11 Effective Copywriting Tips Using The Lift Letter Approach For Your Online Business

Use these Lift Letter tips to improve your product benefits copywriting on landing pages and sales letters. 

1. Have your customer tell their story. 

2. Endorsements should be written in first person. Call upon verifiable moments (use names if possible). First person engages readers into the story, and names give your story context.

3. Design your own headline. Create variations. Read them out loud. 

4. Focus on the benefit. Name them up front: "Increased his income by 80%...", or "Saved her 18 year marriage...", or "Cured his aching knee..." It's best to limit to one or two benefits and focus on the message.

5. Make the copy clear that it’s coming from a real users experience. Use facts when possible.

6. Include key, fill-in-the-blank phrases like “If I hadn't tried X product...”, or “I've joined thousands of others who...”, keeps the writing focused on one big idea.

7. Use emotional language, not logic or sales language.

8. At the same time, steer clear of hyperactive words like magnificent, explosive, unbelievable, astounding, shocking, etc.

9. Also steer clear of great, good, wonderful, excellent, and “really”. Try to avoid using 'claims'.

10. Use Lift Letter style of copywriting as an opportunity to talk about something other than the product. Stress credentials, past successes, credibility, authority, integrity. Customers buy your promise before they buy your products.

11. Give your copywriting life with easily readable fonts, high definition graphics, vibrant colors, framing text, etc. Use analytics to track engagement.

Direct mail copywriters have been using the Lift Letter approach for years and it’s now carried over online. 

With a few adjustments, online copywriters can adapt the Lift Letter approach to their projects and separate themselves from the competition. It's a new way of using an old approach to the online sales process.