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.