How To Write
Effective Post Scripts for Websites and Direct Mail
By Mike Jezek Copyright
2007 Mike Jezek. All rights reserved.
Good copywriters know
that certain "hot spots" of a sales letter carry
more weight than others in the sales process.
One of those "hot spots" is the P.S. or post script
of your sales letter. Some marketers have reported
that a well-written, well-thought out P.S. can
actually triple response. It's easy to see why
when you consider the P.S. is the tail end of your
sales letter, the last argument to nudge prospects
to look at the order coupon/page.
There are many ways
of structuring your P.S., but for the sake of this
article, we'll talk about a few effective tips you
can employ immediately. What follows are
several types of post scripts.
Restate the offer in
the P.S.
Describe the guarantee in the P.S.
Describe a free bonus in the P.S.
State that the offer is tax deductible in the P.S.
Describe a new benefit your prospects will love in
the P.S.
Write about your price advantages in the P.S.
Emphasize your U.S.P. in your P.S.
Describe a new bonus your prospects will love in the
P.S.
Summarize what people are receiving and close them
again in the P.S.
Use an endorsement as a P.S.
Use a testimonial or list several testimonials in
your P.S.
Hit on the main benefit again in the P.S.
So how many P.S. s
should you write? It all depends on your style of
writing copy and whether or not it would be
appropriate for the offer at hand. My take on
this is that by the time Mr. Prospect gets to the
P.S. he needs to be in a state of feeling confident
(secure) about ordering and he needs to be feeling
urgency. My methodology typically is to use a
guarantee P.S., an urgency P.S. and sometimes either
a re-statement of the primary benefits or a P.S.
that re-states the free gift.
However, keep in mind
that when it comes to direct mail, prospects
sometimes do read the P.S. before wading into the
body copy. With that in mind, you'll want to
use a strong benefit-oriented, usp-descriptive P.S.
along with re-stating your guarantee, free gift and
urgency/scarcity factor. Technically, you're
summarizing the offer in the P.S. portion of your
direct mail package.
As for website
copywriting, an urgency/scarcity/sale P.S. plus a
guarantee and free gift P.S. is what I use in many
cases.
One more
note. Personally, I feel that offering too
many post scripts at the end of a sales letter be it
online or in direct mail may imply desperation on
the part of the seller. A copywriter should have
done a well-enough job of generating a strong desire
and conviction to buy that the P.S. simply gives
that nudge that pushes Mr. Prospect over the fence.
Here's My FREE GIFT to You
Subscribe below to get my
Confidential Psychological Selling Tactics
™ free 4-part mini-email course.
Learn 8 selling tactics that sell up a
storm. How to speak to the subconscious needs of your customers. 2
ways to melt buying resistance. How to override people's fear of buying
from you, plus much more. You will also receive my
2 ebooks "Sales Letter Super
Weapons I" and "Sales Letter Super Weapons II!"
In addition, you'll also get my famous Psychological Copywriting
Tactics Memos - you'll love these!
"I have never read this
information anywhere else on the web and I've been
around for a while!" -- Rob Holmes
|
NOTE: I value your privacy and will
not share your email with anyone else.
Copywriting Service
|
Copywriting Articles |
Success Stories
Training |
Resources |
Contact
Site Map Legal
Disclaimer
Privacy Policy
Copyright 2007
- 2008. Mike Jezek
All rights reserved. Psychologically
Enhanced™ Copywriter