The P.S. is a key
element in direct mail.
Research has shown
that 79% of all people who open your direct mail will read the P.S. first.
Before reading anything else in the letter. Or any other part of the mail
Several studies have
indicated other parts of a letter may get read more thoroughly. Yet, no
one disagrees a P.S. plays an important role in successful direct mail.
So, what is in a
P.S.? Let's start first with what is NOT in a P.S. What is not in a P.S.
is a "new" thought. Something not described elsewhere in your
If you introduce
a new idea in the P.S., and your reader is one of nearly 4 out of every
5 people who read the P.S. first -- you now have a confused reader.
Why? Because you
state a fact or figure, outline an offer, give a deadline date -- do something
different, possibly exciting. You do it in the P.S. And only in the P.S.
So, what does the reader think? The reader does not know what to think!
In reverse, what
IS in your P.S.? Let's start with why you have a P.S. at all. Other than
the fact that most of your marketplace will see and read it first.
What is your real
objective with your direct mail ... how can a P.S. help you achieve your
- Your P.S. can be
strong -- or soft. It can be hard-sell, or very soft and comfortable.
It can remind and suggest and recommend -- or it can be tough and tell
your audience what to do.
- Your P.S. may recommend
how the two of you might do business together. Or it might suggest a
certain purchase could be a good buy.
- The P.S. might
come on heavy to your reader, and tell them who and when and how to
call, to take this action. And to do all of this by "X" date
or they'll miss the deadline.
Hard or soft - neither
is right. Or wrong. They are just different.
Here are 9 things
that can be in your P.S.
Looking for the perfect
P.S. Idea #1. Remind
your reader of a premium, a gift, a special "something" they
will get, earn, make, save -- IF they respond. Remind them of your "goodies"!
The extras you bring -- you offer.
P.S. Idea #2. Emphasize
your guarantee. A product or service guarantee in direct mail can play
a critical role in reaching your objective. People get "comfortable"
with you when you talk guarantee.
This can be particularily important when your audience is a marketplace
that has not previously done business with you.
P.S. Idea #3. Talk
about savings. Talk about money, and what can be earned,
or saved. Talk profits. Talk bottom-line results. Talk measurability.
Facts and figures get attention -- use them in your P.S.
P.S. Idea #4. Repeat
your key benefits. You may have a laundry list of product and service
benefits ... yet you know the top of the list has 2 or 3 or maybe 4
real reasons why people do business with you. In your
P.S. remind your readers of these key benefits.
P.S. Idea #5. Repeat
your telephone and facsimile numbers. Remind people they can return
the reply card, walk into your store, visit your showroom or trade show
stand, take a demonstration -- let your marketplace know you are available
to do business. And want to do business with them. Now!
P.S. Idea #6. Repeat
your Limited Time Offer -- your deadline date, time,
number. LTOs gain additional response because of the urge to action.
If you have a LTO -- repeat it in your P.S. Remind your audience of
what they will get by doing business with you now -- before the deadline
P.S. Idea #7. Repeat
the last call to action. Obviously, in direct mail
you are asking your marketplace to do something. To take some action.
To call this number, send this fax, complete this application, visit
this store, sign-up for this conference -- Do something!
Repeat your call to action in the P.S.
P.S. Idea #8. Reinforce
your offer. Repeat it and outline the one or two key benefits of your
offer. What it will do. Or make, earn or save, how it will make you
look or feel so good. Tell your offer story from the customers side
of the fence.
P.S. Idea #9. Summarize
your entire sales message in your P.S. A 2 page letter can be summarized
in a single paragraph P.S. A 4 to 6 page letter may need a P.P.S., too.
Yes, it is possible to distill to a few short sentences your sales message.
Do it in the P.S.
Earlier this year
I began to save all my direct mail letters. And to evaluate the P.S. as
part of the total mail shot. Later I will share with you what I've found.
And include a list of some outstanding P.S. examples.
You too get direct
mail. And can contribute to this P.S. report by sharing with me your best
When you see a P.S.
(or 2 or 3 or more) you like -- send them to me. You will get credit in
my follow-up articles, when your P.S. becomes one we evaluate.
Mail samples to:
Roll, AZ 85347-0066 USA