It has been said that the “p.s.” is the second most read part of a sales letter behind the headline.
I can’t verify that statement to be true but I know that I always read or at least glance at the P.S. on sales letters and in emails. I always include one on my sales letters and emails and I urge you to do so too.
A sales letter without a P.S. is incomplete and your sales will drop!
You can test with and without a P.S. but I am confident that if you leave a p.s. out, your conversions will suffer.
People expect to see a P.S. and if there isn’t one, they feel something is missing.
Also, a P.S. is there to give that final push to buy to those who might otherwise be a lost customer.
What to write in a P.S.?
Your P.S. should summarize your offer and push one last time for the sale.
Include your product or service’s main benefit again, your guarantee, your price (optional) and call to action.
A prospect should be able to get the main gist of your offer and why they need to get your offer now just from reading your P.S.
Do you need a P.P.S.?
A P.P.S. can be used to further create that urgency and get them to buy now. If your offer is limited, then restate the terms of the offer at so they know they will be at a loss if they leave without buying it now.
Some copywriters go over board with the P.S.’s and end up with half a page of P.P.P.P.S. that is mostly dribble and smothered with yellow higlighting.
Your P.S.’s need to be compact and compelling. People read the P.S. for those reasons so keep it short for maximum effectiveness.
To your success,
p.s. I knew you’d read this line 😉