News
 Everything
You Need to Know About Using Lift Notes
By Alan Sharpe
Know one of the quickest ways to boost the
effectiveness of your direct mail sales letters?
Mail two letters instead of one, in the same
envelope.
The second letter is called a lift note. You slip it
in your direct mail package to “lift” (increase)
response. Second letters are also called lift
letters. Publishers call them publisher’s letters,
because they are usually signed by the publisher.
The classic lift note is a sheet of paper that folds
in half. On the front is usually a teaser, maybe an
image. And on the inside is a note, usually written
by someone other than the person who signed the
letter.
Why use lift notes
According to direct mail author and trainer René
Gnam, lift notes are valuable to you as a direct
mail marketing pro because they:
1. Lift the quantity on individual orders
2. Lift the value of individual orders
3. Lift the number of orders for a deluxe version of
a product
4. Lift response to offers of accessories sold with
a product
5. Lift orders for other items in the product line,
such as the second title in a series of training
DVDs
How to use lift notes
Size: Your lift note should be smaller than your
letter in dimension. A smaller size stands out,
promises to be a quick read, and raises curiosity.
Color: Consider using a different stock than your
letter, preferably a different color, to make your
lift note conspicuous.
Images: If your lift note features a message from a
celebrity or someone important (your publisher, for
example), consider placing a photo of said luminary
on the front of the lift note, with a suitable
teaser headline to persuade readers inside.
Copy: The essence of an effective lift note is
brevity. Enough said.
Folds: To make an impression, your lift note can
also fold in a different way than your letter, with
a tent fold, for example.
Signature: The person who signs the lift note should
be someone other than the person who signs the
letter. Otherwise you look silly mailing two letters
in one envelope, even though you are mailing two
letters in one envelope.
--- Alan Sharpe is a B2B direct mail copywriter and
lead generation specialist who helps business owners
and marketing managers attract new clients using
direct mail marketing.
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