The power of a P.S.
SHAKING THE TREE #45
I’m a big fan of using post scripts (P.S.) at the end of sales letters.
I include one at the end of every edition of Shaking the Tree.
Next to the headline and subheadings, a P.S. is one of the most important elements of any sales letter because other than your headline and your subheadings, your P.S. is one of the things that’s most likely to get read.
What exactly is a P.S.?
I’m glad you asked. A postscript (P.S.) is an additional message or note added at the end of a letter, typically following the writer’s signature.
Using a P.S. is a great way to convey something extra that the writer may have forgotten to include in the main body of the letter, or that they want to emphasize or reiterate.
The P.S. works for five main reasons:
They grab attention: P.S. is placed at the end, so it naturally catches the reader’s eye. It can draw attention to a crucial message or call to action.
They highlight important information: Use the P.S. to reiterate a key point, provide additional details, or make a strong closing statement. This can reinforce the main message of the letter.
You can use them to add a personal touch: A P.S. can be more personal and informal, giving your letter a friendly tone. You can use it to convey a warm sentiment or share a personal anecdote.
You can use them to correct mistakes: If you’ve made an error or omission in the main body of the letter, the P.S. is an ideal place to make corrections or clarifications.
You can use them to create urgency: When used effectively, a P.S. can create a sense of urgency. For example, you can use it to remind the recipient of a deadline or an upcoming event, or even to repeat an offer.
Now you know how they work, here’s how to make the best use of them:
Keep it concise: P.S. should be brief and to the point. Avoid making it longer than the main body of your letter.
Be relevant: Ensure that the content of the P.S. is related to the main message of the letter and serves a purpose.
Use it strategically: Think about what message or information will benefit from being placed in the P.S., and use it to strengthen your communication.
Make it stand out: You can use a slightly larger font, bold text, or a different color for the P.S. to make it visually distinct.
Add one in your signature: Always include your name or initials after the P.S. to maintain professionalism and clarity.
Including a P.S. (Postscript) in a sales letter is a valuable and time-tested technique in direct response marketing because it can also be used to:
Capture attention: The P.S. is one of the first elements that readers' eyes are drawn to after the headline and salutation. It offers a second chance to capture the reader's attention if the main body of the letter didn't immediately engage them. This can be especially crucial if recipients skim through the letter.
Reiterate the offer: The P.S. serves as a concise summary of the key offer or benefits presented in the letter. It reinforces the main message and provides a final reminder of what the reader stands to gain from taking action. This repetition can help solidify the message in the reader's mind.
Highlight a bonus: If there's a special bonus or extra incentive included in the offer, the P.S. is an ideal place to emphasize it. This can further sweeten the deal and encourage the reader to take action.
Overcome objections: The P.S. can also be used to address common objections or concerns that potential customers may have. By doing so, it can alleviate doubts and provide reassurance, making the decision to buy more comfortable for the reader.
Encourage response: A well-crafted P.S. often includes a clear and direct call to action. Whether it's a "Call Now," "Visit Our Website," or "Order Today," it prompts the reader to take the desired action immediately.
Enhance scannability: In today's fast-paced world, many people skim through content. The P.S. provides a concise, scannable summary of the most critical information. Readers who don't have time to read the entire letter can still get the gist of the offer from the P.S.
Add emotional appeal: The P.S. can inject emotion into the message. By highlighting the most compelling benefits or emotional triggers in the P.S., you can create a stronger emotional connection with the reader, making them more likely to respond.
Act as an important memory aid: People often remember the first and last things they read. Placing a strong message in the P.S. can leave a lasting impression on the reader, increasing the chances of them recalling your offer later.
And finally, from a marketing perspective, the P.S. is a convenient place to track the effectiveness of different sales letters or campaigns. By varying the P.S. content in A/B tests, you can determine which messages resonate best with your audience.
The P.S. is a valuable tool in the arsenal of a direct response marketer. It can reinforce the main message, create urgency, address objections, and drive action. When used effectively, the P.S. can significantly boost the response rates of sales letters and marketing materials.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … Why use sub-headings?