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A "Killer" P.S

by The Niche Man
9 replies
It's said after the headline the P.S is the second most read element of a sales letter.

- What's the key to wrting a killer P.S?

- What's the biggest mistakes most people make when writing a P.S that you see?

- What's the best P.S you've seen (or written)?

Thanks for any answers or opinions you care to share.

- Peace
#killer
  • Profile picture of the author OutOfThisWord
    I copied and stored the following from another thread in this forum. Don't remember who started the thread but you can probably find more insights there too...


    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.
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    • Profile picture of the author Steve Hill
      Originally Posted by OutOfThisWord View Post

      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.
      This sounds like another interesting application of the rule of 3's.

      Here's another link to the rule of 3 as it applies to storytelling (in a useful book titled The Seven Basic Plots - Why We Tell Stories.

      Copyblogger has a blog post on it, too: How to Use the "Rule of Three" to
      Create Engaging Content      .

      The rule of 3 is used in landscaping, architecture, photography, layout, design, and many other things requiring mental processing. It is another "natural" information structure relating to how the human mind processes information.
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      • Profile picture of the author The Copy Nazi
        Banned
        Originally Posted by Steve Hill View Post

        Copyblogger has a blog post on it, too: How to Use the "Rule of Three" to
        Create Engaging Content        .
        Thanks for pointing me to this little gem Steve -
        I can't think of anything worse after a night of drinking than waking up next to someone and not being able to remember their name, or how you met, or why they're dead.
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    • Profile picture of the author The Niche Man
      Originally Posted by OutOfThisWord View Post

      I copied and stored the following from another thread in this forum. Don't remember who started the thread but you can probably find more insights there too...


      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.
      Interesting findings. Especially about the 1 and 3 P.S's vs. 2 P.S's. I never thought of testing that. But now I will.
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  • Profile picture of the author andynathan
    Thanks for the great insight into how to use Post Script! I read this post a few days ago, and am using it now for a new sales letter I am writing. Thanks!
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  • Profile picture of the author The Niche Man
    Here's one of the best articles I've read on the subject. It seems to cover all the bases in as little words as possible. Lots of meat ... little bone.
    Check it out!
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    "201 Ways To Live Better On Less Money".
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  • Profile picture of the author Scott Murdaugh
    My goal with a P.S. is usually to convince them to go back and read the copy.

    From a blog post I wrote...

    The goal of your P.S. is NOT to sell…

    It’s to “sell” the reader on going back up to the headline and reading your copy.
    The reason being is that the majority of people reading your P.S., those you should be worried about, haven't read your copy yet.

    That's just my approach and what works best in my experience. I explain in more detail here...

    How To Write Sales Copy | How To Write A P.S.

    -Scott
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    Over $30 Million In Marketing Data And A Decade Of Consistently Generating Breakthrough Results - Ask How My Unique Approach To Copy Typically Outsells Traditional Ads By Up To 29x Or More...

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    • Profile picture of the author ASCW
      Originally Posted by Scott Murdaugh View Post

      My goal with a P.S. is usually to convince them to go back and read the copy.
      I know Stephen Dean does something similar. Put a little nugget in the copy and then say in the P.S. "Remember where I showed you XYZ". Gets them back into the copy to try and search for it.

      -------------
      My favorite sales letter (Carlton) using a P.S. method that is very simple and clean that I plan on following in his wake (dunno if he PIONEERED this p.s. style - he probably didn't. But whoever did, I like it)

      It's from Ghetto Counter Attacks: Ghetto Counter Attacks with Diallo Fraizer

      "P.S. Okay, I just want you remind you of everything you're getting. Call or click "Add To Cart" to buy online right now and you'll receive:

      "1 - Diallo's Ghetto Counter Attacks" -- Over an hour and a half of 19 brand new cutting edge street fighting tactics...

      2 - A cool $20 straight off the top...
      3 - A 6-month guarantee. Watch it, learn it, and if you don't like it, I insist 4 - you return it for a full and fast refund of your entire purchase price...
      And that stunning "Quick Ready" DVD -- yours to keep FREE even if you return the package for a full and fast refund.

      You've got to admit it's a generous offer. But you must hurry. There's only 188 packages to go around and if I don't hear from you in 11 days I'll pass your package and your free DVD bonus to the next e-hotlist guy down the line. I've told my staff to expect your orders, so click or phone now."
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      If you want help with copy stuff, pm me.

      Cool.

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      • Profile picture of the author The Niche Man
        Originally Posted by ASCW View Post

        I know Stephen Dean does something similar. Put a little nugget in the copy and then say in the P.S. "Remember where I showed you XYZ". Gets them back into the copy to try and search for it.

        -------------
        My favorite sales letter (Carlton) using a P.S. method that is very simple and clean that I plan on following in his wake (dunno if he PIONEERED this p.s. style - he probably didn't. But whoever did, I like it)

        It's from Ghetto Counter Attacks: Ghetto Counter Attacks with Diallo Fraizer

        "P.S. Okay, I just want you remind you of everything you're getting. Call or click "Add To Cart" to buy online right now and you'll receive:

        "1 - Diallo's Ghetto Counter Attacks" -- Over an hour and a half of 19 brand new cutting edge street fighting tactics...

        2 - A cool $20 straight off the top...
        3 - A 6-month guarantee. Watch it, learn it, and if you don't like it, I insist 4 - you return it for a full and fast refund of your entire purchase price...
        And that stunning "Quick Ready" DVD -- yours to keep FREE even if you return the package for a full and fast refund.

        You've got to admit it's a generous offer. But you must hurry. There's only 188 packages to go around and if I don't hear from you in 11 days I'll pass your package and your free DVD bonus to the next e-hotlist guy down the line. I've told my staff to expect your orders, so click or phone now."
        I just read that letter a few days ago. I didn't know John Carlton wrote it though. Think I'll hunt it down and look over it closer. Thanks.
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        "201 Ways To Live Better On Less Money".
        "Because The Easiest Way To Make Money is ... ... By Saving Some First!"
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