From: Direct Response - Digest of Direct Marketing
Publisher’s Corner

Lift Notes: One key to increase returns

About 25 years ago, an additional component was added to mailing packages by mailers all across the United States. Magazine publishers called it a “publisher’s note,” but those in the general direct mail industry referred to it as a “lift note,” because it “lifted” response.

Most of these familiar notices read, “Open only if you decide not to buy,” or, adding a twist, “Open only if you decide to buy.” After they had been in use for some time, the benefits of lift notes became readily apparent: they seem to be irresistible to the prospect; they generate very high readership; and most importantly, it is common that these notes increase response by approximately 10%–15%.

What makes a successful lift note? There are some very simple, but very important guidelines.

Lift notes may vary in size, but 5½" by 8¼" is typical. The copy inside the lift note must be written in the same style and use the same direct response techniques as the letter.

Short paragraphs and words should be used. The majority of the words (65%–75%) should be five letters or fewer, unless all of your prospects are PhDs—an unlikely occurrence.

Like the rest of the package, the lift note should stress your Unique Selling Proposition (USP)—what sets your product or service apart from the competition. Make sure that the lift note stresses the USP.

Though the space in a lift note is limited, use bullets and testimonials when possible. And always use a P.S. As with your sales letter, the P.S. is often read first.

One key to creating a lift note that helps produce increases of 20%–35% in response is originally in creative focus. The lift note teaser copy is an ideal place for this, a creative way of getting the prospect to open the note and read it.

Even the most casual reader of direct mail will tire of “Open only if you decide not to buy.” Here are some innovative alternatives we’ve come up with for our promotions:

• “I’ll never forget that moment. I can still hear his voice…” (Harry Browne’s Special Report)

• These days, a FREE offer usually has a catch. (Data Transmission Network)

• What, another emergency? INSIDE: A surprisingly simple solution. (Household Bank)

• Urgent. The coin market seems poised for explosion. And you can be a part of it. (Panda America)

• “I have a hard time thinking without it!” —Bill Moyers (New Perspectives Quarterly)

• One more surprising fact… (’88 Olympic Support Committee)

• A message from: Chris Berman, ESPN, National Sportscaster of the Year. They ask me all the time: “How did you know that?” I smile. (The Edelstein Pro Football Report)

• A commuter’s horror story and how you can avoid it. (Wesco)

And all of these lift notes stress a unique focus that can help persuade the reader to buy, but is not found in the main letter of the mailing package.

Each of the lift notes has a call to action after the focus is explained. And of course, the address and telephone number are always included on the lift note. (Probably the biggest mistake marketers make with lift notes is leaving off the address and telephone number.)

Let’s take a detailed look at a lift note we did for a promotion of Wall Street Stock Forecaster newsletter. The teaser is well-geared toward the prospects—namely, investors who are wondering how to differentiate between the large number of investment newsletters out there.

The copy of the lift note follows the rules of successful direct mail copy, following up immediately on its promise of separating the truth from the myth.

Paragraphs four through six emphasize the newsletter’s USP. In this case, the USP is that readers of Wall Street Stock Forecaster have an investment newsletter they can trust from an advisor with a noted record of success.

The seventh paragraph informs the prospect of what the readership of Wall Street Stock Forecaster consists of. This serves to build up credibility.

The ninth paragraph stresses the guarantee, and the Post Script—which many prospects will read before they read the rest of the lift note—emphasizes the 6 FREE Special Reports the prospect will enjoy by subscribing now.

Because of their potential to raise response, lift notes are often used as tests to see if a unique copy approach will affect response. Small though they are, lift notes are important to the success of many direct mail campaigns.

Perceived risks:
how to come out ahead

For many people, purchasing products through direct mail is a wonderful convenience. For others, the products and services offered are attractive, but these potential customers have many reservations about ordering. Experts call these reservations “perceived risks.”

What are these perceived risks, and how can marketers overcome them?

• Perceived financial risk. This means concern on the part of the customer about any financial loss incurred by purchasing this product. This can encompass the product’s price, shipping/handling charges, sales tax and any post-purchase expenses. Financial risk is further compounded by the socioeconomic status of the customer.

I’ll be glad to talk to you about these powerful marketing tools. One of them could provide you with the marketing breakthrough you’ve been looking for. Please call me at (310) 212-5727 or e-mail me at craig@cdmginc.com.