P.S. State Your Offer
By: Craig Valine
Tags: Postscripts, Copywriting, Copywriting Tips

Recently, I got feedback from someone I don’t know well about the fact that every email I send out has a “PS” in it, and was asked if it helped or not?

I learned early on in my study of direct response copywriting that you should never end a sales letter without a PS.

Why?

Some people jump to the end, so the PS can serve to further their interest in reading everything. The PS can summarize the offer, for that impatient “jumper.” The PS can emphasize the most important benefit.

Every email or sales letter needs a PS.

Don’t even ‘think’ about completing an email or letter until you’ve created one. (Me, waiving my finger at you! :)

The fact is, in most cases the PS can make or break your letter.

According to direct marketing legend Ted Nicholas, the seven 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 2020. Please act now. This offer expires on 08/30/20.”

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 (Bonus Products) — 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 (Bonus Product) 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 EMP Gazette.”

6. Emphasize tax deductibility of purchase

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

7. Emphasize guarantee

>>> Ex. “P.S. Should The EMP 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.”

Sometimes you may choose to use the PS to somehow make the offer more irresistible beyond everything offered and described in the main letter, such as introducing (yet) another bonus or strengthening the guarantee.

By the way, how long should your PS be? The longest PS that I’ve ever seen in a sales letter was two pages long. The shortest: One sentence.

Learning “What Works” is one reason I created EMP Alliance. It started out as the local chapter of GKIC back in late 2007. It’s evolved into a great family of local LA area entrepreneurs and service professionals who want more out of their lives (more productivity, more money, more growth, and more freedom), but don’t want to do it all alone.

If you don’t want to keep going it alone and you:

Want to be more productive…

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>>> EMPAlliance.com