The PS in a sales letter is one of the most critical pieces of the sales message and is often ignored or put in as an after thought.
The PS is like the second headline: In the PS reinforce the benefits from the headline and body copy that the prospect will get from using the product.
The PS Is Read By People Who Scan: Studies show that some people will read the headline some body copy and scan down to the PS. That's why it is also Important to tell your prospect to take some kind of action right now! Some call to action in the PS.
In The PS Tell Them What You Want Them To Do: Now's not the time to wimp out. Remind them. "Here's what to do now." Let them know why your offer is such a great deal and they'd lose out to pass it up.
Reinforce The Price Point In The PS: You're giving your prospect a great deal right? Remind them. Give them the irresistible offer. Is the price going to go up after so many are sold? Is the price for a limited time ? Introduce the guarantee again. Reinforcing the guarantee is huge.
The Prospect Will Remember Your PS: Even if your prospect doesn't buy from you right away the last interaction they will likely have with your sales letter is the PS so that's why it's so important to sum up all the benefits and strong points so they will come back.
Some people may say,well, how do I transition from the end of my sales letter to the PS? That's a good question.
Look at it as the PS is the reminder after you've signed off...
"Don't miss the chance to get the inside secrets!
P.S One more thing-..."
It's just like you're reminding them of something. "And remember..."
It's a seamless transition from signing off. It may look like your just adding one more thing when in reality you are summing up all your products best attributes and strong points in your PS.