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 publishers 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 Ren Gnam, lift notes are valuable to you as a direct mail marketing pro because they: - lift the quantity on individual orders
- lift the value of individual orders
- lift the number of orders for a deluxe version of a product
- lift response to offers of accessories sold with a product
- 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.
Colour: Consider using a different stock than your letter, preferably a different colour, 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.
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