Reinventing the Humble (but Powerful) PS

PS: I know it's odd to see the PS at the start of a blog post, but I just couldn't wait to tell you this; my new The Write Answers web site is now up and open for business! One click here will whisk you away to the wonderful land of great copywriting! So, click and visit, or contine to read this blog post... Thank you!

I can’t remember the exact time or place. I cannot remember the specific source of the data. But I do remember this: in a direct marketing sales letter, the “PS” is the second most important part of the letter!

Here’s how it works.

When a prospect opens the envelope and unfolds the direct mail sales letter, the first thing they look for is their name. (That’s also the first thing they look at before they open the envelope. They want to be certain the letter is for them.)

So they look at the salutation. “Dear Peter” or “Dear Mr. Britton.” They feel good that you know who they are and they are reading something that is for them personally. (That’s why letters with personalization perform better than generic letters with a “Dear Friend” salutation.)

The next thing they look at is the PS. Yup… they skip all that great copy, the headlines, the bullet points, the call to action… and go right to the PS.

The rule is that the PS “either reinforces the most important benefit of the sale, or offers an exciting new twist, or additional bonus benefit.”

When tested, letters with a PS against a letter without, the winner is clear. Add the PS to boost response.

Now we come to the modern age. Internet! E-Mails! And the PS simply disappears to the bottom of the screen… or worse yet, the viewer must scroll down to find it.

(When the read has the piece of paper in her or his hands, the physical action of finding the PS is faster and easier.)

So, you write a great email sales letter – or an e-commerce web site or landing page featuring a long letter format – and your super great PS is never found, or found too late.

So, let’s reinvent the humble PS and give it back its power.

In the printed version, PS stands for “post script.” In the electronic world, let’s change that to “PRE SCRIPT!”

Yes… put the PS before the letter… right at the top. And use it with the same powerful purpose as in the traditional direct mail format.

Like this…

(Imagine this at the top of the landing page or email, above the headline…)

PS: Before you read this page, please understand that if you click here and place your order within 24 hours, we will erase and eliminate the the shipping fee! Yes, placing your order in the next 24 hours saves you $9.99. Now… continue reading and find our how Acme Products do much more than save you money…

Or this…

PS: Below you will discover 10 reasons why Acme Products helps you lose weight and look great. But the most important reason is this: when you are fitter and trimmer, and HEALTHIER, you give yourself the chance to live a long and happy life. Isn’t protecting your future from illness and disease worth a few minutes of reading? Please, for the sake of your future, read this email and respond today!

So, there’s one for a web landing page and one for an email.

The PS works. It increases response to your communications.

So, maybe, instead of renaming the PS “Pre Script”, we should call it the “Power Start!”

Peter T. Britton

Idea Generator. Wordsmith. Resultant.

Online at The Write Answers

PeterTBritton@novuscom.net or TWA@novuscom.net