
Yes. 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. 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?
O.K., I know that by now the line I quoted at the top of this article is nothing more than a tired, worn-out cliche. As copywriters, we always should be looking for ways to cut through the clutter, not settle for bland and mindless formulas. Still, just because you or I may hate a specific line doesn't mean we have to reject a whole copywriting technique.
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 to amke lift notes work for you: