Reinventing the Humble (but Powerful) PS

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I can’t remember the exact time or place. I cannot remember the specific source of the data. But I do remember this: in a direct marketing sales letter, the “P.S.” is the second most important part of the letter!

Here’s how it works.

When a prospect opens the envelope and unfolds the direct mail sales letter, the first thing they look for is their name. (That’s also the first thing they look at before they open the envelope. They want to be certain the letter is for them.)

So they look at the salutation. “Dear Peter” or “Dear Mr. Britton.” They feel good that you know who they are and they are reading something that is for them personally. (That’s why letters with personalization perform better than generic letters with a “Dear Friend” salutation.)

The next thing they look at is the P.S.

Yup… they skip all that great copy, the headlines, the bullet points, the call to action… and go right to the P.S.

The rule is that the P.S. “either reinforces the most important benefit of the sale, or offers an exciting new twist, or additional bonus benefit.”

When tested, letters with a P.S. against a letter without, the winner is clear. Add the P.S. to boost response.

NOTE: This also works in job application cover letters! The addition of a P.S. increases the number of interviews the cover letter generates!

Now we come to the modern age. Internet! E-Mails! And the P.S. simply disappears to the bottom of the screen… or worse yet, the viewer must scroll down to find it.

(When the reader has the piece of paper in her or his hands, the physical action of finding the P.S. is faster and easier.)

So, you write a great email sales letter – or an e-commerce web site or landing page featuring a long-copy letter format – and your super great P.S. is never found, or found too late.

So, let’s reinvent the humble P.S. and give it back its power.

In the printed version, P.S. stands for “post script.” In the electronic world, let’s change that to “PRE SCRIPT!”

Yes… put the PS before the letter… right at the top. And use it with the same powerful purpose as in the traditional direct mail format.

Like this…

(Imagine this at the top of and email or a landing page above the headline…)

P.S.: Before you read this, please understand that if you click here and place your order within 24 hours, we will erase and eliminate the shipping fee! Yes, placing your order in the next 24 hours saves you $9.99. Click here or continue to read and find our how Acme Products do much more than save you money…

Or this…

P.S.: Below you will discover 10 reasons why Acme Products helps you lose weight and look great. But the most important reason is this: when you are fitter and trimmer, and HEALTHIER, you give yourself the chance to live a long and happy life. Isn’t protecting your future from illness and disease worth a few minutes of reading? Please, for the sake of your future, read this email and respond today!

So, there’s one for an email and one for a web long-copy landing page.

The P.S. works for you. It increases response to your communications.

Peter T. Britton

Idea Generator. Wordsmith. Resultant.

PTB@novuscom.net