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Desperate Postscript

by JesseM
11 replies
Why do people think adding a couple of PS's makes all the difference? It doesn't, does it?

I know it can be beneficial but it seems like more people are just adding them for no reason, where you can just tell they were trying too hard to get a PS (or two, or three) in.

Am I just not up-to-date? I'm asking that seriously, because I just read a very well-known and good copy writer add a few PS's for the sake of having a postscript statement... it didn't re-iterate a point, motivate or do anything to me aside from disgust me. I guess, to be fair, I was kind of looking for it as I'd gotten mad at it earlier, lol.

Does it do something to a person, psychologically, just to see a few postscript statements? I always assumed, but had never really heard or read, that postscripts were supposed to motivate the person to buy in some way, not just because it was labeled "P.S." but because of what it said.

Sorry if I came off a bit rant-y or mad, I tend to do that when I come across something like this and wonder if it's the pro just getting lazy (because his name is sold) & the new copy writers copying the pros, or if I'm the one that's in the wrong.

Good luck & God bless,
Jesse
#desperate #postscript
  • Profile picture of the author procopywriter
    The reason direct response copywriters use P.S.'s is because they are proven to have a high readership rate... second only to the headline itself.

    Many people will read the headline, then skip to the end and read the P.S.'s. In fact, I often find myself doing that very thing with online sales letters. I want to see what the letter is about before investing too much time reading the letter.

    That said, a P.S. isn't simply there for decoration. The best copywriters use it very strategically. Here are five ways to strategically use the P.S...
    • Use it to build urgency. "There are only 145 seats available, and they'll fill up fast..."
    • Use it to add yet another surprise benefit. "Oh, I almost forgot to tell you! When you order, you'll also [fill in benefit]"
    • Use it to throw on another bonus. "When you respond by January 6, I'll even throw in a special audio recording with [guru], valued at $97! In it you'll discover..."
    • Use it to summarize the deal and all the benefits. "Remember, you get[list of what they get]. Just imagine the [benefit, benefit, benefit]!"
    • Use it to state or restate the guarantee. "Just in case you're not absolutely, 100% without-a-doubt thrilled with your investment, you'll get every penny back."
    Aaron
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  • Profile picture of the author travlinguy
    Statistically, relevant postscripts (ones that somehow compliment the main copy or move the reader to take action) increase sales. But as you point out, there are many that have no purpose at all except to occupy space.
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  • Profile picture of the author David Raybould
    Hi Jesse,

    These guys are right, the postscript area is some of the most highly valued real estate on the whole letter. If you put the right stuff there, it can work wonders.

    But I know what you're getting at...I think in the online marketing world, many just use postscripts because they think they have to. Which creates hundreds of salesletters with pointless PS messages.

    Aaron nailed it though...if you keep your postscripts full of effective info like his examples, you won't go far wrong.

    Hope that helps

    David
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  • Profile picture of the author colmodwyer
    As Aaron pointed out, the P.S. is one of the most well read parts of a sales letter after the headline. Picture captions are another.

    A P.S. tactic I like - which Michel Fortin talks about a lot - is using the P.S. to pull the reader back into reading all the copy. For example...

    P.S. That "big secret" I just revealed to you right here in this letter is alone worth many thousands of dollars to you. And if I'm giving that away for free...

    I just read a very well-known and good copy writer add a few PS's for the sake of having a postscript statement
    It worries me someone in an obviously influential position doesn't know why P.S.'s are used. Fact is if he/she is saying they use them just for the fun of it, then their students probably won't use them at all.

    That ain't good.

    Colm
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    • Profile picture of the author procopywriter
      Originally Posted by colmodwyer View Post

      As Aaron pointed out, the P.S. is one of the most well read parts of a sales letter after the headline. Picture captions are another.

      A P.S. tactic I like - which Michel Fortin talks about a lot - is using the P.S. to pull the reader back into reading all the copy. For example...

      P.S. That "big secret" I just revealed to you right here in this letter is alone worth many thousands of dollars to you. And if I'm giving that away for free...
      Hadn't thought of that... that's a great tactic. I'm "stealing" it! Right now.

      Aaron
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  • Profile picture of the author JesseM
    Thanks everybody, especially Aaron for the break down!

    I've always used the PS area to reassure/restate the guarantee and to add another bonus (urgency seems too played out in some niches, especially IM). Going to see how baiting them back into the copy or a quick summary will help my conversions, I don't expect too much of a difference but that was a good point.

    Again, thanks! : ) I was truly wondering if the purpose they served was similar to a "Hacker Protected!" image. Bad analogy? haha

    Good luck & God bless,
    Jesse
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  • Profile picture of the author Sarah Johnson
    There is a good lesson here...

    ...don't add something to your sales letter just because you see others doing it.

    Without knowing the reasons why the tactic is used you may misuse it and in the process actually hurt sales.

    Just take the little bit of time to research and find out the "correct" way to do something...the way that will be profitable to you.

    ~Sarah
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  • Profile picture of the author J. Barry Mandel
    Also interestingly enough I've heard that 3 P.S's converts better than other numbers.

    But, you know there's only one way to know if that is true...
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  • Profile picture of the author colmodwyer
    Hey Jesse,

    (urgency seems too played out in some niches, especially IM)
    Just another couple of points from your last message. Don't worry about urgency "seeming" to be overplayed. It's tried and true.

    Many marketer's get tired of using the same tactics over again and so, do something different just for a change. This is wrong. Remember the name of the game is ROI. So unless you're testing like a mofo, stick with what works.

    Speaking of which...

    I was truly wondering if the purpose they served was similar to a "Hacker Protected!"
    P.S.'s DO serve the same purpose as security logos - they boost response!

    Colm
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  • Profile picture of the author Stephen Dean
    In my experience when amateur copywriters use P.S.'s they usually hurt sales. I've tested them against a blank variable and showing nothing almost always win.

    But P.S.'s do work when written properly.

    I've written a few blog posts about writing effective P.S.'s:

    3 Quick Rules For Writing A PS — Copywriting Tips, Maximize Internet Advertising
    Should You Use A P.S. In Your Sales Letter? — Copywriting Tips, Maximize Internet Advertising
    Hidden Treasures In The P.S. — Copywriting Tips, Maximize Internet Advertising

    Cheers,
    Stephen
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  • Profile picture of the author procopywriter
    From Stephen Dean's Blog:

    I'll go into writing the "PS" section more in the future. But here are 3 quick rules to make PS's more valuable starting today. 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.

    Thanks for that, Stephen! I learn something new everyday. In this case, I learned two things.
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