Copywriting Articles by John Forde

1. Copywriting Secret of the Masters:
Mastering the Hidden Power of Lift Notes
by: John Forde
www.ProCopyWritingTactics.com

2. Mastering the Hidden Power of Lift Notes
Well thought out lift notes carry power many copywriters don’t understand.
If you understand and harness this power, you will not only improve
response, you’ll also gain a significant advantage over other copywriters.
Lift notes – also known as lift letters – are short, one- or two-sided notes
enclosed in a direct-mail package to ―lift‖ response rates. As simple as they
might seem, they can push reluctant buyers to your side of the fence.
They can be quick to produce, and are often the first thing direct-mail
prospects read. And yet – as simple as they are – a good lift note can
sometimes boost response rates by 25% or more.
You can apply the lift note concept to all different kinds of formats, in all
different kinds of ways.
Lift notes are used most often in envelope packages. They’re usually from
someone other than the person who signs the main letter. It could be the
company president, a celebrity endorser, a happy user, or the head of an
independent testing company.
These have to be real people, and you cannot use their names without first
getting their permission. And after writing the lift note, you have to get their
okay on what you’ve written.
For self-mailers – a format that doesn’t require an envelope – the lift note
might be done as a cover-wrap, as a faux Post-It (R) note, or as an added
note on the inside front cover.
In e-letter promotions, lift notes are frequently neglected. However, they can
be just as effective here as on print promotions.
E-letter lift notes typically sit above or to the side of the body copy. They can
also be on a separate webpage connected by a hyperlink. In this case, have
them open in a separate, smaller page. Don’t have them appear as pop-ups,
since many browsers filter these.
Of course, the same rules of strong copywriting apply to lift notes. For
instance, personal is far better than impersonal. Keep sentences and
paragraphs short. And focus on core promise and benefits.
Special Things a Lift Note Can Do for Your Promotion
Here are just a few ideas. Use a lift note to…
 Counter key buying objections.
 Test your ―second-best‖ or alternate promo headline or approach.
 Give readers an extra testimonial.
www.ProCopyWritingTactics.com

3.  Make your message sound even more important by getting your
company president to sign it. (But don’t make the lift note sound
―corporate.‖)
 Get a more personal feeling by neatly handwriting it or by using an
unfamiliar script font.
 Emphasize the time deadline.
 Focus on the best aspect of the offer (the premium, guarantee,
discount, etc.).
 Emphasize long-standing credibility.
 Cover a recent event, giving the promotion a greater sense of
immediacy.
 Underscore your USP – the ONE THING that really gives your product
an edge over everyone else’s.
 Emphasize track record, unusual and impressive credentials, or to
make the benefits of the most important package feature especially
clear.
Let’s Look at Theory in Practice
Copywriter David Yale wrote a lift note to boost sales of a book by a lesser-
known golf pro.
―It was tested,‖ Yale said, ―and the results speak for themselves. The lift
note boosted response by more than 25%… and added almost 33% profit
per piece mailed.‖
How did it work?
Johnny Miller, a well-known golf pro, had written the foreword to the book. It
included a glowing endorsement. Yale just adapted Miller’s foreword and
turned it into a lift note, complete with his photo.
Now… here’s how you can take advantage of the lift note idea right now. Find
a working promo that doesn’t have a lift note – one that’s been around a few
times… and offer to write a lift note for it.
Someone did that with one of my own packages. He charged the publisher
$300. I complained, but the complaints fell on deaf ears.
His lift note had boosted the response of the package by 30%!
www.ProCopyWritingTactics.com

4. John Forde:A Master at Writing
More Controls More Often
"If you write copy … how many chances to sell your talents to the businesses
you know and trust have you overlooked? Company websites … local sales
brochures … online ads and sales letters … print ads in local papers … even
P.R. pieces or ezine editorial.
It might be the small gigs that get you started. It might be the big
opportunities that let you smack the cover off the ball at your first at bat.
Either way, I’ve met plenty of people who had no grasp about what role
copywriters play.
Masterson’s [Accelerated Program for Six-Figure Copywriting] offers the
most thorough and well-organized approach to the subject I’ve seen
anywhere. There’s not a technique or secret in there that I haven’t found
helpful over the years. I owe a great deal of my own success to Mike
Masterson. And I tell him so regularly. As for the program, I’d recommend it
to anybody – not just direct-mail copywriters, but anyone who’s trying to get
a grip on what makes marketing work."
— John Forde
JOHN FORDE has been writing winning controls for going on two decades
now. He’s made untold millions for clients in the financial, health, and travel
industries. John also works as a copy coach, hosting intense seminars for
two or three hundred marketers and copywriters at a time.
John Forde also writes the successful and very useful eletter, The
Copywriter’s Roundtable.
www.ProCopyWritingTactics.com