Copywriting - The PS

Another critical element in the construction of a powerful and persuasive sales letter is the PS or post-script. For newcomers to commercial copywriting, the inclusion of a PS can appear to be slip-shod. “Surely, there’s no reason to include a PS – it makes me look silly” is a message I have often heard from clients.

Yet this simple device can be the difference between success and complete indifference to your mailing.

Why? Well the simple explanation is that the PS is likely to be the second-best read part of your letter, after the headline. Let me explain…

When a reader looks at a sales letter, the first part he reads is the headline (hence the importance we place on the construction of the headline). If the headline interests him and engages his attention, he will almost certainly look at the end of the letter to find out who is writing to him. And there, nestled neatly below the name of the writer, is the PS.

Like the use of questions, explained in Copywriting for Sales Letters, the addition of a PS engages the curiosity of the reader and forces him to read it.

Because of its important position in the construction of a sales letter, you need to spend some time writing the PS. It needs to reinforce or remind the reader about the main offer; it needs to remind them about the major benefits and about any time-restriction on the offer.

You will find more information about the construction of the PS in my booklet “How To Make More money From Your Mailings” (available to download FREE of CHARGE – click here

Alternatively, if you would like to use my copywriting skills to improve your own sales letters with a compelling PS, please click here to send an email to me and outline your requirements, or call me on 01803 875522. I'm always happy to have a chat!