Most professional copywriters know that in a sales letter, the most important item after the headline is the postscript (P.S.) at the bottom.
Research shows that when people open a letter, they often scan to the bottom and read the P.S. before they actually read the letter itself. A good writer will take advantage of this opportunity to maximize their message with a strong P.S.
Do your salespeople know that including a P.S. in their emails is also incredibly effective?
It is such an easy way to increase the impact of your emails. That simple sentence at the bottom of a two or three paragraph email can help you increase urgency, reinforce your main message and add value.
Here are a couple of ideas on what you might include in your P.S.:
1. Main Theme with a Twist
Restate your main benefit from a different perspective. Whether or not they read the whole email, this gives you another chance to deliver your most important information.
2. The Time is Now
Use the P.S. to add urgency. Are the incentives expiring in a few days? Do you only have two left of the particular model in the color they are looking for? Let them know.
3. Add Social Proof
This can be a great place to add a customer review, especially if the review reinforces your particular offer or deals with a common objection or concern people have.
4. Sweeten the Deal
Is there a bonus offer you can add? Here’s the place to do it. For instance, “P.S. – Since it’s raining today and the showroom is a little quiet, my sales manager is including floor mats with the next vehicle sold.”
The P.S. should appear right below your signature line and should only be a sentence or two. Make sure it includes a call to action at the end as well.
Are you using P.S. in your’re emails and if so, what are you using in your postscript?
If you want to see exactly how adding a P.S. to your email makes a difference, include a unique tracking URL in the P.S. so you can measure the clicks.