P.S. Have you ever noticed that every sales letter ends with a P.S.? It’s true. And there’s good reason why.
Now look at your latest postcard mailing. Did you include a P.S. on yours? If you didn’t, here’s a quick test. Send out the next postcard, identical in every way to the last, with one simple change. Include a simple P.S. at the end.
What should you say? What’s the one message you want to leave imprinted vividly on your reader’s mind. Put it down. Make that your P.S. It may be re-emphasizing your telephone number, it may be telling your reader about your incredible and generous offer again. It could be just about anything that you believe will persuade them to pick up that phone, call you and use your services.
Why is the P.S. such a fundamental fixture in the copywriting world? Because it works. Pure and simple. Statistics show that after the headline of your copy, your reader will immediately turn to see who has sent the mailing. And in the process, the reader then reads the P.S.
This means that if you don’t use a P.S. you’re missing out on a vital selling opportunity.
Here are two simple steps you need to keep in mind as you write your next postcard mailing. If you can remember these when you write your P.S., you’ll have strengthened your mailing by 100 percent. And your response rate will show this.
First, you must remember that since it’s read by the vast majority of people first, it’s really a valuable introduction to your letter. So what does this mean for you? You need to make sure that anything you state in your P.S. is not only mentioned in the body of your letter, but actually amplified in it. Your reader may actually be reading the letter to gain more information about the topic mentioned in the P.S.
Second, you need to keep the P.S. simple and clean. This is essentially important in a postcard mailing where actual space is limited. Unlike some mailings, you don’t have the luxury of using eight pages to outline your offer. You must make it short and succinct. This means words are at a premium. And so is your P.S.
You may have noticed that some copywriters load the end of the letter not with just one of these messages but several. It’s almost as if you’re reading an entire recap of the letter. Don’t make this mistake. It just defeats the purpose of a short, sweet teaser.
Just as you spend a good deal of time perfecting the headline of your mailing, you need to spend some time, effort and thought, deciding what your P.S. message says. While it can be anything you deem appropriate, urgent and necessary, you do need to say it with flare. So don’t hurriedly write this.
The next time you write a complete postcard text again, write the headline first. Then write the P.S. After that you can write the letter. Guaranteed, you’ll be pleased with the outcome.