P.S. What Should Come at the End of My Letter?

imagesAt a recent consulting day, a client asked me if her letters needed a ‘P.S.’ at the end of them. She added, “I don’t see the point. Why do marketers use them?”

After a big sigh, I told her, “Every sales letter needs a P.S. – don’t even think about completing your letter until you’ve created one. The P.S. can make or break your letter.”

According to DM legend Ted Nicholas, the 7 most used P.S. types in successful sales letters are those which:

1. Motivate the prospect to take action now

==> Ex. “P.S. We will not repeat this offer in 2004. please act now. This offer expires on 12/31/03.”

2. Reinforce the offer

==> Ex. “P.S. Apply today, and enjoy all the benefits of membership. Those listed here are just a handful of what’s available…”

3. Emphasize or introduce a premium or bonus

==> Ex. “P.S. We’ve ordered enough FREE CREELS – we think – to meet the anticipated response. But they are likely to go fast, so why risk waiting months while we re-order? Since your creel will be shipped as soon as you pay for your subscription, why not get it immediately by enclosing payment now?”

4. Introduce a surprise benefit

==> Ex. “P.S. Please note that your Gift Card has your name on it – and may not be used by anyone else.”

5. Emphasize price or terms of your offer 

==> Ex. “P.S. Put our statements to the proof by subscribing for the next 12 weeks for just $12. This is the shortest subscription term we offer – and is a perfect way to get acquainted with The Gazette.”

6. Emphasize tax deductibility of purchase

==> Ex. “P.S. It’s important to note that The Gazette’s subscription price may be tax deductible.”

7. Emphasize guarantee

==> Ex. “P.S. Should The Gazette not measure up to your expectations, you may cancel this trial arrangement at any point and receive a refund for the undelivered portion of your subscription.”

Hope that helps. If I can be of any help to you with your sales letters, direct mail campaigns or otherwise, please do not hesitate to reach out to me.

Dedicated to helping you multiply your income in 2013 (and beyond!),

“No BS” Craig

Craig Valine, Marketing Performance Strategist
Entrepreneur | Author | Speaker

Enhanced Marketing Performance LLC
(626) 507-8228  Office
(626) 507-8504  Fax