Put some pop in your package with a well-crafted lift note.

By Jerry Huntsinger

Anyway, a lift note is much like a P.S. It serves the same function, only it’s supercharged. I guarantee you, it gets read before anything else in the package — especially if it’s yellow.

Why yellow? Because yellow works. Duh.

Perhaps you remember 30 years ago or so when magazine publishers started using a little, folded yellow lift note that said on the outside, “In case you decided to say ‘no’ to this offer … “ And on the inside was a special message from the publisher telling you why the subscription offer was so great.