The PS

The PS

A lot of marketers think the PS is totally worthless, that nobody reads them. Well, contrary to popular belief, the PS is actually one of the things that people DO read, especially the skimmers.

So how do you construct a PS? What do you put in it?

Can you have more than one?

Okay, let’s take the first question, constructing your PS. The PS should come immediately after your signature. This is where most people expect to find it so if you have a skimmer, he’ll know exactly where to go to find your PS.

As to what you put in it, something that serves as a reminder. Let’s take a look at the PS I used in my Honest Income Program sales copy.

Sincerely,

Steven Wagenheim

PS - Don't forget—you get ALL of this for just $47 ONLY if you order TODAY! I can't promise that the price or the bonuses will still be here tomorrow.

Okay, let’s see what I’ve done with my PS.

The first thing I remind them of is the low price. But in addition to that, I tell them that I can only promise that price if they order today. Not only that, I tell them that I can’t promise that the price OR the bonuses will be available tomorrow.

What this does is put the fear of loss in their mind. Many prospects will ultimately buy something simply because they are afraid to lose out on the offer. This PS reinforces that fear of loss. It is a very effective weapon that copywriters use.

What about multiple PS’s? Well, they are also very effective. One thing many copywriters do is add a second PS stating that if they order today, they’ll

throw in a special bonus, something that was not even mentioned in the sales letter. Naturally, it has to be something that can be explained in a sentence. This is a very effective tactic. Throwing in that “last second” bonus sometimes really pushes the prospect over to a buyer, especially if the bonus is something with a lot of perceived value.

The PS should almost be like a second call to action. Because of this, you want to put the sales link immediately after the last PS, however many you use. We’ll talk about the placement of sales links in a later chapter on advanced tips.

Okay, we’ve covered the basics. You MUST get this much down before going any further. In the following chapters, I’m going to discuss a number of advanced topics, tips and tactics. Putting all of this together should result in sales copy that converts with the best copywriters out there.