| The Power Of The P.S. | | | | or Use |
| Look at the conclusion of any successful sales letter | | | | * Unveil Your Unmatched Unique Competitive |
| and what do you see? | | | | Advantage Or USP |
| Webster's defines it this way... | | | | * Add An External Bonus Such As Air Miles or |
| "Postscript -- To write after; a paragraph added to a | | | | Discount Coupons |
| letter after it is concluded and signed by the writer; | | | | And here are my personal favorites - approaches I |
| an addition made to a letter or composition after the | | | | like to use at the end of the sales letters I write... |
| main body of the work has been finished, containing | | | | * Add Logic To Your Previously Emotional Sales Pitch |
| something omitted, or something new occurring to | | | | * Mention What Others Say About The Exceptional |
| the writer." | | | | Value You Offer |
| For marketers, it provides one final opportunity to | | | | * Contrast The Cost Of Buying (low) With The Cost |
| persuade prospects into action. It's one more kick at | | | | Incurred By The Continuing Problem (high) |
| the can... one last chance to move potential buyers | | | | * Shoehorn-in an extra testimonial in a "this just in" |
| off the fence of indecision, in favor of the sale. | | | | fashion |
| The best way to use your concluding "addition" is to | | | | Employ these strategies -- or others. Just be sure to |
| emphasize or re-state a major point of significance to | | | | maximize the usage of this key piece of sales letter |
| the reader... or to unveil a new, previously | | | | real estate. The P.S. is one of the most read |
| unmentioned benefit or advantage. It's a key | | | | components of any sales letter. It stands second |
| component of successful copywriting. | | | | only to your headline and sub-heads in terms of |
| Here's a partial list of the ways to use these | | | | readership priority. |
| powerful selling tool... | | | | Keep it short and sweet. A concise summary is |
| * Repeat Your Biggest Benefit | | | | enough to maintain the reader's interest. If you need |
| * Restate Your Compelling Offer | | | | more space, create a secondary P.S. Adding additional |
| * Emphasis A Sense Of Urgency Do To Limited | | | | P.S.'s is a particularly effective strategy with longer |
| Availability | | | | sales letters. |
| * Deliver (or repeat) A Guarantee That Completely | | | | One final point: never end a letter - whether it's one |
| Reverses The Risk | | | | page or forty pages -- without at least one |
| * Add an Extra Bonus Not Previously Disclosed | | | | postscript. The P.S. is a proven marketing tool. Use it |
| * Introduce A New Benefit Or Additional Advantage | | | | for all it's worth. |