Did you know that the P.S. is the second most read part of any letter?  So it must be a pretty important part, don’t you think?  We talked about bullet points last week.  To review, check out that blog post below.  Today, we’ll briefly touch on the P.S.

Studies by direct marketing researchers has shown that right after the headline, the PS is the second most read part of almost every letter or correspondence you send out.  What happens is the recipient reads your headline then naturally turns to the last page to see who sent it, and reads your P.S. message.

In your P.S. your goal should be to tell your whole story such as the benefits, your promises or guarantees,communicate urgency and restate the bonuses if you’re offering any. 

So how do you get all that into one little P.S.  With multiple P.S’s of course.  There’s no rule that says you can only use one PS in a letter, so if you need to use more than one, by all means do it!  I can’t remember the last time I sent any letter that was more than 1 page with just one PS.

Here’s a tip for P.S’s, if you have 3 of them (so that would be a PS, a PPS, and a PPPS), your middle one should be the most important.  That should include your call to action, offer etc.  You can further set apart the 3rd PS by using a different type style, font, bolds and italics or even a handwritten note. 

We’ve got just a couple more topics to go in our discussion on all things copywriting.  Stay tuned for the next installment.  See you then!

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