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How To Use a P.S. In a Sales Letter

by Bill Jeffels
16 replies
I want to talk about the P.S. In a sales letter because a lot of the sales message critiques I see on here either have one that isn't very good or don't have one all together.

The PS in a sales letter is one of the most critical pieces of the sales message and is often ignored or put in as an after thought.

The PS is like the second headline: In the PS reinforce the benefits from the headline and body copy that the prospect will get from using the product.

The PS Is Read By People Who Scan: Studies show that some people will read the headline some body copy and scan down to the PS. That's why it is also Important to tell your prospect to take some kind of action right now! Some call to action in the PS.

In The PS Tell Them What You Want Them To Do: Now's not the time to wimp out. Remind them. "Here's what to do now." Let them know why your offer is such a great deal and they'd lose out to pass it up.

Reinforce The Price Point In The PS: You're giving your prospect a great deal right? Remind them. Give them the irresistible offer. Is the price going to go up after so many are sold? Is the price for a limited time ? Introduce the guarantee again. Reinforcing the guarantee is huge.

The Prospect Will Remember Your PS: Even if your prospect doesn't buy from you right away the last interaction they will likely have with your sales letter is the PS so that's why it's so important to sum up all the benefits and strong points so they will come back.

Some people may say,well, how do I transition from the end of my sales letter to the PS? That's a good question.

Look at it as the PS is the reminder after you've signed off...

"Don't miss the chance to get the inside secrets!

Sincerely,

Bill Jeffels

P.S One more thing-..."

It's just like you're reminding them of something. "And remember..."

It's a seamless transition from signing off. It may look like your just adding one more thing when in reality you are summing up all your products best attributes and strong points in your PS.



-Bill


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#letter #sales
  • Profile picture of the author Jose Delgado
    Very true, thanks for the reminder in taking full advantage of the P.S.

    I plan on building a list for myself in a personal development niche, I will definitely test different "one more things..."
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  • Profile picture of the author George Schwab
    Sounds reasonably sound advice,

    what you think of people that introduce a completely different product in the P.S.?
    like....'by the way did you hear about x y z'

    I know at least 2 that do that, why? - loosing momentum or making 50% more sales?
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    • Profile picture of the author Bill Jeffels
      Originally Posted by George Schwab View Post


      what you think of people that introduce a completely different product in the P.S.?
      like....'by the way did you hear about x y z'
      I don't do it and I'll tell you why. It's too easy to confuse the prospect that has skimmed the page. Also, the PS isn't enough space to sell a whole other product. I'd keep it for a back end product

      A confused prospect is usually a prospect that doesn't buy. Now, if you wanted to put in a added bonus to sweeten the deal I'd be all for that.


      Bill

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  • Profile picture of the author kk075
    I couldn't disagree more. If the best you can do is get a reader to skim your letter and stumble on the PS, then you shouldn't be writing sales letters in the first place. And if you're using it to summarize what's already been said, then your sales letter is way too darn long.

    A good sales letter does three things-

    1) It captures interest early and never loses it
    2) It creates a connection between the writer and reader
    3) It suggests an action for the reader to take

    The goal is to do those three things in as few words as possible, in a way that doesn't scream "sales letter". And if you fail at that, then the PS doesn't matter one single bit since your audience doesn't believe in you anyway.
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    • Profile picture of the author Bill Jeffels
      Originally Posted by kk075 View Post

      I couldn't disagree more.
      You are so grossly misinformed.

      Studies have shown that many people scan a sales letter. I said "some people." This isn't just me talking it's people like Gary Halbert , John Carlton and Dan Kennedy. Ever heard of them?

      Also, it's common knowledge people don't read every word of a sales letter. And to use your word "skim."

      That's exactly what a lot of people do. But, that's something copywriters already know. And about sales letters being "too darn long." Well, the more you tell the more you sell. But, that's another copywriter saying, so, I'm sure you haven't heard it.

      So, I'll say it again. Really, it's common knowledge to seasoned professional copywriters and knowledgeable marketers that people often scan a sales letter down to the PS. It's just fact. That's if you're in the know.


      Bill

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      • Profile picture of the author kk075
        Originally Posted by Bill Jeffels View Post

        You are so grossly misinformed.

        Studies have shown that many people scan a sales letter. I said "some people." This isn't just me talking it's people like Gary Halbert , John Carlton and Dan Kennedy. Ever heard of them?

        Also, it's common knowledge people don't read every word of a sales letter. And to use your word "skim."

        That's exactly what a lot of people do. But, that's something copywriters already know. And about sales letters being "too darn long." Well, the more you tell the more you sell. But, that's another copywriter saying, so, I'm sure you haven't heard it.

        So, I'll say it again. Really, it's common knowledge to seasoned professional copywriters and knowledgeable marketers that people often scan a sales letter down to the PS. It's just fact. That's if you're in the know.


        Bill

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        There's a difference between "in the know" and being a blind follower of some of the greatest names in the business. Quoting what you've read in books has nothing to do with being a "seasoned professional copywriter"...only experience and actual conversion rates can prove that.
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        • Profile picture of the author Bill Jeffels
          Originally Posted by kk075 View Post

          There's a difference between "in the know"
          That took the wind out of your sails. Who's a blind follower? Yes, I've studied the best.

          And took action with what I've learned over the years. Do you know what I've done? No, I take it you don't.

          I've had some real world experience with real world conversions. Mostly Direct Mail. You know the stamps to envelopes type? Putting out real money. I've written some letters that have brought in 5 and over time 6 figures.

          So, let's not get are panties in a bunch on who's had some real world experience. And not quoting what I've read in a book. What I learned and put to the test years ago. And for the last ten years. Real world.

          Bill

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          • Profile picture of the author kk075
            Originally Posted by Bill Jeffels View Post

            That took the wind out of your sails. Who's a blind follower? Yes, I've studied the best.

            And took action with what I've learned over the years. Do you know what I've done? No, I take it you don't.

            I've had some real world experience with real world conversions. Mostly Direct Mail. You know the stamps to envelopes type? Putting out real money. I've written some letters that have brought in 5 and over time 6 figures.

            So, let's not get are panties in a bunch on who's had some real world experience. And not quoting what I've read in a book. What I learned and put to the test years ago. And for the last ten years. Real world.

            Bill

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            That's awesome Bill- I'm very happy that you had some success ten years ago with direct mail. That's wonderful. But that doesn't make you a copywriting guru, and it certainly doesn't mean that you can blindly insult anyone that disagrees with your 1970's methodologies.

            The world has changed Bill and the long-form, over the top sales pitches that you achieved 1-3% conversions with are no longer the norm. There's still a place for them, sure, but it's no longer even a consideration in the corporate world and rarely used in retail. And for emails? Forget about it....the attention span simply isn't there.

            I admire some of the names you've thrown around as well- we all do. But three page sales letters packed with hype simply doesn't belong in the digital age. Buyers don't have time for that sort of nonsense anymore and no copywriter worth his/her salt would claim otherwise.

            Because once you burn your list with that kind of nonsense, you're as good as out of business. Welcome to 2016 Bill.
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            • Profile picture of the author Bill Jeffels
              Originally Posted by kk075 View Post

              That's awesome Bill-.
              You must of missed it. I said for the last ten years as well. That's ok you must not of been paying attention.

              And you saying the attention span simply isn't there. Hence, completely proving my point from are earlier discussion. Thanks.

              "Buyers don't have time for that sort of nonsense." Again, you proving my point about people scanning a sales letter. Just so you know sales letters packed with scammy hype. People seeing through that is nothing new. That's why there's been certain laws in place for years.

              I'm gonna let you in on a secret. It doesn't matter if it's 1970's or 2016. Copywriters have been using the same techniques to persuade compel and seduce prospects to buy their products.

              It's a great 2016

              Bill


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              • Profile picture of the author kk075
                Originally Posted by Bill Jeffels View Post

                You must of missed it. I said for the last ten years as well. That's ok you must not of been paying attention.

                And you saying the attention span simply isn't there. Hence, completely proving my point from are earlier discussion. Thanks.

                "Buyers don't have time for that sort of nonsense." Again, you proving my point about people scanning a sales letter. Just so you know sales letters packed with scammy hype. People seeing through that is nothing new. That's why there's been certain laws in place for years.

                I'm gonna let you in on a secret. It doesn't matter if it's 1970's or 2016. Copywriters have been using the same techniques to persuade compel and seduce prospects to buy their products.

                It's a great 2016

                Bill


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                I didn't miss anything. There's exactly one full-time copywriter in this conversation right now and his name isn't Bill. The only point you made (quite clearly, I may add) is that you have no idea what you're talking about.

                The entire point of copywriting is delivering something worth reading. If you can't do that and have to cross your fingers that a PS will redeem an otherwise failure of a letter, then you're not even close to being a copywriter. You're a hack, a nobody, a pretender.
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                • Profile picture of the author Bill Jeffels
                  Originally Posted by kk075 View Post

                  I didn't miss anything.
                  Woo wee a little hot under the collar,kk. Wait a second, I didn't know who I was talking too here.

                  Taken directly from the train wreck in your sig...”Our founder and CEO is Keith Koons, one of the most sought after online copywriters in the world today." Wow, In The world? I wondered who that was that Carlton was carrying the bags of at his last seminar. You are right. There's one copywriter here. But it sure isn't you.

                  Arrivederci, Keith.


                  Bill

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                  PS- Resorting to name calling. Grow up.
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  • Profile picture of the author Princess Balestra
    Narrative dictates that the P.S. resolves the headline via the script (pre-P.S. & post-headline).

    Skim or no, if one thing leads directly to another, in full or in conjoined precis, then you got a followsome link.

    Prolly there is a lotta room for play between these structural narrative absolutes — or we do not live in a world shares The Simpsons with assisted suicide an' unbelievably evocative scentsa shampoo.

    P.S. — I omitted a headline, so my entire argument clearly sucks.
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  • Profile picture of the author Scott Lunt
    The postscript, like other best practices in sales letters, is an element that's been tested into. Marketers have tested packages with and without P.S., different offers, messages in P.S., etc. The conclusion is that a postscript can be an important element in boosting response.

    People do scan letters because they are limited on time and they are trying to answer the question "What's in it for me?" So once you've teased them into the letter, your headline/Johnson Box, subheads, sidebar copy etc. should work to aid the scanners to answer that question. Then, if they are interested they can go back and fill in the blanks by reading the copy.

    The theory behind the postscript (at least when I started writing copy in the eighties) was that people often looked (again, scanning) at the signature line of the letter first to see who it was from, which puts the postscript in prime real estate. Bill, you are correct in that the most effective postscripts reinforce the offer, CTA, offer expiration or other incentive.

    Can you do without a P.S.? Certainly, and I have seen (and written) several sales letters that pull a good response without a P.S., and even without a signature. Personally, I would almost always write a letter with a signature and P.S. (unless told not too by the client, which does happen) because you want to come at your prospects with everything you've got.

    BTW, my comment is based on my 25+ years experience as a direct response copywriter who's had the privilege of working with some great database and analytics experts who have set up proper tests with the creative I've written.
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    • Profile picture of the author ThePromotionalGuy
      Dang you Scott,

      Originally Posted by Scott Lunt View Post

      BTW, my comment is based on my 25+ years experience as a direct response copywriter who's had the privilege of working with some great database and analytics experts who have set up proper tests with the creative I've written.
      You took the words write out of my mouth. I'm just a cub writer. I only have 23+ years as a FULL TIME Direct Response Marketer and Copy Writer.

      @Bill Jeffels - Great opening post. Couldn't agree with you more.

      @George Schwab - I've seen online sales copy where other offers are put in the Post Scripts. It's not written in stone but the practice of keeping the entire copy, from Headline to PS, focused on 1 offer has been taught for over 100 years. That said I'd say do split tests. Then calculate which pulled in more sales. Let the buyers show you with their purchases.

      @kk075 - To be fair and hear your side. You've made claims about long copy and I quote: "There's still a place for them, sure, but it's no longer even a consideration in the corporate world and rarely used in retail"

      Site your proof. No opinion. If what you say is true place a link here that we may view your findings.

      Chinchilla
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      • Profile picture of the author GordonJ
        Thanks ThePromotionalGuy,

        My 2 cents:

        https://youtu.be/iBqgr5xZLz0

        The blindmen and elephant.

        As my old friend Jim Straw might say, "all are right, and all are wrong"..

        GordonJ


        Originally Posted by ThePromotionalGuy View Post

        Dang you Scott,



        You took the words write out of my mouth. I'm just a cub writer. I only have 23+ years as a FULL TIME Direct Response Marketer and Copy Writer.

        @Bill Jeffels - Great opening post. Couldn't agree with you more.

        @George Schwab - I've seen online sales copy where other offers are put in the Post Scripts. It's not written in stone but the practice of keeping the entire copy, from Headline to PS, focused on 1 offer has been taught for over 100 years. That said I'd say do split tests. Then calculate which pulled in more sales. Let the buyers show you with their purchases.

        @kk075 - To be fair and hear your side. You've made claims about long copy and I quote: "There's still a place for them, sure, but it's no longer even a consideration in the corporate world and rarely used in retail"

        Site your proof. No opinion. If what you say is true place a link here that we may view your findings.

        Chinchilla
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  • Profile picture of the author jeremytimko
    Suggesting that '1970's style' copywriting doesn't work anymore is an interesting thought.

    My question(s): has human consciousness evolved over the last 40 years? In such, the things that motivate a prospect to take action have changed?

    I would say no, humans are, and always will be motivated by the same things.

    Since human behavior is pretty constant over time the fundamentals of persuasion remain constant. What has changed (largely) are the methods/avenues by which we can deliver the message.

    Suggesting that Halbert, Hopkins, Schwartz, et. al are not relevant is akin to suggesting Bach, Vivaldi, and Mozart are no longer useful in studying music composition.

    $.02
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