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Copywriting Who Reads the PS |
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When writing good copy, most of the best ads are ones that follow a certain formula. In what seems like a surprising turn for copywriters who have been taught to make sure the body of their article sells the product, the “P.S.” portion of a sales pitch is actually the second most-read part of it. Well, maybe not that exactly, as it isn’t something statistically proven, but that estimation is fairly close. Personally, whenever I see a P.S. section in a letter or email, I always read it. Sometimes, I’ll read it a second time if it catches my eye.
So what does that mean for a copywriter? It means that if you don’t have a P.S. section in a good sales letter, then you’re doing yourself a disservice. This section could easily boost your sales, and if you don’t have one, the letter seems lacking. You could certainly try to pitch a product without using a P.S. section, but compared against a letter with a P.S., you’ll see the difference. The fact is that people have begun to expect that there will be a “P.S.” at the bottom of your pitch, and if there isn’t, they will lose interest. Or, even worse, your P.S. would have had the potential to turn a potential buyer into an actual buyer, but you left it off.
So what exactly do you want to put in a “P.S.” section? The best technique is to treat it like a conclusion to an essay. Summarise the actual offer you have, and then give one more enticement to action. You want to include the most prominent benefit of the product, a guarantee from you that you have faith in the product, possibly the price, and then that last push to take action now instead of later. The hope is that just by reading your actual P.S. the audience will still understand the offer you have, as well as why your offer is so important to buy right now.
The final thing to remember about having a “P.S.” section is that it is very easy to dive overboard with them. If you have a very limited offer, then you can use the additional “P.P.S.” to really sell that sense of urgency, but a word to the wise – if you try to use more than “P.S.” and “P.P.S.”, your audience will lose interest entirely. The point is to make sure these P.S.’s are a quick, compact and strong way to restate your offer. That’s why the audience is reading them, so don’t let them go on forever.
And after that, you’re all done!
P.S. There is no extra point, but notice how you read this?
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