"Little things mean a lot"--consider the humble lift letter.There is a long-running debate about which element is the most critical one in a newsletter direct mail promotion piece. It's hard to argue with the premise that--
* The list is most important since the best package in the world won't be read if it is mailed to the wrong list, or
* The envelope is most important since the best offer in the world won't sell if the prospects don't open the envelope, or
* The offer is the most important since a great package will flop FLOP - 1. An early system on the IBM 701.
[Listed in CACM 2(5):16 (May 1959)]. if the offer isn't really attractive.
And, of course, the letter has to be compelling, packed with reason-why, benefits-oriented copy.
But, as the classic song has it, "Little Things Mean a Lot."
In that vein, some words of praise for the Publisher's Letter.
You know what I mean--the "second letter" added to the package, which is usually, as the name implies, from the publisher. It's used to restate re·state
tr.v. re·stat·ed, re·stat·ing, re·states
To state again or in a new form. See Synonyms at repeat.
re·state some key point(s) of the offer.
It is also often called a "lift letter" because it is said to "lift" response to the package. Tests usually show an impact of about 10+ percent from the addition of a publisher's letter.
And, needless to say, 10 percent can be worthwhile, especially from an element that usually adds only a penny or two to the price of the package.
Here's a hypothetical Hypothetical is an adjective, meaning of or pertaining to a hypothesis. See:
If a lift letter added 10 percent to the response, raising the rate to .0033, that would be nine additional orders and another $1,773. Nice.
Liftt letter points to keep in mind
Here are some points to keep in mind when designing a lift letter for your package.
* Many successful ones have been headlined, "Please don't read this letter unless you've decided not to accept our no-risk offer." The premise is that prospects, being contrary, will read this letter first.
* Often the lift letter is formatted, when opened, as "Memo from the Desk of" the publisher.
* If the lift letter is signed by the publisher, as is usual, have someone else--the editor or the marketing director--be the signatory sig·na·to·ry
Bound by signed agreement: the signatory parties to a contract.
n. pl. sig·na·to·ries
One that has signed a treaty or other document. of the sales letter. It doesn't really make much sense for one person to send two letters in the same package.
* So many of these notes begin with the phrase "Frankly, I'm puzzled puz·zle
v. puz·zled, puz·zling, puz·zles
1. To baffle or confuse mentally by presenting or being a difficult problem or matter.
2. " that I once headlined the outside of a lift letter, "Your 'Frankly, I'm Puzzled' letter is enclosed en·close also in·close
tr.v. en·closed, en·clos·ing, en·clos·es
1. To surround on all sides; close in.
2. To fence in so as to prevent common use: enclosed the pasture. ."
* The text of a lift letter usually features some or all of the following:
--Restating the major benefits to the reader,
--Emphasizing the guarantee and the no-risk nature of the offer,
--Further gloriously glo·ri·ous
1. Having or deserving glory; famous.
2. Conferring or advancing glory: a glorious achievement.
3. describing the FREE premium report,
--A P.S., of course, directing the prospect to the order form.
* If the editor is signing the sales letter, the lift letter can include credentials CREDENTIALS, international law. The instruments which authorize and establish a public minister in his character with the state or prince to whom they are addressed. If the state or prince receive the minister, he can be received only in the quality attributed to him in his credentials. copy and awards won--important stuff to get into the package without the editor tooting For the crater on Mars, see .
Coordinates: Tooting is a suburb in the London Borough of Wandsworth in south London. It is 5 miles (8.1 km) south south-west of Charing Cross. his or her own horn.
None of this is set in stone, of course. At United we did a test, and a lift letter from the publisher, "Why I founded XXX letter" clobbered the "traditional" version which restated reader benefits from the sales letter.
Closing thought. Although it's a package insert package insert Pharmacology A synopsis of key physicochemical, pharmacologic, clinical efficacy, and clinical safety properties of a prescription drug, bundled therewith, intended to be highly readable and helpful to clinicians looking for specific , make sure the lift letter is an adequate size, perhaps 5 X 7 or 6 X 6 before folding. Smaller than that and it can pretty much disappear among the various elements.