It doesn’t matter whether your sales message is on paper or online — the P.S. (postscript) is still one of the most-read parts of your letter.
Prospects who receive direct mail letters often read the headline and first couple paragraphs, then flip to the last page and scan the P.S. and whatever else is below the signature line.
The same thing happens with online sales letters. Prospects often scan the top then scroll to the bottom. If they like what they see, they may scroll back up to the top and continue reading.
So what should you say in your P.S.? Here are a few ideas:
- Reiterate the offer, including the price and deadline to respond (if applicable).
- Reinforce the guarantee. Remove the risk of purchasing to encourage the prospect to take action.
- Restate the big idea of your sales letter. Remind your prospect of the benefits of ordering today.
- Introduce an extra benefit not mentioned in the sales letter. For example, the famous Wall Street Journal letter introduces a potential tax benefit. It says: “P.S. It’s important to note that The Journal’s subscription price may be tax deductible.”
- Intensify the urgency. Tell your prospect why he could miss out if he doesn’t respond immediately.
- Introduce more social proof. Save one of your strongest testimonials for last.
While the P.S. comes after much of the selling is done, it should not be an afterthought.
Spend some time crafting your P.S. to maximize its selling power.
-Ryan M. Healy
P.S. I specialize in writing direct response sales letters and emails. Contact me if you have a project in mind. Limited availability. Email at email@example.com or call 720-344-7788.
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