A lift letter or note is a second, small communication inserted into a direct-mail package along with a multi-page sales letter

A business can say a lot about itself, but customers tend to believe other customers first. That is what gives testimonials their value. They provide reassurance, reinforce credibility, and help turn marketing claims into something more believable.

In today’s marketing landscape, being heard can be a challenge—but being believed is even more so! Audiences are exposed to thousands of messages daily, segmented with algorithms, and as a result, have become highly selective about what earns their attention and trust.

Direct mail remains one of the most effective ways to reach your audience, but even the best letter can fail if the copy doesn’t connect. The goal is simple: your letter should capture attention, clearly communicate value, and guide the reader to act.

Rather than guessing what will work, you can evaluate your direct mail copy with a few targeted principles. These help you avoid common pitfalls and craft messages that resonate — whether your goal is to generate leads, drive donations, or prompt responses.

Marketers are often tempted to use unusual, novelty creative content, but when it comes to advertising copywriting, the basics usually outperform flashy or clever ideas. The fundamentals—clear messaging, strong offers, and easy calls to action—are what engage and entice people to respond. As the saying goes, tried and true ideas are often the best ideas.

In the ever-evolving landscape of marketing and communication, certain headline approaches endure, continuing to captivate audiences with their clarity, urgency, and resonance.

A Creative Brief is the foundation of any successful marketing campaign. It outlines the strategy, defines clear goals, and keeps every team member aligned. When done right, it eliminates confusion, speeds up production, and helps avoid wasted time and budget.

Many years ago, Newsweek magazine was one of the first advertisers to send out a mailing featuring personalized (variable) printing. Its mailing addressed recipients with a variable fill that repeated the addressee’s name six or seven times in different areas of the mailing. Unfortunately, the Newsweek mailer often misspelled the recipient’s last name. Which effectively cancelled out the power of personalization to pull in orders. The lesson to be learned: technology does not