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The effect of PS, PPS, PPPS in Sales Letters

by Fahmod
12 replies
This thought comes from a review of a Sales Letter thread on WF and comments in regards to
ending One Page Sales Letters with

PS ...one reminder..
PPS ...one more ...
PPPS ...as if it would not be enough ... one more just in case ...
PPPPS ... some never stop ;-)

My question is, what is your opinion on this and does anybody have some hard facts, studies,
analysis / statistics on how effective this really is?
#effect #letters #ppps #pps #sales
  • Profile picture of the author Andy Fletcher
    I have no idea how useful multiple PSs are but they are one of the most read parts of a sales letter.

    Generally someone will read the headline, scan read down the letter (or skip entirely) to check out the price and thus be at the bottom of the page. This makes the PS prime selling real estate that you absolutely must capitalise on to push them back up the page.

    Of course I'd be remiss if I didn't add ... whatever you try, test it!
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    • Profile picture of the author Fahmod
      Andy, from that perspective when you explain the parts that get read and those skipped, it does make sense what you say.
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    • Profile picture of the author lknielsen
      Originally Posted by Andy Fletcher View Post

      I have no idea how useful multiple PSs are but they are one of the most read parts of a sales letter.

      Generally someone will read the headline, scan read down the letter (or skip entirely) to check out the price and thus be at the bottom of the page. This makes the PS prime selling real estate that you absolutely must capitalise on to push them back up the page.

      Of course I'd be remiss if I didn't add ... whatever you try, test it!
      This makes a lot of sense, thanks!
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  • Profile picture of the author petelta
    P.S. and P.P.S. are the 5th thing on my order of split tests. I know it sounds ridiculous, but you can see some conversions from this.

    Like Andy said, these type of things, like bold text, underlines, italics, headlines, whatever are for the skimmers. Not everyone is going to read your god awful 500,000 word sales page. They will take a look at those mentioned above.

    Testing this helps catch the skimmers.

    Sometimes they don't work though and are better left out. Test test test.

    Travis
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  • Profile picture of the author HotDamnShortSales
    ps: I like this thread

    pps: I REALLLY like this thread

    ppps: I reallllllllllllllllllllllllllllllllllly like this thread

    pppps: did it work? buy my product!
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  • Profile picture of the author Stephen Dean
    I've tested this quite a bit and got interesting results.

    My PS's usually worked.

    But when I tested PS's written by amateurs it was better to just leave them out. You can decide for yourself, but they do NOT always boost conversions.

    I wrote a blog post on this: Should You Use A P.S. In Your Sales Letter?*|*Copywriting Dean

    If you are going to write a PS, here are my 3 rules to use...

    1. Michel Fortin shared with me that you should use 1 PS, or 3PS’s… and never 2 PS’s. Michel’s tests showed 2 PS’s almost always convert the worst.

    2. Treat PS’s as valuable real estate and put your best selling arguments here. Restate the main benefit of your product, the guarantee, the scarcity, recent news that supports your sales arguments, and/or even a true PS (as in a valuable sales argument you didn’t share in the rest of the copy).

    3. If you use 3 PS’s, put your most powerful argument (usually your scarcity) in the 2nd PS and include an order link.
    Good luck.

    Cheers,
    Stephen Dean
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  • Profile picture of the author FreshPLR
    I think if you need 3 or 4 P.S's it suggests the reader hasn't been sold on the real value or otherwise of what you are offering. The key is to convey not just the real benefit to the potential customer but also to communicate the character of the writer (vendor). If the customer feels they can trust the writer, then even a 250 word letter can succeed. No need for 30,000 words and CB earnings tables plastered all over the page.

    It's nothing to do with the length of the letter but all to do with the trust felt by the reader.
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    • Profile picture of the author vanmed
      My experience is that a single PS line can be effective, especially to redirect attention back to the body of the letter as has already been mentioned. However, multiple post scripts tend to detract from the document and cost credibility.
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  • Profile picture of the author Bruce Wedding
    I typically do 3 but am not aware of any specific tests on them by my clients.

    I do:

    PS: Main benefit
    PPS: Guarantee reminder
    PPPS: Urgency
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    • Profile picture of the author briancassingena
      Originally Posted by Bruce Wedding View Post

      I typically do 3 but am not aware of any specific tests on them by my clients.

      I do:

      PS: Main benefit
      PPS: Guarantee reminder
      PPPS: Urgency
      That's the usual format I've been taught, however it often ends with the third PS being a 'sweetener' or extra bonus.
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      • Profile picture of the author sethczerepak
        I think the important thing to remember is who you're talking to.

        Based on my in person sales experience, the there are only four type of people who keep seeking information after you've laid out all the details required to make a yes or no decision about the purchase and have asked for the sale. Those four types are:

        The Procrastinators...
        The PProcrastinators...
        The PPProcrastinators...
        The PPPProcrastinators...

        Skimmers usually go right for the price...again, I'm basing this on over ten years of sales experience. There are people who want to know the end before the beginning...if they think the end (the price) sounds reasonable, they listen (or read).

        If not, they book.

        I realize I'm comparing selling by writing to selling on the phone or in person...but the sales process is always the same...it's based on unchanging principles of human nature. Once you know these, you can sell through any medium.

        So just know who you're talking to. If someone procrastinates, your PS, PPS, PPPS, PPPPS is just a way to say: get off your butt and do it already, but you have to know when to say when too. I never include more than three of them.
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  • Profile picture of the author Igor Kheifets
    Frankly, it's as simple as this:

    It's a scientific proven fact that more than
    50% of people read the P.S. first.

    The also read the ending of the book they
    want to buy and they eat their desert first too...

    So, the P.S. serves as a tool for:

    1. Getting these kind people to read the whole
    letter by stating powerful benefits and taking
    the risk away from the get go

    2. Re-assure those who read the letter
    that they are making the right decision.

    Igor
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