Postscripts have been a very effective tool in direct mail marketing industry for many years. More often than not, the call to action is repeated in the postscript along with a special incentive.
A postscript (from post scriptum, a Latin expression meaning “after writing” and abbreviated P.S. or p.s.) is a sentence, paragraph, or occasionally many paragraphs added, often hastily and incidentally, after the signature of a letter or (sometimes) the main body of an essay or book.
After the headline, the “P.S.” is the second most frequently read part of the letter. A P.S. always gets read and it encourages the customer to act now.
While a postscript isn’t mandatory, it grabs attention in commercial e-mails, too. Often, readers will read the subject line and the hook, scan the key elements and go directly to the P.S. The P.S. should restate your hook and highlight your offer.
Postscripts have all the fun.
All the best,
John Bradley Jackson
© Copyright 2007 All rights reserved.
P. S. I will send a free copy of my book “First, Best, or Different” to the first person who comments on this blog.
P. P. S. The first two people who commented already have the book, so the book is still available.