Writing in “Copywriter’s Digest,” consultant Mike Jezek revealed 11 often-neglected postscript techniques that can lift mail response by up to 300% (postscripts are read more than any other element in a letter except for the headline):
Restate your offer
Never shy away from a final opportunity to burn in your offer—especially since many sales prospects do not read body copy carefully.
Stress the guarantee
Repeating your guarantee in telegraphic language bolsters customer confidence and can pull many extra replies.
Describe freebies and promptness bonuses
Use your P.S. to give readers a final reason to respond.
Is a purchase tax-deductible? Say so!
Use this technique to give your prospect a “government-approved” reason to spend money.
Add a new benefit to your proposition
Offer a special low price in exchange for an immediate reply, for instance.
Burn in a price advantage
Does your product cost less than your competitor’s? Will you pay postage and processing fees?
Restate your U.S.P.
What can your product do that no other product will do? Four lines in a P.S. may create a powerful final impression.
Briefly summarize your letter
Do not assume that your reader is paying rapt attention to your mailing.
Use testimonials, endorsements
Be terse…identify your sources…and do not exaggerate.
Urge immediate action
All successful salespeople ask for the order.
Test alternative approaches
Never depend on your own taste, which can reflect wishful thinking—which costs.
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