If you’ve been doing direct marketing for any length of time, you know that a powerful P.S. can dramatically increase direct mail response.
And everyone who knows direct marketing rules agrees. But most experts do a P.S. wrong.
Tips to failproof your P.S.
The main blunder many direct marketers make is failing to understand the psychology behind the P.S. They don’t use it as a hook to get customers intrigued or motivated to read the letter.
Creating curiosity is key when using the P.S. at the close of your letter. The fact is many studies have shown that your prospects will read the P.S. before they read the letter. So it is crucial that your P.S. intrigues your prospects enough that they will read the letter.
Here is an example I recently used for one of my clients, Stock Pickers Digest:
P.S. Marketers like today's 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 9, 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. Take advantage of my Best Deal Offer, save over 30% on your 1-year subscription and get 4 FREE Special Reports, including The #1 Stock Pick of 2004!, 7 Shooting Star Stocks for a Volatile Market, The Value Seekers Guide to Profit Making in Turbulent Markets and The Key Sectors That Will Help You Profit from Two World Challenging Technologies.
The other two components
The second part of the P.S. is creating tension as to why I must respond now. Do this by having a "limited-time offer" deadline.
This technique is displayed in the P.P.S. I did for The Weather Channel:
P.P.S We'll provide you an extra 12 ads completely FREE if you respond by March 17, 2006, 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, online or using the ordering form available inside the box.
How has using a P.S. in your direct sales letters helped you? Share your thoughts with me. I’ll publish the most creative P.S. that is sent to me in the next issue of Direct Marketing Update. Contact me at inquire@cdmginc.com or call me at 310-212-5727.
P.S. This is the second most-read part of your sales letter—what is the first?