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