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