They don't call them "lift letters" for nothing.

The term for the buck slip or monarch-size note from someone other than the signer of the sales letter comes from the fact that they invariably lift response.

Just because they appear to be an after-thought, or a quick add-on, doesn't mean that you shouldn't put a lot of time and attention

Inside, under the letterhead "Lynn Carlson" is a note from her, as Vice President, Subscriptions:

Dear Reader

It was originally my idea to offer a free introductory issue of HARPER'S Magazine.

I wagered that, if HARPER'S is everything we say it is, one issue would be enough to convince people to subscribe.

It's a gamble that has paid off. So far, a gratifying number of those who've sampled a free issue have decided to stay with us as subscribers.

I hope you'll choose to stay with us as well. However, I want you to understand that you are under no obligation to do so.

Simply return the enclosed acceptance to receive your free issue. If you like it, you can receive the next 11 issues at a savings of 78% off the single copy price. But if you find that HARPER'S isn't for you, you pay nothing, owe nothing, and may keep your free issue with our compliments.

I look forward to sending your free issue soon.

She sticks to just one point, restates the offer, and does both in a friendly me-to-you tone--the hallmarks of a good lift letter,