If one of your major reasons of writing a sales letter is to sell the more which I am betting that is what you want, then, *always* add a good post script (PS) to your sales letter.
Here’s why: the PS is the most often read part of a sales letter after the headline, but often the most neglected.
In this post, I answered 5 cogent frequently asked questions about the postscript, while I highlighted its power, I will show you how you can use it to strengthen your offer and “add some sugar to your deal” and lastly give you templates which you can modify for your use no matter your niche.
1. So, What Precisely Is A PS?
According to Wikipedia: “The term comes from the Latin post scriptum, an expression meaning
“written after” … (which may be interpreted in the sense of “that which comes after the writing”).
A postscript may be a sentence, a paragraph, or occasionally many paragraphs added, often hastily and incidentally, after the signature of a letter “
The concept of the post script came during antiquated times when letters were written by hand without the plus of having correction fluids and if the writer forgets to add a thought within the body of the letter will either rewrite the whole letter or just add the thought as a PS.
These days, the PS is added either because a lot of readers are scanners (due to their ‘busy’ schedule, they read the headline and just jump or scroll down to the bottom of the letter), want to satisfy their thirst for knowledge, justify their coming to read the letter in the first place or all of the reasons stated. In all cases, the PS is not about logic anymore, but more about its convincing power. It has often being called the second headline and this very true.
2. Reasons Why Post Scripts Work Very Well?
- They appear less like a professional, formal sales pitch but more personal and informal.
- They help to convert on-the-fence readers who scroll all the way down the copy and past the “buy now” button. If very well constructed, a post script could help push a hesitant over the edge and into your customer base.
- They act as a final statement to support the copy that came before, recap or buttress a fundamental principle of the letter, or stresses the need to take action quickly.
- They add a rare surprise or twist through information not previously added, in order to clinch the deal.
NOTE: Your offer’s credibility can be enhanced by:
- Adding a testimonial
- Restating the guarantee or
- Adding a stronger guarantee
- Most importantly Post Scripts, offer a brief summary of the letter, reaffirm its main purpose and restate any of its key points, for example, the big idea, the compelling promise, the major benefits (you can use a fresh benefit altogether) or the call to action by emphasizing the sense of urgency — either by creating a scarcity factor not mentioned in the letter, or by emphasizing one that was already mentioned.
It is worth pointing out again that the goal of the PS is to literally “be in your prospects’ shoes” and identify what could hold them back from ordering, then, address that objection.
3. What you should NOT do in your PS?
Do not re-state your offer. This is because you want to direct your prospect back to reading the body of the sales copy.
Do not introduce new bits of information — unless those bits are supported in the letter, or meant to arouse curiosity, forcing the reader back into the copy.
4. What Is The Maximum Number Of PS Allowed?
While there are no hard and fast rules about the number of post scripts that can be used, it is best to stick with a maximum of three post scripts. Reason; being that I have used it with maximum success and other copywriters like Michel Fortin agree as well. Other PSs are written in the format PPS, PPPS, etc.
The method of writing another post script is the same as covered.
5. Can You Provide Templates Which Can Be Modified For Use?
Of course, here they are:
With your order, in addition to the [product] report with over [benefit], you will automatically get the [bonus1] and the [bonus2] for free. That’s a $34 value on its own, but FREE for you today.
Our unique new guarantee reflects our confidence in ________ ability to work for you. If you don’t save at least __ times your subscription cost, your money will be refunded back to you at any time during your subscription right up to the very last day.
An Example On How To Use A Headline To Create A Post Script
Recall that the PS is adjudged to be a second headline, but that doesn’t mean that the headline has to be repeated in its entirety. Here is an example of how to do that.
“Who Else Wants To Earn $300 In Less Than 5 Days From Now”
The post script can be written thus:
Give me 5 Days and You Might Make $300 – Or Your Money Back. Simply fill in the blanks… and you’re done in under an hour, without entering any confusing code or mind-numbing research – even if you’ve never used a computer for anything more than email.
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