Imagine someone lands on your sales page. What action would she take?
Her first impulse is to read the headline.
If it promises her something she’s interested in … if it captivates her … she’ll scroll and scan.
She’ll scroll to and scan the subheads.
She’ll scroll to and scan the bullets.
Then she’ll scroll to the bottom of the page and scan the P.S.
Because prospects are conditioned to expect a summary of the offer in the P.S. They want to know what you’re selling and how much it cost – and a good P.S. clearly explains that.
What is a P.S.?
P.S. is actually an abbreviation of the word postscript. And According to Wikipedia, P.S. is:
An afterthought, thought of occurring after the letter has been written and signed. The term comes from the Latin post scriptum, an expression meaning ‘written after’ (which may be interpreted in the sense of ‘that which comes after the writing’).
A postscript may be a sentence, a paragraph, or occasionally many paragraphs added to, often hastily and incidentally, after the signature of a letter or (sometimes) the main body of an essay or book.
In other words, P.S. is a technique that allows the letter writers to add additional information after they’ve written the letter. Usually the information they’d forgotten to include in the letter.
P.S. is actually an ancient technique that goes back to a time when people who wanted to add more information to their letter had to either erase, rewrite, or add it to the bottom of the letter. Hence the term ‘postscript’.
It’s like saying, “I almost forgot to tell you.” Or, “By the way…”
Don’t forget to include a sales letter postscript
Today, P.S. isn’t used in the sense of “By the way… or I forgot to mention” as in the old days because we simply edit the text… we insert the missing information.
Rather, P.S. is a deliberate piece of copy copywriters use in marketing copy to reiterate a point, to stimulate desire for a product or service, or to persuade readers to take a certain action.
In other words, the P.S. serves as another sales opportunity. Another opportunity to engage the prospect’s emotional process. A final chance to move her closer to the sales.
This is why a properly written P.S. is important to the success of your offer. With a properly written P.S. you can restate your entire proposition in one or two sentences.
And the bottom of the sales page is your last chance to inflame your prospects desire and stimulate interest in your product or service, so don’t forget to include a P.S.
Let me show you now.
6 Tips to Help You Make the Most of Your P.S.
Although I can’t guarantee you that following this formula is going to bring success for every sales page you write, following proven techniques is the best way to increase your chances of success.
So, to improve your chance of success, here are six simple tips to help you make the most of your P.S. Let’s put these formulas to practice
1. Restate Your Top Benefit
Reminding your prospect of the benefits she’ll get from your product or service is an effective way of evoking her emotion.
Let’s imagine you’re selling an anti-aging cream product. We’ll call it “Elegant.” Using the first formula, where we restate the benefit, we’ll write a P.S. for Elegant anti-aging cream:
“P.S. If you take pride in your physical appearance, want to restore your natural beauty and look 10 years younger … then you need Elegant anti-aging cream which gives you soft, radiant looking skin. These are just a few of the benefits you get from Elegant anti-aging cream. So order now!”
2. Make Another Promise or Introduce a New One
A promise is simply an assurance you will do something. Effective sales copy promises prospects your product or service will solve their problem. Or, that it will fulfill their need or desire:
“Within six months you’ll race ahead of your colleagues all because you took our leadership course.”
3. Provide More Credibility
In order to build credibility you need to provide compelling evidence of testimonials, endorsements, or credentials.
And if you have a hesitant prospect, your P.S. is your last chance to dispel her hesitation. It’s also a great place to do so:
“The quality of the Edge freezer is much better than the one I had before. The price is great. And you wouldn’t believe how quiet it is. And lightweight too. I would definitely recommend it” Carol Johnson, New Mexico.
4. Create Urgency
As a marketer, you may be struggling with getting people to take the action you want. Creating urgency is an effective way of giving fence sitter the push they need. And the P. S. is your last opportunity to get prospects to take action.
So use the P.S. area to create scarcity or to remind prospects they need to take action now. It could be to download an ebook, or buy a product or service:
“P.S. Special reduced price ends March 10th. Purchase your Lennon Refrigerator now and take advantage of this one-time ‘special reduced price.’”
5.Restate Your Guarantee
Your competitors offer their customers guarantee and so should you. If you don’t, people will wonder whether you stand behind your product; whether it will do for them what you say it will.
The P.S. section is prime real estate to add your guarantee, another opportunity to remove your prospect’s fear of risk.
“P.S. Delivery is FREE of cost. And remember, you’re covered by my no question asked money back guarantee.”
6. Introduce Your Bonus (if you haven’t already), or a New One
Everybody loves a free bonus. So if you hadn’t introduced your bonus in the body of your copy, the P.S. is a great place to do so. You can even sweeten the deal here and offer your prospects a new free bonus:
“P.S. Order Better Life for Men high-potency multivitamins today and you get a FREE Bonus Gift: my 30-page Special Report, Fruitful Life: the Doctor’s Report (list price: $20).”
Here’s one from Epson:
P.S. Accept our invitation to discover what Epson can offer your business, and we’ll send you this portable charger just for responding.
Bonus Tip: If you’re sending direct mail, you could use hand-written P.S., which gives your letter a personal touch, making it more authentic.
Considering the P.S. is the last element of your sales page prospects see, it’s important you take the time to write an effective P.S.
As I’ve mentioned, the P.S. area is prime real estate so use it to restate your top benefit, provide more credibility, make another promise, create urgency, or introduce your bonus. Doing so gives you another opportunity to drive home a selling point. Another chance to stimulate your readers’ emotional process.