Almost every direct mail piece has a post script (P.S.).
But most are done wrong … and do not have the powerful impact on direct response and profit that a properly written P.S. can have.
And everyone who knows direct marketing rules agrees. But most experts do a P.S. wrong.
Here are tips to fool proof your P.S. and enjoy more leads and sales.
The blunder many marketers make is failing to understand the psychology behind it. The P.S. is a powerful hook to get your prospects to read the letter. But many marketers don’t use it as a hook to get customers intrigued or motivated to read.
Creating curiosity is key when using the P.S. at the close of your letter. Many studies have shown that your prospects will read the P.S. before they read the letter.
It’s the first thing that they read—not page 1. They look at the signer, then the P.S. So it is crucial that your P.S. intrigues your prospects enough that they will read the letter from the start.
Here is an example I used for one of my clients, Stock Pickers Digest:
P.S. Markets today can be tough on many investors. Here’s how to get out of that up-and-down turmoil and stop wasting your time and your money. On page 3, I revealed 5 secrets that could help you capture profits of 50% or more in 1 year or less. Now is the time for you to start profiting from these secrets.
So the P.S. had an intriguing hook to read the letter.
This is critical to properly creating a P.S.
The second part of the P.S. is creating tension as to why I must respond now. For example, do this by having a “limited time offer” deadline.
This technique is displayed in the P.S. I did for The Weather Channel in our marketing to small businesses to see local commercials.
“P.S. we’ll provide you an extra 12 ads completely FREE if you respond by March 17 and you are the first to register in your local cable system. That’s 12 ads FREE. Call Today!”
Also, never forget to direct them to the order by phone, landing pages or using the ordering form available inside the box.
For example, here is a P.S. for my client Wine of the Month Club:
P.s. As I mentioned above, I’ll send you a third bottle when you act in 10 days, plus all six privileges. You’re unlikely to find these little-known wines in your local store. Call 1-800-949-9463 to activate your membership today.”
Need help with your copy and strategy?
Contact me at firstname.lastname@example.org or call me at 310-212-5727 and will put together a profitable and winning campaign.