Why have a P.
S.
? A certain Christian Godefrey, one of Europe's most successful direct marketers once admitted to Ted Nicholas that for his first 5 years in direct marketing he never used a P.
S.
When he added a P.
S to an already profitable sales letter his response rate increased by an amazing 300%.
"How can a small thing like a P.
S.
make that much difference" I hear you ask.
Well as a copywriter you would love for your reader to read every word of your carefully crafted letter wouldn't you? We all know that's not going to happen, but after the headline the P.
S.
is the best read part of your letter.
You see what actually happens is that your prospect will read your headline which will obviously interest them enough to find out more.
They then look at the bottom of your letter where they find your signature and P.
S.
People tend to scan through a sales letter picking up on the parts that interest them.
Here are 5 types of successful P.
S.
's:
S.
longer than the sales letter itself.
I don't really like this and as a rule if you can't read the P.
S.
without taking a breath it's too long.
What about a P.
P.
S.
? I don't know about you but this appears to me to be a bit desperate, as if you haven't done a good enough job of selling.
So "Only One P.
S" and always treat it with the respect it deserves, after all it is your letter's bottom line.
S.
? A certain Christian Godefrey, one of Europe's most successful direct marketers once admitted to Ted Nicholas that for his first 5 years in direct marketing he never used a P.
S.
When he added a P.
S to an already profitable sales letter his response rate increased by an amazing 300%.
"How can a small thing like a P.
S.
make that much difference" I hear you ask.
Well as a copywriter you would love for your reader to read every word of your carefully crafted letter wouldn't you? We all know that's not going to happen, but after the headline the P.
S.
is the best read part of your letter.
You see what actually happens is that your prospect will read your headline which will obviously interest them enough to find out more.
They then look at the bottom of your letter where they find your signature and P.
S.
People tend to scan through a sales letter picking up on the parts that interest them.
Here are 5 types of successful P.
S.
's:
- Motivate the prospect to take action now...
An example of this would be "P.
S.
We will not repeat this offer.
Please act now.
This offer expires on..
...
" - Reinforce the offer...
Can be very powerful if properly used providing the offer is compelling. - Introduce a surprise benefit...
This could just make those ditherers decide and take action.
"P.
S.
I nearly forgot to mention, included in your membership is this beautiful..
..
and best of all it's free" - Emphasize the price or terms of your offer...
An example of this would be "P.
S.
Send no money now.
If you are not completely delighted with...
return within 30 days and owe nothing" - Emphasize the guarantee...
A money back guarantee takes away the risk for your prospect.
"P.
S.
Don't forget our no-risk money back guarantee"
S.
longer than the sales letter itself.
I don't really like this and as a rule if you can't read the P.
S.
without taking a breath it's too long.
What about a P.
P.
S.
? I don't know about you but this appears to me to be a bit desperate, as if you haven't done a good enough job of selling.
So "Only One P.
S" and always treat it with the respect it deserves, after all it is your letter's bottom line.